As a leading snack-selling company in the U.S., Frito-Lay manufactures some of the nation’s most popular snack foods, including Doritos tortilla chips. The company was looking to re-connect with the Doritos brand core audience, 16-24 year olds, in a way that resonated with their lifestyles.
Frito-Lay wanted to create an interactive online experience that would drive user interest and connect the Doritos brand with gaming innovation and fun.
Knowing that video games are a huge part of the target consumers’ lifestyle, Frito-Lay teamed with the Microsoft Entertainment and Devices group to use Xbox in an online gaming campaign.
An innovative contest was developed to drive fans to the Doritos site, SnackStrong-Productions.com, where users were challenged to design the first-ever consumer-created Xbox LIVE Arcade game. Contestants submitted original ideas for a Doritos-inspired video game that captured the spirit of Doritos tortilla chips—all brought to life on the Xbox 360.
To generate additional engagement and brand awareness, consumers were invited to play and vote on the top five games and blog about their opinions and experiences. Fans could then download and play the winning game for free.
The online gaming campaign generated an overwhelming consumer response, including the following results:1
- Several thousand game idea submissions, exceeding expected responses by over 300 percent.
- One million site visitors, 72 percent of whom were new to the Doritos site.
- Consumer engagement with the Doritos brand—time spent on the site increased to 11 minutes while games were being reviewed.
- Over 160,000 Doritos theme packs were downloaded on Xbox LIVE—well over the 50,000 benchmark for a successful campaign.
The Xbox and Doritos collaboration brought excitement and imagination to consumers and the marketplace, generating several thousand game submissions and a reach of 104 million users. Frito-Lay is planning to repeat and further expand the contest, giving Doritos fans even greater control in the future and presenting Frito-Lay more opportunities to engage with their target audience.
To learn more about advertising opportunities with Xbox, contact your sales representative today.
Download the Doritos case study (PDF, 1.24 MB)
