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In the food market, it is not enough to ensure the taste and quality of products for them to be successful . It is necessary to create a digital marketing strategy that focuses on innovative positioning and captures the attention of potential consumers. It was with this awareness in mind that the snack brand Doritos opted for an original campaign, to say the least: Doritos Uncut . Now watch the video.
Based on the premise of “ fun among friends ” that sustains the brand in switzerland email list Brazil, Doritos decided to promote a collaborative story creation contest on its Facebook page. Interactivity was the key word behind the initiative, whose ultimate goal was to increase the number of followers on the fan page.
The idea was simple : all it took was a “like” for any Facebook user to access the application, which allowed them to quickly and easily start a story whose ending they had no idea how it would end. After a few clicks, that same user could invite their friends to continue the plot they had just created. In total, each user could write a maximum of 140 characters , and the story would only be complete when the fifteenth user wrote their part.
At the end of each day, the story with the most likes was transformed into an animated storyboard that would be included in the final stage of the competition. The initiative was launched at the launch of the brand's Facebook page and gained 70,000 new followers. In total, almost 4,500 stories were created by a total of more than 16,500 users. The numbers prove the success of the project and ensured a significant increase in Doritos sales .
Finally, the storyboard author who received the most approval from Doritos fans and the most likes would win a trip to Hollywood with two friends. In addition, their story would be turned into an animated short film . The final result was this:
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