1. 12 Days of Doritos Christmas
By Kitty Lambe and Luke Harkin

2. The Plan
Create 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.
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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.
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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.

3. The Build Up
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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.
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Every day a winner will be selected, with one overall winner being chosen throughout the whole
campaign.
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Prizes
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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
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There will be 112 prizes given overall - 1 main, 11 second prizes and 100 winning sombreros.
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4. Online Engagement
When the campaign is
opened and people submit
their videos, they will be
judged by Doritos fans on
Facebook and Twitter.
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If they are unable to
submit a video, they can
leave a message for the
Mariachi band to record,
increasing the chance of
participation.

5. The Outcome
The 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.
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The song, aired during the X Factor final making it relevant
to the audience, and giving the music video relevance to the
target market.
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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.
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