Doritos King of Ads drives royal sales
Doritos is continuing in its quest to find advertising royalty with the launch of the second phase of the King of Ads campaign - Watch It, Love It, Share It.
27 May 2010
Following the huge success of the first 'Make the Ads' stage, which inspired almost 3000 ads made by consumers and attracted 1million views on the website, Doritos, the fastest growing bagged snack of 2009*, is asking retailers to stock up on the new 'Watch It, Love It, Share It' promotional packs.
The packs encourage customers to watch and share the top 15 ads with friends. By sharing the ads via social networking sites and email, customers will be in with a chance of winning one of many exclusive 'King of Ads' prizes, from Doritos Chip and Dip coupons worth £3, to a digital cameras from play.com worth over £100. So far, consumers have spent nearly 2.5million minutes on the website and there have been an impressive 145,000 shares, with a prize being won every five minutes!
Doritos' expert panel of celebrity judges will then whittle the top 15 entries down to the best three. Presenter Lauren Laverne, actor Noel Clark and director David Shane will chose the best entries in a series of TV programmes set into ad breaks during Channel 4's T4 at the end of the month. The winning three will then be voted on by the public at doritos.co.uk, with the winner being announced on 13th June. This ad will appear on TV for a whole month till 12th July, during the World Cup.
Jon Kyle, Walkers Impulse Sales Director says; "The public have responded fantastically to our 'King of Ads' campaign and retailers have been capitalising on sales by stocking up on the great tasting range and maxisiming visibility through using engaging POS on their main fixtures as well as in secondary locations such as beers, wines and spirits. We expect sales to continue to grow as the campaign builds to its climax with the screening of the overall 'King of Ads' on national TV."
* Nielsen RMS, Value Sales, 09 vs 08 - Total Coverage
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