The document outlines Doritos' Christmas 2013 campaign to get 16-44 year olds interested in music to buy more Doritos over the Christmas period. The campaign involved a 12 Days of Christmas style ad campaign across TV, Vine, Twitter and Facebook. It would start with a mariachi band TV ad and celebrity endorsements to build awareness. Users would then submit their own versions on Vine for the band, with the top 11 submissions incorporated into the final ad aired during The X Factor final and winning an ultimate New Year's Eve party.

1. Doritos Christmas 2013
Kitty Lambe and Luke Harkin

2. The challenge
• Create a campaign centred around the key brand pillars:
- Add a little Mexican.
- Product love.
- make any party better.
• Get 16-44 yr. olds to buy more Doritos over the Christmas period.
• Drive loyalty and brand penetration.
Target Audience
• 16-44 yr. olds
- with an interest in music.

3. Media
• TV
• Vine
• Twitter
• Facebook

4. 12 Days of Doritos Christmas!
Phase 1: The build up
• Mariachi band opens the campaign with an advert on primetime
television.
• We send out a series of sponsored tweets and posts from relevant
celebrities and bloggers.

5. Phase 2
• The mariachi band opens “12 days of Dorito Christmas”
• The audience send I their own versions on vine.
- They can also send in tweets and Facebook comments for mariachi
to record.
• Celebrity sponsored vines/tweets.

6. The outcome
• The top 11 vines, tweets or comments as voted for by
twitter/Facebook followers, will be incorporated in to the final advert
of the song which will be aired during the X-factor final.
• The winner will be rewarded with the ultimate new-years eve party!