|Brand||SMITH'S SNACKFOOD COMPANY|
|Product / Service||DORITOS BATTLE OF THE FLAVOURS|
|Category||A04. Direct Response Digital Media|
|Entrant||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Entrant Company:||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|DM/Advertising Agency:||CLEMENGER BBDO SYDNEY, AUSTRALIA|
|Baz Baker||Clemenger BBDO||Art Director|
|Chris Pearce||Clemenger BBDO||Copywriter|
|Paul Nagy||Clemenger BBDO||Executive Creative Director|
|Mike Spirkovski||Clemenger BBDO||Executive Creative Director|
|Simon Macrae||Orange Whip Films||Director|
|Rod Enright||Clemenger BBDO||Sound Engineer|
|Denise McKeon||Clemenger BBDO||Executive Agency Producer|
|Alex Mooney||Orange Whip Films||Executive Producer|
|Russell Masters||Fanatic Films||VFX Supervisor|
|Smaran Jworchan||Clemenger BBDO||Agency Senior Account Manager|
|Jacob Baldock||Clemenger BBDO||Agency Account Manager|
|Jamie Bruce||Smiths - Doritos||Brand Manager|
|Andrew May||Smiths - Doritos||Brand Manager|
To generate consumer engagement, Doritos launched two new flavours and created 'Battle of the Flavours'. This battle allowed consumers to decide which flavour survived. At the website you could join the battle and vote for your favourite flavour. The task here for this piece of work was to get people to re-engage with the 'Battle of the Flavours' website.
The theme of this promotion was 'Battle of the flavours'. Each flavour was represented by a fighter. Once you had joined a side you would be sent a 'threat' video 2 days later. This personalized threat video was totally relevant to the 'Battle' theme. But it made it the battle very personal by including photos of you and where you lived. The audaciousness of the threat made people want to re-engage with the website which was what we were trying to achieve.
People voted for one of two new flavours at the website. Each flavour was represented by a fighter. After voting you would then receive a 'threatening' video from the opposing side. This video was personalized by dragging in photos from Facebook Connect and Google Earth to really make the point... "We know who you are, we know where you live and we know who your friends are'. The treat left you with 2 options. You could switch sides as you were asked. Or you could go into the battle arena and literally give this fighter a belting. Either way you were re-engaging with the website, which was our objective.
Emails were sent to all people who had joined a side at the website. A link on the email took people to the 'threat' video. Impressively 38% of all people who received the email re-engaged with the website.