la event: december 11, 2008: doritos crash the super bowl
DESCRIPTION
LA non-profit digital workshop, 12/11 Presented by Alisa Feinstein, KetchumTRANSCRIPT
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