Brief

Doritos takes novel approach to mobile with new campaign

Dive Brief:

  • Doritos is taking mobile marketing to a new level, requiring its audience to actually scan a purchased chip in one of the brand’s new flavors. 
  • By scanning the actual chip – and not a code on the outside of the bag – users get access to videos created by social media influencers promoting the new chip flavors.
  • Mobile is a particularly valuable medium for brands seeking the millennial market.

Dive Insight:

Mobile continues to trend and marketers are always looking for new ways to drive engagement on the channel. Research from Millward Brown found that millennials spend 172 minutes each day accessing the internet or interacting with apps on smartphones. This compares to 93 minutes on computers and 60 minutes on another mobile form factor in tablets. In a new campaign, Pepsi-owned Doritos, which has come to be known on social media for its witty campaigns and banter with other brands, is taking mobile interaction to a new level.

Myles Kleeger, Chief Revenue Officer, Appboy, a mobile marketing automation platform, pointed out a valuable aspect of the new campaign saying, "Try it once, and even if you never create a video or send it around to your friends, it's a brilliant way to do a sampling. You're forcing people to try the product and you're using content as the currency to encourage them. It's better than sampling because you're not giving [Doritos] away for free."

Filed Under: Marketing