To reinforce that Doritos Collisions is about two flavours colliding together, we created Doritos Collisions Cannons, an integrated mobile-first digital concept that leveraged participation, Periscope and WTF-worthy brand content. We launched a full day of cannons launching items, that were voted on by consumers, colliding into each other – through a live, 12-hour branded Periscope feed.

In launching Doritos Collisions Cannons, we first asked fans to help us decide which bizarre combinations of items to fire at each other. During the last week of September, fans voted on 24 possible cannon combinations to determine the final 12. To create urgency and added weirdness, we chose to live-stream each cannon firing on Periscope. On October 1st, 2015 at every hour – on the hour the Doritos Collisions Cannons fired away, smashing laptops into watermelons, all live on Periscope.

Throughout the day, we released slow-motion instant replays of each collision and a “Greatest Hits” compilation of the best collisions on the following day. Twitter & Facebook were used to drive awareness of Doritos Collisions and to amplify content up to and during “Collisions Day”. Pre-roll was used to promote the slow-motion videos after “Collisions Day”.

The results have been equally as explosive. Our tiny $110k budget generated 1,425,250 views, besting our benchmark estimate of 1,028,500 views by a whopping +40% in organic views. Our Twitter view rate was 14.3%  - 4x higher than the industry average of 3.5%. In terms of business results, after only 4 weeks, Doritos Collisions sales surpassed both of 2014s LTO’s combined. Brand sales are 110% vs forecast, and to meet demand, an additional production run was scheduled. In addition, Doritos brand power score grew to an all-time high during the campaign. “Brand that is setting the trends” grew by an unforeseen 10 points from 28 in Q3 in 2015 to 38 in Q4, when Doritos Collisions Cannons campaign was in-market. Overall ad recall was a whopping 96%, 3x the Canadian average benchmarks, and purchase intent reached 15%, 10.7x vs industry benchmarks!