12 Days of Doritos Christmas By Kitty Lambe and Luke Harkin

The PlanCreate a campaign focussing on Doritos brand pillars.

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Doritos is there to make any party better. - Christmas is a time for parties.

!Add a little Mexican, and get 16 to 44 year olds buying more

Doritos over the Christmas period, engaging with the brand on social media and drive brand loyalty.

!Use the target audiences interest in music and television, combine them and create a great Doritos campaign, which will begin at the start of December, and end during the final of the X-Factor with a 1

minute special feature music video/advert.

The Build Up !

Create an invitation advert, inviting users to participate in the final X-Factor advertisement, by submitting their own Vine clips singing the famous "12 Days of Christmas" with a Doritos/Mexican twist.

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Create a conversation on Twitter and Vine, including sponsored Tweets and videos from celebrities. !

Every day a winner will be selected, with one overall winner being chosen throughout the whole campaign.

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Prizes !

Main Prize: Doritos Themed Party, with a Mariachi performance and Doritos nibbles. Second Prize: Sombrero Packs - Sombrero, share bag of Doritos and signed Mariachi guitar. Runners up: Sombreros !!There will be 112 prizes given overall - 1 main, 11 second prizes and 100 winning sombreros.

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Online Engagement

When the campaign is opened and people submit

their videos, they will be judged by Doritos fans on

Facebook and Twitter. !

If they are unable to submit a video, they can leave a message for the Mariachi band to record, increasing the chance of

participation.

The OutcomeThe final advert, which will include the 12 best vine videos, input from Facebook comments and other interaction will

be featured during the X Factor final. !

The song, aired during the X Factor final making it relevant to the audience, and giving the music video relevance to the

target market. !

The overall winner will win the ultimate New years party, with a build up and continuation of the advertisement,

including other video submissions which had been entered into the competition but wasn't given the opportunity to be

aired during the X Factor final. !