ASYLUM 626 by Goodby Silverstein & Partners San Francisco for Doritos

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ASYLUM 626

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Industry Confectionery & snacks, Chips
Media Promo & PR
Market United States
Agency Goodby Silverstein & Partners San Francisco
Director Ted Malmros
Associate Creative Director Marc Sobier
Creative Director Rick Condos, Hunter Hindman
Art Director Tim Semple
Copywriter Michelle Hirschberg
Producer Maggie O’Brien
Released July 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: FRITO LAY
Product/Service: DORITOS
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Sep 7 2009 12:00AM
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL: http://www.myawardshows.com/2010/cannes/asylum626/
Creative Director: Rick Condos (Goodby, Silverstein & Partners)
Creative Director: Hunter Hindman (Goodby, Silverstein & Partners)
Associate Creative Director: Marc Sobier (Goodby, Silverstein & Partners)
Copywriter: Michelle Hirschberg (Goodby, Silverstein & Partners)
Art Director: Tim Semple (Goodby, Silverstein & Partners)
Executive Producer: Amanda Cox (Goodby, Silverstein & Partners)
Senior Producer: Margaret McLaughlin (Goodby, Silverstein & Partners)
Producer: Maggie O’Brien (Goodby, Silverstein & Partners)
Production Company: B-Reel (B-Reel)
Director: Ted Malmros (B-Reel)
Editorial Company: NTropic (NTropic)
Original Music: Headroom (Headroom)
Sound Design: Gino Nave (Gino Nave)
Media placement: Website - Online - 7 September 2009

Describe the objective of the promotion.
Last year, when Doritos brought back two flavours from their Flavour Graveyard, we created Hotel 626. It was a runaway success that scared millions of teens. What scared us the most though, was having to make the sequel. But frankly, scaring the crap out of teenagers was too fun not to try again. So this year, when Doritos brought back two flavours from the dead, we created Asylum 626.

Describe how the promotion developed from concept to implementation
Our goal for Asylum 626 was to produce a truly integrated site that would make the scare more personal. The more access a person gave us into their digital lives, the scarier the experience. By utilising webcam technology, Facebook Connect, Twitter and real-time video capture, we further blurred the line between the virtual and the real-world.

Describe the success of the promotion with both client and consumer including some quantifiable results
By promoting through horror channels, and utilising social networks to involve friends, our creative approach gave teenagers a personal scare they never expected. We sold nearly 5 million bags, had 850,000 visitors from 178 countries and had over 18,000 Twitter mentions in just the first four months.

Explain why the method of promotion was most relevant to the product or service
You can’t tell teenagers anything they don’t know about Doritos. But what you can do, is provide intense, engaging experiences that create a positive association for the brand. Doritos’ Asylum 626 was created for that reason. It took advantage of the social media tools teens were already using, allowing it to spread virally while inviting their friends into the experience.