Credits & Description:
Category: Best Consumer Engagement
Advertiser: FRITO LAY
Agency: THE MARKETING ARM
Date of First Appearance: Oct 20 2010
Entrant Company: MICROSOFT, Redmond, USA
Entry URL: http://www.unlockxbox.com/cannes.aspx
Vice President of Marketing: Rudy Wilson (Frito Lay)
Director of Marketing: Michael Fox (Frito Lay)
Vice President of Account Service: Lori Sutherland (The Marketing Arm)
Senior Business Development Manager: Josh Vall-Spinosa (Microsoft)
Executive Producer: Howard Carey (Giant Pictures)
Associate Brand Manager: Brian Corbett (Frito Lay)
Assistant Marketing Manager: Vandita Lakhani (Frito Lay)
Brand Manager: Dana Allen (Frito Lay)
Account Director: Ryan Lee (The Marketing Arm)
Associate Creative Director: Becky Frolker (The Marketing Arm)
Concept Director: Chris Bellinger (The Marketing Arm)
Senior Brand Solutions Manager: Jon Anderson (Microsoft)
Media Solutions Specialist: Jonathan Segall (Microsoft)
Copywriter: Brian Rubin (The Marketing Arm)
Program Manager: Bill Wagner (Microsoft)
Director of Integration: Monte Masters (Blockdot)
Senior Account Executive: Erika Knight (Microsoft)
Media placement: Online Banner - Xbox Live - 20 October 2010
Media placement: Online Banner - Xbox.com - 20 October 2010
Media placement: Branded Destination Experience - Xbox Live - 20 October 2010
Insights, Strategy & the Idea
Doritos knows their 18-34 target audience plays a lot of video games. Their marketing challenge was to find a way in which they could reach a large number of these gamers and simultaneously excite their core consumer in a compelling way. Their goal was to generate excitement about the brand, deeply engage their audience and ultimately drive sales.
Doritos wanted to challenge its fans to capture the essence of its snack in video game form. To do so it unleashed the Unlock Xbox video game contest. The contest offered those with a game concept but no development skills the chance to bring their game to life complete with the opportunity to win a $50,000 gaming consultant project with Doritos. And at the same time, turn the entire experience into an online video documentary.
A mix of media on both Xbox Live and Xbox.com drove awareness and engagement in the program. Media placements were weighted depending on the phase of the campaign (submission, voting, download) and where a consumer could take action. For example, submitting an idea via the website or voting and download the games on Xbox Live.
Over 1,500 contestants vied for the opportunity to have their idea created into an Xbox Live Arcade game. A panel of judges narrowed the candidates to the top 8 and then Xbox visitors cast their votes to determine the top 3. The top 3 travelled to Microsoft to make their pitch and two finalists emerged. The finalists worked with professional game developers to create their games. Then the two games, Doritos Crash Course and Harm’s Way – by Doritos, were unleashed on Xbox® LIVE™ for free download where gamers could vote on their favourite game.
Results and Effectiveness
The winning game was the fastest downloaded Xbox Live Arcade game in the console's history with over 1 million downloads in two weeks. Over 50% of those who saw the ads on Xbox Live clicked to learn more. Over 40% voted for their favourite game.
An Ad Effectiveness research study illuminated other highlights:
- 72% took action after seeing the ads on Xbox Live
- 49% of these respondents went out and bought Doritos
- 24% told friends about the contest
- 21% visited Doritos.com
Doritos continues to receive incremental impressions through logo integration into the winning game, Doritos Crash Course.
The Promo / PR Ad titled UNLOCK XBOX was done by Microsoft advertising agency for brand: Doritos in United States. It was released in the Oct 2010.