It began with the creation of an unnamed flavour in plain white bags.Then we aired a unique, low-fi spot during the Super Bowl along with a YouTube homepage, generating a huge spike in mass awareness.Everything pointed to DoritosGuru.ca where consumers could upload their content as well as watch, comment and vote on everyone else’s.Integration of Facebook Connect, a customized Facebook contest application and YouTube brand channel allowed all activity to be mirrored in real time across any platform – letting participants consume the contest wherever they felt most comfortable.Online ads, web-only video ads, YouTube Home and Uploader placements (including the first use of new expandable formats), Facebook video and Fan ads, Massive In-Game ads and targeted TV buys would maintain engagement throughout the 6 week campaign – culminating with a live broadcast event to reveal the winning spot, “Scream Cheese” on national TV.

Off the charts! In the short 6-week period that Doritos Guru was open for submissions and voting, Canadian fans piled on in droves. Here are the numbers:-4,000+ user generated ads submitted;-1,742,068 views of user generated ads;-429,523 views of agency spots on YouTube;-588,841 votes cast;-82,348 comments;-75,666 registered users at DoritosGuru.ca;-30,184 fans on Facebook.com;-1,554,518 unique visitors;-14,429,408 page views.And it wasn’t just user engagement where Doritos Guru earned its stripes. We sold a pile of chips too. So much so, that a second production run of the White Bag had to be ordered mid-campaign to keep up with demand.-Doritos sales up 26.3% versus year ago during campaign period;-White Bag sales exceeding plan by 98%.