Overview: the launch campaign of a new Doritos flavor, Doritos DJ, took the integration of online and offline mediums. The campaign ran during the summer across shopping centres, TV and the Internet. Consumers at shopping centres were asked to step into a booth, try the new Doritos and then sing and dance in front of a video camera. Videos were played on the site. An interactive voting system allowed users to throw bricks, tomatoes or even cheer contestants. The top video clips became the TV ad for Doritos DJ. Objectives: create massive awareness for the new Doritos DJ, get consumers to interact with the brand online (interactive branding), convince customers to try the new Doritos flavour. Results: the site traffic was amazing. One particular video clip got over 180,000 votes.