The campaign was called ‘You make it, we play it’. It was choreographed to start small amongst influencers then build organically through four stages: 1. Getting creative - we used creative press, DM and community websites like Pagii and Freewebs to get influencers involved. As films populated our site, buzz ignited across creative blogs and profile pages.

2. Wider participation - we invested in a heavier online presence across video and social media sites. With the wider audience connected to our influencers, participation exploded.3. Voting - Next we invited our full target to decide the winning ad. Across Facebook, Yahoo, MSN and mobile platforms, the Doritos campaign became a big discussion topic.

4. The winner - Finalists created their own blogs and PR campaigns to try to win votes. The winning ad was aired in a few select spots and online, as well as being transmitted into outer space!

The campaign delivered an incredible 1,300 consumer made ad entries (200 target). With 890,000 views, the campaign became the second most viewed YouTube sponsor channel ever. We generated over 15,000 fans on Facebook, amassed a remarkable 10,400 ad votes and delivered 15% sales growth.

In the words of the Doritos Senior Brand Manager, Peter Charles; “it was a brilliantly innovative campaign, which created massive engagement and ensured huge consumer buzz about Doritos. The end result was incredible, and the campaign over-delivered on all targets” An approach that delivered results that were quite literally out of this world!