la event: december 11, 2008: doritos crash the super bowl

Agenda

• Introductions

• 2007 Strategic Breakdown

• Calendar Activation

• Review/Feedback

Doritos Consumer: Snapshot

“Millennials” = the older teen, young twenties portion of “Gen Y” (16 -24)

• Ever-changing interests

• Rarely brand loyal

• Crave a stage

• Fascination with the digital world

Doritos Consumer: Snapshot

Their Digital World …• Tech savvy

• Mastered multi-tasking with media

• Internet 2nd most-consumed medium

• 3+ hours online per day

• See media as form of self-expression

Doritos Consumer: Snapshot

Their Digital World …2007 survey among 7,705 college students revealed:

• 76% use Instant Messaging. • 15% of IM users are logged on 24/7 • 34% use websites as their primary source of news • 28% author a blog and 44% read blogs • 49% download music using peer-to-peer file sharing • 75% of college students have a Facebook account• 60% own portable music and/or video device

Source: Connecting to the Net.Generation: What higher education professionalsneed to know about today's students, NASPA; First edition (March 29, 2007)

Doritos Consumer: Challenge

Doritos set out to re-engage its

core “Millenial” consumer group

• Declining relationship

• Trouble connecting

The Big Idea: Put Them in Control

The Big Idea: Put Them in Control

• Pioneered consumer-generated content– Encouraged self-expression

• Turned over largest stage possible– Put them front and center

• Digitally driven – Tapped into tech-savvy multi-media masters

Digital Tools: Driving Entrants

September 2006 Call to Action

Digital Tools: Driving Entrants

October – November 2006

Engage Them Where They Are Online

Digital Tools: Driving Entrants

October – November 2006

LiVEJournal

Blogspot

Engage Them Where They Are Online

Digital Tools: Driving Entrants

October – November 2006

iFILM

Cutting Right To The Core: Aspiring Film Makers

Videomaker.com

Digital Tools: Finalist Voting

January 2007

Digital Tools: Finalist Voting

January 2007

Digital Tools: Viral Videos

January 2007

VERY Viral Winner

February 2007

Beyond Digital: Mainstream Media

September 2006 – February 2007

Results: Reached Core & More

• 12% sales increase

• 1,000+ entries

• 2 million hits on contest Web site

• 1.3 billion media impressions

• PR = $35 million in ad value

Results: Re-Engaged the Core

• Engaged thousands on viral/social networking sites

• In the four months leading up to the Super Bowl Doritos was the No. 2 brand capturing share of blog discussions about Super Bowl ads

• Nearly 200 target-right blog/web chats

• 100+ college newspaper/newsletter stories

• 1,000+ mentions on youth-focused radio stations