Case Study of Doritos Sampling Campaign - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants

NAM HIGHER EDUCATION SAMPLING –EVENT MARKETING – ON-CAMPUSPRODUCT AWARENESS – CALL TO ACTIONCAMPAIGNS, etc…NAM MAKES HIGHER EDUCATIONSAMPLING PROGRAMS EXPLOSIVE &EXCITING BY ENGAGING STUDENTS WITHTHE BRAND!!REVIEW OF THE CASE STUDY WILLREVEAL A REAL PEER to PEER STUDENTENGAGEMENT VERSUS OTHER MEDIUMSAVAILABLE WHICH SEEMTO MERELY JUST PASS OUTSAMPLES.WE LIKE TO THINKOF IT AS THE COMMERCIAL:“APPLE VERSUS PC”

Client: Doritos HIGHEREDUCATION Collisions ElectionBag CampaignThe NAM Case Studies PowerPoint is dedicatedto past client program and the results thepromotions generated. Election Bag Campaign

Client: Doritos Collisions Election Bag CampaignBusiness Objective: To increase product relevance amongcollegiate audiences, as well as celebrate the 2008 presidentialelection, Doritos wanted to execute a marketing program on theday of and the day prior to election day. Sampling over 2 days in1-2 locations on campus for Doritos brand during election periodSTRATEGY: Provide Educated Regarding Product in-marketteams to execute buzz generating campaigns aimed at studentsat 21 colleges. The talent Doritos in conjunction with the electionin targeted areas on campus.Target: 21 College Campuses From Client in coordination withAramark and Sodexo MARKETS:21 Colleges Nationwide – See Attached ListingTIMING: Managers-144 cases of the Doritos Collisions (PizzaCravers and Ranch) product were delivered to each accountmanger via UPS between 10/28-10/31. Complications: SomeSodexo Managers Received Double Shipments OfRegular and Actual Campaign product.You will need to accept the shipment and store theproduct until the sampling event on Mon 11/3.Sodexo Unit Manager will accept the product anddirect sampling agency to where it is stored basedon arrangements made during initial call.

School List:ARKANSAS STATE UNIVERSITY-Sodexo MAINOFFICEBUFFALO STATEINDIANA STATEUNIVERSITY MARSHALL UNIVERSITYMISSOURI STATEUNIVERSITYNORTHERN ARIZONA UNIVERSITYTEMPLEUNIVERSITYUNIVERSITY OF IDAHOUniversity of Illinois at ChicagoUNIVERSITY OF LOUISVILLEUNIVERSITY OF NEVADA LAS VEGASUNIVERSITY OF PITTSBURGH OAKLAND LitchfieldTowerUNIVERSITY OF WISCONSINOSHKOSH WRIGHT STATE UNIVERSITYUniversity of California, Davis - Resident DiningHUNTER COLLEGEUNIVERSITY OF SOUTH CAROLINAMONTCLAIR STATE UNIVERSITYKENT STATEUNIVERSITY OF CENTRAL MISSOURIUNIVERSITY OF WISCONSIN EAU CLAIRE

Programs: Sampling-Hand To Hand DistributionExecution: Further Questions/Answers.The sampling company will simply give away theproduct, while engaging with consumers andencouraging them to make their voice heard andvote. No premiums will be given away.At the conclusion of the Day 1 event, the samplerswill store any excess product and dispose of anypackaging and boxes. If you can identify thedisposal up front (if you recycle or have guidelines),it would be helpful. The samplers will return the nextday, on Tuesday (Election day) to complete thesampling.RESULTS:NAM surpassed Client expectations by deliveringover 6000 units per campus per day versus the 3000units planned for. The campaign was a smashingsuccess in that NAM was in constant coordinationand communication (phone – email – conferencecalls) via: 4 PepsiCo Management – 21 Sodexo OnCampus Agents – 21 Sampling Managers and 63Staffers. References Attached.

Case Study of Doritos Sampling Campaign - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants

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Case Study of Doritos Sampling Campaign - NAM Youth College Marketing & College Advertising Authority, Experts, & Consultants Document Transcript