The campaign follows on from Doritos pioneering use of social media in its recent campaigns, with the ambition of creating a consistent and exciting social presence for fans, and cementing itself as the go-to snack for all social occasions. In this case Doritos is one of the first FMCG brands in the UK to trial Snapchat as part of its marketing communications.
The team are bringing back the popular Mariachi Doritos and will be creating personalised Halloween content for Doritos fans. They’ve created a Doritos Snapchat account to be able to engage with fans on a channel that they love, with content personalised for them. Fans need to add Doritos on Snapchat, and then the fun will begin.
On the 31st October, the band will be live and ready to engage with fans. They will be dressed in spooky outfits, singing Halloween songs, reading ghost stories especially for fans, all in real-time.
As fans Snapchat Doritos, the band will reply with a either a short video, or image to each fan. While the content only lives for a few seconds, those fans who receive content from Mariachi Doritos are encouraged to screenshot their responses and share them, for the chance to win Doritos party prizes.
The recordings will be shot on a Samsung Galaxy camera with full collaboration between brand team and agency, and no time for editing prior to sending on to fans.
Charlotte Flook, Doritos Marketing Assistant says, “Doritos is always looking for new and exciting ways to build deeper engagement with our loyal fans across the social media landscape. Snapchat is an exciting new platform that will allow us to personalise content and respond in real time.”
Paul McCrudden, Head of Social Media at AMV BBDO comments, “This Halloween Snapchat campaign is another example of how Doritos bring the party to key occasions throughout the year. The highly personalised, fast-turnaround content on this new platform enables Doritos to engage a younger audience in a really fun way.”
The campaign will run for one day only and be supported across Twitter and Facebook.