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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This will also make the Doritos brand relevant to the target audience, making it
cool.
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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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