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Presentation 3

Luke Harkin
Luke Harkin

The document outlines Doritos' 12 Days of Christmas marketing campaign to engage 16-44 year olds and drive brand loyalty over the holiday period. The campaign invites users to submit Vine videos singing the "12 Days of Christmas" with a Doritos twist and select winners daily, culminating in featuring the top 12 videos in an advertisement during the X Factor final. The overall winner receives a Doritos-themed party with a Mariachi performance. The campaign aims to make the Doritos brand feel relevant and cool to their target audience through an interactive social media contest.

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12 Days of Doritos Christmas By Kitty Lambe and Luke Harkin
The Plan Create a campaign focussing on Doritos brand pillars. ! ! Doritos is there to make any party better. - Christmas is a time for parties. ! 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. ! 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 鍖nal of the X-Factor with a 1 minute special feature music video/ advert.
The Build Up ! Create an invitation advert, inviting users to participate in the 鍖nal X-Factor advertisement, by submitting their own Vine clips singing the famous "12 Days of Christmas" with a Doritos/Mexican twist. ! ! ! ! ! ! ! ! ! Create a conversation on Twitter and Vine, including sponsored Tweets and videos from celebrities. ! Every day a winner will be selected, with one overall winner being chosen throughout the whole campaign. ! ! ! Prizes ! 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 ! ! There will be 112 prizes given overall - 1 main, 11 second prizes and 100 winning sombreros. !
Online Engagement When the campaign is opened and people submit their videos, they will be judged by Doritos fans on Facebook and Twitter. ! If they are unable to submit a video, they can leave a message for the Mariachi band to record, increasing the chance of participation.
The Outcome The 鍖nal advert, which will include the 12 best vine videos, input from Facebook comments and other interaction will be featured during the X Factor 鍖nal. ! The song, aired during the X Factor 鍖nal making it relevant to the audience, and giving the music video relevance to the target market. ! This will also make the Doritos brand relevant to the target audience, making it cool. ! 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 鍖nal. !

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Presentation 3

  • 1. 12 Days of Doritos Christmas By Kitty Lambe and Luke Harkin
  • 2. The Plan Create a campaign focussing on Doritos brand pillars. ! ! Doritos is there to make any party better. - Christmas is a time for parties. ! 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. ! 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 鍖nal of the X-Factor with a 1 minute special feature music video/ advert.
  • 3. The Build Up ! Create an invitation advert, inviting users to participate in the 鍖nal X-Factor advertisement, by submitting their own Vine clips singing the famous "12 Days of Christmas" with a Doritos/Mexican twist. ! ! ! ! ! ! ! ! ! Create a conversation on Twitter and Vine, including sponsored Tweets and videos from celebrities. ! Every day a winner will be selected, with one overall winner being chosen throughout the whole campaign. ! ! ! Prizes ! 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 ! ! There will be 112 prizes given overall - 1 main, 11 second prizes and 100 winning sombreros. !
  • 4. Online Engagement When the campaign is opened and people submit their videos, they will be judged by Doritos fans on Facebook and Twitter. ! 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 鍖nal advert, which will include the 12 best vine videos, input from Facebook comments and other interaction will be featured during the X Factor 鍖nal. ! The song, aired during the X Factor 鍖nal making it relevant to the audience, and giving the music video relevance to the target market. ! This will also make the Doritos brand relevant to the target audience, making it cool. ! 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 鍖nal. !