This is an oldie but a goldie.
I was the lead copywriter on Doritos for five years while at BBDO. We created Doritos Guru and Doritos Viralocity, the first User Generated ad campaigns for the brand. The initiative was so successful that Frito-Lay USA adapted it for their now famous Crash The Super Bowl program.
- Cannes Lions: Viral Marketing, Cyber, and Media shortlists.
- #1 on AdAge's Viral Chart for 3 weeks.
- #1 Sponsored YouTube Channel in the world.
- Featured in: Fast Company Magazine, Gizmodo.com, Tomorrow Awards, FunnyorDie.com
Back in 2009, Doritos was losing share and teens were turning to other terrible snacks to get their junk fix. To combat the troubling trend, we devised a promotional campaign that invited teens to name a new flavor of Doritos and create their own ad for it. The winning entry ran during the Super Bowl and the creator was awarded 1% of sales of the new flavor for life.
To encourage entries, we created this bizarre low-fi TV campaign to set the expectations for production quality incredibly low. Like, super incredibly low.
In 2010, we created another UGC campaign, but this time we challenged teens to create "the most viral video" ('viral' wasn't such a lame word back then).
To judge a video's Viralocity, we devised an aggregating algorithm to calculate each video's real-time digital footprint, which is just a fancy way of saying "the most shared video won."