LiveAD Wins Entire Digital Account of DORITOS® for 2012
SAO PAULO, Nov. 28, 2011 /PRNewswire/ -- After doing a successful job of positioning DORITOS® on Facebook in 2011, LiveAD has won the brand's digital account for 2012.
Historically, DORITOS®, the leading corn tortilla snack, has been showing yearly growth and is one of PepsiCo's brands with the greatest growth potential.
In 2011, LiveAD created the DORITOS® Uncut campaign, which won more than 50,000 fans for the Facebook page in two months. The idea was to bring together friends through a Facebook application to create a story, 140 characters at a time.
To start a story on the application, the user just needed to create the beginning with a post of up to 140 characters, which could be original (of one's own authorship), or suggested by the application. Then, the user would call his or her friends to continue the story. At the end of each one of the 15 days, the plot that was most liked became an animated illustration. The project generated positive numbers:
- 4,422 stories created, involving more than 16,000 people – reading one story per day, it would take one person almost 11 years to read them all
- More than 2 million characters, adding up all the passages of all the stories created in the applications – equivalent to half of the Bible.
- 63,000 users of the DORITOS® Uncut APP on the Fanpage
- An average of 10 minutes on the application
- More than 1,000 mentions on blogs and on Twitter
- 890,000 page views of publications on Facebook
After completion of the participatory phase, the animated illustration became a cartoon short. The final phase of the campaign included the presentation of the winning story. Kelvin Tatarevic took the prize with 1,143 votes, winning a trip to Hollywood with two friends.
See more details here:
http://www.pitchengine.com/livead/doritosuncutcomosairdezeroparamaisde50000fasnofacebook
The challenge for LiveAD will be to contribute to the brand, in synergy with all communication activities, to increase DORITOS®' penetration through a digital relationship with consumers of the brand.
CONTACT:
Rodrigo Cunha
Email: [email protected]
Tel.: +011-55 11 3071-0064
SOURCE LiveAD
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