Doritos, a tortilla snack by Frito-lay GCC (PepsiCo’s snack food division) recently launched their “Mystery Flavor’ campaign, which has brilliantly driven consumer engagement and set new standards in marketing campaigns.
From the moment the campaign was launched, consumers were in the face of a nameless pack and given the chance to guess its flavor by coming onto the site and registering their votes. The website, which was in both Arabic and English, has witnessed an impressive number of users sign up on the site reaching 11,291 subscriptions; 4,035 wall comments and more than 34,000 votes collectively.
“The theme of DoritosArabia is “fiery”, “hot” and “spicy”, in sync with Doritos' new “Mystery Flavor” which hits you with a wave of a mouth watering sensation. The website includes downloads, contests and a “Hunt for the Mystery Flavor” game!
The Doritos target audience is the GCC youth who are smart, tech savvy, brand conscious and are looking for exciting new experiences and adventure. The objective of this campaign was to involve them in the selection process of the Mystery Flavor and engage them through games, contests etc.
Users were asked to ‘Guess The Mystery Flavor’ and vote for their choice online. This was the first time that Doritos used this path breaking initiative to drive consumer traffic. This online endeavour saw a gradual start in the month of April. However, in May and June, the number of votes increased drastically for guessing the mystery flavor. This clearly shows how the campaign was picking up.
In addition to this, there were a variety of interesting sections on the website such as the Doritos Wall, Downloads, Games and Collect and Win sections. These sections clearly received a positive response from online users. The Wall had users posting comments about the Mystery Flavour and Doritos. Downloads section gave users an opportunity to get some cool, funky wallpapers & screensavers.
There were highly interactive and engaging games ranging from bike races to pictorial puzzles, which got a tremendous response on the site. The Collect and Win section which saw users answer new questions every day to win cool prizes was an outright hit with the target audiences.
This impressive increase in numbers online clearly shows that the website has managed to create brand prominence, stickiness and brand recall for Doritos as well as giving a boost to the ‘Mystery Flavor’ campaign.
Frito-lay GCC would like to thank its partners for the hard work put behind the success of this project: Impact BBDO Jeddah for the unique idea of the campaign, OMD Digital for the exceptional online media support, and BC Web Wise for the site development.