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Doritos, the tortilla corn crisp brand owned by PepsiCo, has launched a new online campaign to engage users with an interactive website, user generated content and strong links to social networking sites.

Historically, FMCG brands have been slow to embrace online marketing as they have struggled to deliver a compelling creative message and measure the effectiveness of their campaigns.

Recently, P&G called upon the industry to focus more on delivering return on investment than just the creative wow.

However, recent IAB online ad spend figures showed a 1% rise in total ad spend in 2007 from FMCG brands.

A number of brands have recently announced plans to increase investment in online marketing during 2008, including Becks beer in its appointment of i-level to develop digital campaigns and a number of online media firsts for Cadburys by CMW Interactive.

The Doritos campaign, developed by ad agency Abbott Mead Vickers BBDO, uses eye-catching display advertising to draw users to a microsite.

Doritos' online brand marketing campaign

The display advertising draws on the recent buzz created by the Cadbury’s gorilla TV ad which attracted a number of spoof ads to be published on YouTube.

The ads invite users to develop a new for Doritos for the chance to win a prize.

The microsite, hosted at www.doritos.co.uk, offers a series of options to view a gallary of entrants, watch the previous week’s winners as well as uploading your own videos to the site.

There are also links to each of the major social networking sites, including a Facebook forum, a YouTube channel and stumbleupon.

The site has already attracted over 200 entrants, which is a significant number of people taking the time to film, edit and publish content on the site.

However, I expect a large proportion of people will simply view content rather than actively participate.

Doritos' user generated campaign website 

While the top prize of £20,000 is certainly a good incentive, for many the big appeal will be for the winning ad to used in a TV and online campaign in June.

This is an innovative and interactive campaign, than puts a great spin on the traditional 30-second TV ad spot. 

And what about the results?

Well the campaign is highly measurable, with Doritos able to track the number of site visitors, dwell time (how long they spent on the site), user interactions in each of the sections and comments posted on social networks.

Personally, I think this is a great away to engage with its audience; in turn promoting the brand and building loyalty.

I am sure we will see many other FMCG brands following suit.

Matthew Finch – read Matthew’s blog

Comments (4)


Tom Hopkins

Doesn't it matter that all the ads that have been submitted are shit?

This particular apple hasn't fallen very far from the tree. Why not get customers to make a car out of Doritos, or to make a film showing how many Doritos they can eat without throwing up, becoming obese etc?

But no, instead we're paying $20,000 for someone to make a shit, unusable ad, just so we can say we have and let a few (let's not get carried away) people (mostly media commentators) watch the carnage unfold.

Does any of it make me want to buy Doritos. Does any of it do anything apart from create another entry for a 'new media' awards contest.

Interesting take on Yellow Brick Road: http://usin.wordpress.com/2008/04/20/no-longer-just-your-wife/

over 8 years ago


Alexander Rice

Well, thing is, not all the ads *are* shit. Our entry "Doritos - Instant Party" isn't, for example.

We went all out on this thing. We brainstormed. We built a camera dolly from scratch in under a week. We lit it properly with some CT correction gel and £40 worth of floodlights from Screwfix. It has a proper cast, location recording, an original royalty free soundtrack, proper foley... everything. And all for less than £250 and about 10 days from final concept to wrap. There's even a 'making of' featurette.

Just because it's amateurs doesn't mean it's no good.

over 8 years ago


Alexander Rice

Sorry, here's a more obvious link to our entry so you can look at it and tell us whether you still think they're all 'shit' :




over 8 years ago


Tom Hopkins

Hi there,

sorry for the slow reply, I hadn't seen your follow up.

It's certainly not SHIT. It's obviously one of the better ones. And, you obviously had fun making it and probably learned a lot about making short films.

However, it's exactly the sort of idea which would be rejected for being obvious within an agency.

Would they put it on TV? Only under a massive banner saying ‘OUR UGC experiment’; and frankly I'm surprised the participants in this 'contest' aren't more annoyed with their apparent benefactors.

The shape and intent of their UGC strategy is just so mind-blowingly one dimensional and old fashioned. They want people to talk about their product, but there’s nothing interesting to say, so they throw £20,000 in.

If this was a contest where they wanted the participants to be ‘creative’, they would have given you a brief. If it were a planning contest, they would at least have given you some information to go on. But that’s not what they want – they want you to perform like a talent-contest entrant, and then they want to be Simon Cowell – ‘not very good is it’?

I’m honestly delighted you enjoyed doing it. That’s brilliant. Now why not go and use your skills to make something that will bring joy to a wider audience that Doritos cynical marketers and agency.

over 8 years ago

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