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GOLD PATH-TO-PURCHASE
Doritos gets Jacked
Doritos Jacked chips are 40% bigger,
bolder and thicker than regular Doritos.
So PepsiCo amped up the product’s
introduction, by orchestrating a hijacking
launch concept using an “alternate reality
game” created by Capital C that essentially
blurred the online and real world together.
Even though the game was fictional, it had
real consequences.
The Doritos Jacked story’s antagonist,
the Micro Munchers Association of Canada
(MMAC), was a mysterious group whose
sole purpose was to promote and celebrate
“micro foods.” The conflict between the
chip and association started in April when
Doritos Jacked accidentally launched on the
inaugural Micro Muncher Appreciation Day.
In retaliation, the Doritos Jacked
Facebook page was taken over by the
fictional association, with a video showing
a Mini Cooper Countryman hijacked with
the Jacked chips inside. There was a list
of demands for the Doritos community to
meet, such as playing online games, in order
to earn enough “Compassion Points” that
would help release bags of Jacked and clues
to the Mini Cooper’s location.
In the second week of the campaign, the
MMAC rewarded Doritos fans by setting
up a giant projection screen for them to
play multi-player games, as well as giving
away 300 bags of Jacked Doritos and 250
t-shirts. The association gave the remaining
Jacked bags to a handful of “hardcore” fans
at campuses across the country. They were
then challenged to distribute the product
samples in a creative way that reflected its
bigger, bolder and thicker attributes.
After three weeks of demands, the
MMAC released the final clue to the Mini
Cooper’s location. One fan cracked the
code using Google Maps, discovering an
image of the car hidden on the streets
of Tiny, Ontario – the Micro Munchers’
hometown – and taking home the keys as
a reward.
Doritos’ approach paid off, with over
75% of the Doritos community aware of
the new product as well as a Facebook
following increase of 30,000 fans. Over
40,000 consumers engaged with the
Facebook app, for an average of 8.5
minutes, and the brand’s sales increased
dramatically within the first five weeks.
Credits: Client Frito Lay Canada; Creative agency Capital C; Media agency OMD; Experiential marketing agency Redwood Strategic; Creative planner Bennett Klein; Senior
AD Donovan Bond; CW Rick Ames
BRONZE PATH-TO-PURCHASE
Fruité gets animated with Dreamworks
Fruité wanted to build on its licensing deal
with Dreamworks by leveraging the studio’s
Madagascar 3 movie launch. So the brand
created hype around a new consumerchosen
flavour and established Fruité as an
exciting brand within the Lassonde portfolio.
To capitalize on the pre-launch period of
the film, Fruité worked with Draftfcb to build
a contest that invited customers to vote
for their favourite Madagascar 3-inspired
flavour, which launched during the summer.
Customers could vote through
Facebook or on a microsite where they
could also interact with the brand through
games and enter to win prizes, with a
trip to New York City to help with the film
premiere up for grabs.
The campaign saw more than 50,000
votes during the promotional period,
around 38,000 codes were submitted for
instant prizes, and 32.5% of visitors to the
microsite played the online games.
Credits: Client Lassonde Beverages Canada; Agency Draftfcb; CD Anne-Marie Blouin; AD Catherine Blair-Timothy
March 2013
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