DORITOS VIRALOCITY by Proximity Toronto for Doritos

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DORITOS VIRALOCITY

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Industry Confectionery & snacks, Snacks
Media Viral, Promo & PR, Case study
Market Canada
Agency Proximity Toronto
Creative Director Ian Mackeller, John Gagne Agency Team:
Art Director Jeffrey Da Silva
Released February 2010

Awards

Caples Awards 2010
Other Media Viral video marketing Silver
Other Media Social Media Bronze

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FRITO LAY CANADA
Product/Service: DORITOS
Agency: BBDO PROXIMITY CANADA
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: BBDO PROXIMITY CANADA, Toronto, CANADA
Entry URL: http://www.getaloadofthis.ca/2010/doritosviralocity
Creative Director: Ian MacKeller (BBDO)
Creative Director: John Gagne (Proximity Canada)
Associate Creative Director/Copywriter: Jon Webber (Proximity Canada)
Associate Creative Director/Copywriter: Adam Bailey (BBDO)
Associate Creative Director/Art Director: Andrew Hart (BBDO)
Art Director: Jeffrey Da Silva (Proximity Canada)
Web Developer: (Edentity Web Systems)
Technical Director: Darrin Patey (Proximity Canada)
Flash Developer: Jeff Vermeersch (Proximity Canada)
Production Manager: Karan Deepak (Proximity Canada)
Agency Producer: Johnny Chambers (BBDO)
Agency Planner: Zachery Klein (BBDO)
Agency Planner: Dino Demopoulos (Proximity Canada)
Agency Account Manager: Paul Lin (Proximity Canada)
Group Account Director: Timothy Welsh (BBDO)
Media Planning & Strategy: Dan Boem (OMD)
Digital Strategy Supervisor: Cesar Hervieux (OMD)
Public Relations: Angela Carmichael (Fleishman Hillard Canada)
Public Relations: Kim Saunders (Fleishman Hillard Canada)
Production House/Co: CTV Productions, Brand Partnerships
Media placement: Website - N/A - 07/02/2010
Media placement: TV/Online Video Banner - CTV / YouTube.com - 07/02/2010
Media placement: TV Campaign, 2 Spots - CTV / MuchMusic - 15/02/2010
Media placement: YouTube Channel - YouTube.com/DoritosCanada - 07/02/2010
Media placement: Facebook Fan Page - Facebook.com/DoritosCanada - 07/02/2010
Media placement: Email - Existing Doritos Database - 07/02/2010
Media placement: Online Banner Ads, 3 Ads - YouTube.com, Google Network, Break.com, Olive Media Network - 07/02/2010
Results and Effectiveness
Doritos Viralocity was unique in many ways. But at its core, success was driven by offering millennials the kind of platform and incentive only Doritos could provide while challenging them to use their ever-growing digital prowess to do what they do best – create unique online content and share it with the world.- 1,194 submissions- 7,082,499 total views- 729,199 total unique visitors- 95.5% unique visitor to Facebook fan conversion- #1 most viewed YouTube Sponsor Channel worldwide for March 2010- Videos embedded on 473,214 unique sites across the Internet- Videos shared, spread or bookmarked 187,586 times
Creative Execution
For starters, uploading your video was just the beginning. From there, our custom Doritos Viralocity algorithm would take over, tracking the progress and increasing digital footprint (dubbed Viralocity) of every video submitted. Based on a combination of in-house analytics and multiple external data sets retrieved through public APIs, the algorithm would systematically apply the appropriate weighting to each data point and update the overall Viralocity score for each video on a nightly basis. YouTube views, Facebook views, external embeds, unique referrers, shares, retweets, bookmarks, ratings, and more. They all counted. The higher your score, the bigger your footprint, and the better your chance of finishing first and winning up to $250,000.
Insights, Strategy & the Idea
How do you create a user-generated video campaign that is about more than just videos? If you’re Doritos Canada and you’re all about unleashing potential for millennials, you start by asking what they would want out of it? Fun? Perhaps. Cash? Certainly. Digital notoriety? Absolutely.The question was simple. Name the new unidentified flavour, make a video about it and do whatever you can to make it go viral. But how do you measure the true viral-ness of a video? We would let the Internet decide.