Doritos Promo LATE NIGHT by AMV BBDO London

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LATE NIGHT

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Industry Biscuits, Crispbread
Media Promo & PR
Market United Kingdom
Agency AMV BBDO London
Released October 2010

Credits & Description

Category: Food and Non-Alcoholic Drinks
Advertiser: PEPSICO
Product/Service: CRISPS
Agency: ABBOTT MEAD VICKERS BBDO
Date of First Appearance: Oct 1 2010
Entrant Company: ABBOTT MEAD VICKERS BBDO, London, UNITED KINGDOM
Entry URL: http://www.youtube.com/doritosuk
Media placement: VIDEO - YOU TUBE - OCTOBER 2010
Media placement: VIDEO - BLOGGS - OCTOBER 2010
Media placement: VIDEO - DORITOS WEBSITE - OCTOBER 2010
Media placement: VIDEO - IPHONE APP - OCTOBER 2010

Describe the objective of the promotion.
Get: Doritos core consumers, 18-24 year olds who want to be entertained; To: Try Doritos two new late night flavours (Tantalising Tikka and BBQ Rib); By: Engaging consumers with a one-of-a-kind late night music experience.

Describe how the promotion developed from concept to implementation.
We created a fully-interactive 360° music video for the track ‘Comin’ to get me’ – written by MOBO award-winner Professor Green exclusively for Doritos. The 360° experience puts Doritos fans in complete control and lets them choose which direction they would like to look.

Explain why the method of promotion was most relevant to the product or service.
We created a custom YouTube channel to host the 360° experience - the first ever interactive 360° video on YouTube.
We created an embeddable version of the 360° video (via http://www.latenightwidget.co.uk/) which we seeded with influential bloggers, so that the content would be organically spread across the web.
‘Comin’ to get me’ is also available to download as a free iPhone application. Using the iPhone’s gyroscope, consumers could explore the 360° video by moving their arms (or tilting the phone) up, down, left or right; this is the first time such technology has been used on an iPhone.

Describe the success of the promotion with both client and consumer including some quantifiable results.
• 1.9 million YouTube channel views and counting (Source: YouTube, January 2010).
• #1 most subscribed sponsored YouTube channel in the world (Source: YouTube, Oct - November 2010).
• 1,200 blog posts for the Doritos 360 Pro Green video (Source: Google Blog Search, November 2010).
• A +14% year on year value sales uplift (not for external publication).