Doritos: “Snack Strong” Charnelle Yap & Sean Leahy

A Look at Doritos “Dorito” means “Little Gold” in Spanish Launched in 1964, Doritos has undergone many brand transformations: Original Logo1980’s Present

A New Vision For Doritos: “Snack Strong” March 6, 2006: Goodby Silverstein & Partners took over the advertising account Recreated Doritos into an interactive entertainment company with the “Snack Strong” campaign launched in 2007 “No one craves advertising, especially teens. But they do seek entertainment.” Their new approach was dubbed “co-consumer creative” advertising

Co-consumer Creative Advertising: “Crash the Superbowl” Crash the Superbowl campaign was launched in 2007 – Doritos challenged their consumers to create advertisements, the voter-picked finalists are aired during the Superbowl In just its second year, the “Crash the Superbowl” campaign led to a 12.8% increase in sales for Doritos products 16% increase for 2009

Crash the Superbowl 2011 – Top 5 finalists each get $25,000 – Top 3 will air during Superbowl – 1 st Place on USA Today Ad Meter: $1M – 2 nd Place: $600,000 – 3 rd Place: $400,000 – If they sweep top 3, each receives additional $1M Co-consumer Creative Advertising: “Crash the Superbowl”

Unlock Xbox Campaign – Launched in 2008, challenges contestants to create a downloadable video game for Xbox Live – Finalists work with Microsoft developers to make their visions come to life – First winner was “Dash of Destruction” released in December 2008, and is the most downloaded Xbox game of all time (over 3M downloads) Co-consumer Creative Advertising: “Unlock Xbox”

- Augmented Reality Flash AR marker on Doritos Late Night chips at webcam Allows a 360-degree viewing environment exclusive videos: Blink 182 (2009) Rihanna (2010) -Interactive Music Videos Co-consumer Creative Advertising: Doritos “Late Night”“Late Night”

Social Media Facebook & Twitter – Consumers can make requests Flavor Product packaging – Provides links to sections on website – Updates current Dorito events  Original Taco flavored DORITOS are back in it's vintage packaging! What other flavors do you want us to bring back? #blastfromthepast DORITOS and LAY'S are sponsoring an art contest to celebrate Black History Month and recognize artists in your community 3,000 Followers 1.5M “Likes”

Media: TV & Web Media Strategy: maintaining consumer involvement through interactive activities online Crash the Superbowl Late Night Unlocking Xbox Reach: Superbowl & Dorito’s worldwide online audiences Frequency: consumers’ website visits Relation to Class

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