Cannes Lions

DORITOS

ABBOTT MEAD VICKERS BBDO, London / PEPSICO / 2014

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Overview

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Credits

Overview

Description

There has been an explosion of branded entertainment/content in the UK over the last number of years. There are heavy restrictions on what can be done in the form of branded entertainment on television. However, the online media environment has matured ensuring that there are now many more opportunities to drive branded content at scale in the UK.

However, whilst branded entertainment is produced in its droves, it is a fair observation to make that it is seldom watched, loved, enjoyed and shared. There are few examples of branded entertainment campaigns that can be truly considered to have been successful in culture.

Execution

We created a giant, interactive, human jukebox. It was a special-design jukebox stage. People could put a giant coin in the slot and select a classic pop-song. The song was then performed live, with a Mexican twist, by Mariachi Doritos.

Outcome

The Mariachi Jukebox was an undoubted success for Doritos.

• The band performed at the Wireless Festival to 30,000 fans.

• Our branded content video of the Doritos performing at the Wireless festival had 9.1 million views.

• We achieved 357,458 had engagements in social media including likes, shares, views and song requests.

• 40,000 packs of Doritos were consumed at the Wireless Festival.

• 7% sales growth year on year - Our best ever summer sales period for the brand

• Return on Investment of £3.00

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