Digital Marketing Live! 2014 - Pepsi Co - Michael Willems

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DORITOS JACKED RIJSCHOOL

Doritos Jacked Rijschool is een spraakmakende content gedreven campagne, die het verhaal vertelt van Gino P, een Nederlandse rapper, die een stunt rijschool is gestart, gesponsord door Doritos.
Michael Willems geeft een kijkje achter de schermen hoe deze deze campagne tot stand is gekomen en adviseert over een drietal strategische pointers die dit verhaal tot een succes hebben gemaakt.
De Doritos Jacked Rijschool is genomineerd voor o.a. Spin Awards, Dutch Interactive Awards, San en Exprix.

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Digital Marketing Live! 2014 - Pepsi Co - Michael Willems

  1. 1. 1
  2. 2. 2
  3. 3. 3
  4. 4. 4 Favorite Series? Someone to talk with?
  5. 5. 5 CONTENT KING
  6. 6. 6 CONTENT SOMETHING TO TALK ABOUT
  7. 7. 1. Context 7 3. Content2. Contacts
  8. 8. This is our story (behind the scenes):
  9. 9. 1. Context: (Brand VS Consumer) 9 Be part of what interest your consumer
  10. 10. Our Brand/ our product: 10
  11. 11. Our Brand/ our product: 11
  12. 12. Our Target Audience: 12 16 – 24 years, sweet spot 18 years 3 conversation starters: 1. Sex 2. Leaving home 3. Drivers license Insight: “Ordinary driving is boring, compared with GTA and Need for speed!”
  13. 13. 13 Create for the involved, AND scale to the indifferent 2. Contacts: (Contact-strategy)
  14. 14. 14 First: Understandour Marketing Objectives
  15. 15. Most consumers are indifferent. They buy chips … and occasionally Doritos 15 Households buying More … 1.00.000 500.000 0 0 1- 5x 10x 20x Purchase frequency More … Note: Example only Acquisitionof new buyers is essential! Indifferentconsumers Involved Brand Enthusiasts
  16. 16. 16 Secondly: UnderstandConsumer Engagement
  17. 17. Consumers must be engaged, but most don’t want to participate 17 Target Audience More … 100.000 50.000 0 Low Medium Level of Engagement High Indifferentconsumers Involved Brand Enthusiasts Note: Example only Assume most people don’t care
  18. 18. 18 3. Content: (Idea/story) Add value to your consumers life
  19. 19. Idea: Doritos Jacked Driving School 19
  20. 20. Jacked Driving School – 6 Entertaining Episodes 20
  21. 21. Jacked Driving School – 6 Entertaining Episodes 21
  22. 22. 22 Jacked Driving School – 1 Awesome Event
  23. 23. Personal Driving Experience 23 • Doritos Jacked Personal Driving Experience: Video
  24. 24. 24
  25. 25. Context: be part of what interests your consumer 26 Content: Add value to your consumers life Contacts: Create for the involved, scale to the indifferent Case: http://creativeawards.nl/2013/doritos/jacked/

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