Cannes Lions
OMD USA, New York / FRITO LAY / 2007
Awards:
Overview
Entries
Credits
Execution
Doritos gave consumers a once in a lifetime chance! Participants had eight weeks to produce a video entry, panelists narrowed down five and the public voted. The five finalists received $10,000, a trip to THE GAME and immeasurable press coverage. The final video chosen as America’s favorite aired as a Doritos commercial during the Super Bowl XLI broadcast. LI Doritos core target actively pursues personalized content. Yahoo!, YouTube and MySpace, delivered the casting-call for entries.
Outcome
Press generated $1billion+ impressions (worth over $35MM) 925,000 unique visitors viewed 1,070 video submissions 3MM times January sales increased 12% vs. YAGWinning video “Live the Flavor,” ranked #4 on USA Today’s Super Bowl Admeter, won YouTube’s Super Bowl Challenge and earned a complimentary placement on YouTube homepage worth $150,000.
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