The insight. Humans have a fascination with destruction.

Introducing Doritos Collisions Cannons.

We used real cannons to fire pairings of objects at one another. 24 offbeat object combinations were created, we asked fans to vote for which of these objects they wanted fired. Laptops and watermelons? Piggy banks and billiard balls? Roller-skates and milkshakes?

Once the top fan-selected combinations were locked down, it was time to load the cannons. Boldness was the key to our success. In an industry first, we live streamed the first 12-hour Periscope in the world! The final 12 pairings were shared on the hour, every hour. Fans watched them live and replayed them in super slow-mo.

With Twitter as the central platform, the campaign was defined by 3 key windows – pre-promotion, day of “event”, and amplification.

Pre-Promotion:

The first phase was housed on Twitter. Promoted Tweets drove awareness, engagement, and votes for each of the combinations.

Day of “Event”:

• Organic Posts were leveraged to raise awareness leading up to the Collision “event”. Promoted Posts were used to drive traffic to Periscope to maximize live views.

• The 12 Collisions were live-streamed on the hour, every hour. Fans watched them live and replayed them in super slow-mo.

Amplification:

• Our reach was extended by pushing out the top 10 slow mo instant replay videos across Twitter, Facebook, and YouTube.

Scale:

• The video views were well beyond expectations, reaching over 1.4 million views.

• The campaign proved that strong long-form content with a solid media foundation can be very successful even against this discerning audience.

Doritos Collisions exceeded all objectives.

• Sales Growth: Doritos Collisions sales beat forecasts by 9.4%!

• Brand Power: The Doritos portfolio grew to an all-time high during the campaign period! Relevance and Preference grew by over 10 points.

• “Brand I Love” and “Brand that is Setting the Trends” were both outlined as secondary objectives in the brief and in each case saw all-time highs.

• Google Brand Lift Study saw a 96% relative lift in Ad Recall and a 15.1% increase in Purchase Consideration with exposed audiences!