Cannes Lions

DORITOS

MICROSOFT, Redmond / FRITO LAY / 2011

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

A mix of media on both Xbox Live and Xbox.com drove awareness and engagement in the program. Media placements were weighted depending on the phase of the campaign (submission, voting, download) and where a consumer could take action. For example, submitting an idea via the website or voting and download the games on Xbox Live.Over 1,500 contestants vied for the opportunity to have their idea created into an Xbox Live Arcade game. A panel of judges narrowed the candidates to the top 8 and then Xbox visitors cast their votes to determine the top 3. The top 3 travelled to Microsoft to make their pitch and two finalists emerged. The finalists worked with professional game developers to create their games. Then the two games, Doritos Crash Course and Harm’s Way – by Doritos, were unleashed on Xbox® LIVE™ for free download where gamers could vote on their favourite game.

Outcome

66,000,000 impressions were delivered. 1,794,540 webisodes were downloaded and 386,000 votes were submitted. Without any paid media, both games reached over 1.5 million downloads in nine days - faster than any game in Xbox history.Of those exposed to the campaign: 72% took action.

49% went out and bought Doritos.24% told their friends about the contest.

21% visited Doritos.com.

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