Secrets are always attractive. To draw attention rapidly, we set up a flavour-guessing game “U+2721-Flavour-Decoding.” With a transmedia-storytelling script, we aroused curiosity, buzz and sales. How did we do?Phase 1: Bloggers’ hints.Influential bloggers showed video clips to release hints which resulted in participants’ higher expectation for winning prizes.

Phase 2: Decoding Group on Facebook.

Several users led the page and inspired other users to enhance the stickiness of the game for a long time.Final Fever Pitch Mail.We created a rumour-like email to heat up discussions and to encourage participants back to the game.

Campaign Results:Record breaking number of visits: 300,000, an increase by 380% compared with last few years.Highest participation rate: 9,827 times, 150% increase compared with a similar event in the past.A total of 6,000 people, max 119 times by a single participant, indicating a high percentage of involvement in the game.Marketing Effects:Sales revenue grew by 10% compared with last year.Product market share increased by 20%, coming to the peak for the recent 4 years.Doritos’ TA increased use during the campaign by 50%, meaning a 57% increase among the most frequent users.