LA event: December 11, 2008: Doritos Crash The Super Bowl

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LA non-profit digital workshop, 12/11
Presented by Alisa Feinstein, Ketchum

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  • LA event: December 11, 2008: Doritos Crash The Super Bowl

    1. 1. Agenda <ul><li>Introductions </li></ul><ul><li>2007 Strategic Breakdown </li></ul><ul><li>Calendar Activation </li></ul><ul><li>Review/Feedback </li></ul>
    2. 2. <ul><li>“ Millennials” = the older teen, young twenties portion of “Gen Y” (16 -24) </li></ul><ul><li>Ever-changing interests </li></ul><ul><li>Rarely brand loyal </li></ul><ul><li>Crave a stage </li></ul><ul><li>Fascination with the digital world </li></ul>Doritos Consumer: Snapshot
    3. 3. <ul><li>Their Digital World … </li></ul><ul><li>Tech savvy </li></ul><ul><li>Mastered multi-tasking with media </li></ul><ul><li>Internet 2nd most-consumed medium </li></ul><ul><li>3+ hours online per day </li></ul><ul><li>See media as form of self-expression </li></ul>Doritos Consumer: Snapshot
    4. 4. <ul><li>Their Digital World … </li></ul><ul><li>2007 survey among 7,705 college students revealed: </li></ul><ul><li>76% use Instant Messaging. </li></ul><ul><li>15% of IM users are logged on 24/7 </li></ul><ul><li>34% use websites as their primary source of news </li></ul><ul><li>28% author a blog and 44% read blogs </li></ul><ul><li>49% download music using peer-to-peer file sharing </li></ul><ul><li>75% of college students have a Facebook account </li></ul><ul><li>60% own portable music and/or video device </li></ul><ul><li>Source: Connecting to the Net.Generation: What higher education professionals </li></ul><ul><li>need to know about today's students, NASPA; First edition (March 29, 2007) </li></ul>Doritos Consumer: Snapshot
    5. 5. <ul><li>Doritos set out to re-engage its </li></ul><ul><li>core “Millenial” consumer group </li></ul><ul><li>Declining relationship </li></ul><ul><li>Trouble connecting </li></ul>Doritos Consumer: Challenge
    6. 6. The Big Idea: Put Them in Control
    7. 7. <ul><li>Pioneered consumer-generated content </li></ul><ul><ul><li>Encouraged self-expression </li></ul></ul><ul><li>Turned over largest stage possible </li></ul><ul><ul><li>Put them front and center </li></ul></ul><ul><li>Digitally driven </li></ul><ul><ul><li>Tapped into tech-savvy multi-media masters </li></ul></ul>The Big Idea: Put Them in Control
    8. 8. Digital Tools: Driving Entrants September 2006 Call to Action
    9. 9. Digital Tools: Driving Entrants October – November 2006 Engage Them Where They Are Online
    10. 10. Digital Tools: Driving Entrants October – November 2006 LiVEJournal Blogspot Engage Them Where They Are Online
    11. 11. Digital Tools: Driving Entrants October – November 2006 iFILM Cutting Right To The Core: Aspiring Film Makers Videomaker.com
    12. 12. Digital Tools: Finalist Voting January 2007
    13. 13. Digital Tools: Finalist Voting January 2007
    14. 14. Digital Tools: Viral Videos January 2007
    15. 15. VERY Viral Winner February 2007
    16. 16. Beyond Digital: Mainstream Media September 2006 – February 2007
    17. 17. Results: Reached Core & More <ul><li>12% sales increase </li></ul><ul><li>1,000+ entries </li></ul><ul><li>2 million hits on contest Web site </li></ul><ul><li>1.3 billion media impressions </li></ul><ul><li>PR = $35 million in ad value </li></ul>
    18. 18. Results: Re-Engaged the Core <ul><li>Engaged thousands on viral/social networking sites </li></ul><ul><li>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 </li></ul><ul><li>Nearly 200 target-right blog/web chats </li></ul><ul><li>100+ college newspaper/newsletter stories </li></ul><ul><li>1,000+ mentions on youth-focused radio stations </li></ul>

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