Doritos saw declining engagement with their core "Millennial" consumer group of teens and young adults aged 16-24. They developed a strategy called "The Big Idea" to put Millennials in control by encouraging user-generated content across digital platforms. This included online contests on blogs and websites to create Doritos commercials. The successful campaign led to increased sales, thousands of user entries and viral videos, and over a billion media impressions, re-engaging Doritos' core consumer group.

1. Agenda Introductions 2007 Strategic Breakdown Calendar Activation Review/Feedback

2. “ Millennials” = the older teen, young twenties portion of “Gen Y” (16 -24) Ever-changing interests Rarely brand loyal Crave a stage Fascination with the digital world Doritos Consumer: Snapshot

3. Their Digital World … Tech savvy Mastered multi-tasking with media Internet 2nd most-consumed medium 3+ hours online per day See media as form of self-expression Doritos Consumer: Snapshot

4. Their Digital World … 2007 survey among 7,705 college students revealed: 76% use Instant Messaging. 15% of IM users are logged on 24/7 34% use websites as their primary source of news 28% author a blog and 44% read blogs 49% download music using peer-to-peer file sharing 75% of college students have a Facebook account 60% own portable music and/or video device Source: Connecting to the Net.Generation: What higher education professionals need to know about today's students, NASPA; First edition (March 29, 2007) Doritos Consumer: Snapshot

5. Doritos set out to re-engage its core “Millenial” consumer group Declining relationship Trouble connecting Doritos Consumer: Challenge

6. The Big Idea: Put Them in Control

7. Pioneered consumer-generated content Encouraged self-expression Turned over largest stage possible Put them front and center Digitally driven Tapped into tech-savvy multi-media masters The Big Idea: Put Them in Control

8. Digital Tools: Driving Entrants September 2006 Call to Action

9. Digital Tools: Driving Entrants October – November 2006 Engage Them Where They Are Online

10. Digital Tools: Driving Entrants October – November 2006 LiVEJournal Blogspot Engage Them Where They Are Online

11. Digital Tools: Driving Entrants October – November 2006 iFILM Cutting Right To The Core: Aspiring Film Makers Videomaker.com

12. Digital Tools: Finalist Voting January 2007

13. Digital Tools: Finalist Voting January 2007

14. Digital Tools: Viral Videos January 2007

15. VERY Viral Winner February 2007

16. Beyond Digital: Mainstream Media September 2006 – February 2007

17. Results: Reached Core & More 12% sales increase 1,000+ entries 2 million hits on contest Web site 1.3 billion media impressions PR = $35 million in ad value

18. Results: Re-Engaged the Core Engaged thousands on viral/social networking sites 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 Nearly 200 target-right blog/web chats 100+ college newspaper/newsletter stories 1,000+ mentions on youth-focused radio stations