Transcript Doritos Hotel 626 - Flexo & Partners

Doritos Hotel 626
Case Study #3
Digital Marketing
Scott W. Flexo, Ph.D
Background
• Every year around
Halloween Doritos
brings back two flavors
of chips from its
FLAVOR
GRAVEYARD!
• Every year at
Halloween a new digital
campaign is developed
to honor the flavor's
RISE FROM THE
DEAD
Challenge
Create an online experience that would be SO INTENSE, SO
FRIGHTENING, SO INTERACTIVE, that the target would pass it
around on their own to each other using social media.
Target Audience
• Males16-24 Years
• Core Target: Male
Teenagers
• Digital Natives
– Cellphones
– Internet
– Videogames
Target Audience:
What is a Digital Native?
• Males16-24 Years
• Digital Natives
– Cellphones
– Internet
– Videogames
A person born or brought up during the age of
digital technology and therefore familiar with
computers and the Internet from an early age.
"The digital tools that are reshaping our economy
make more sense to young digital natives than to
members of older generations"
What is a Digital Native?
What's Next? - The Swipe Generation
What is a Digital Immigrant?
• Digital Immigrants
– Adopters
Digital Natives vs. Immigrants
A digital immigrant is an individual who was
born before the existence of digital
technology and adopted it to some extent
later in life.
Digital Native vs Digital Immigrants
Target Audience:
Digital Native
• Males16-24 Years
• Digital Natives
– Cellphones
– Internet
– Videogames
A person born or brought up during the age of
digital technology and therefore familiar with
computers and the Internet from an early age.
"The digital tools that are reshaping our economy
make more sense to young digital natives than to
members of older generations"
Video Gamer Stats 2013
Target Audience:
Digital Native
97 percent of teens play video games. 99 percent of boys
compared to 94 percent of girls.
86 percent play video games on consoles, such as Xbox
and PlayStation, 73 percent play on computers; 60 percent
used portable gaming devices (PSP, DS, etc.); and 48
percent use cell phones.
74 percent of teens play racing games, followed by puzzles
(72 percent), sports (68 percent), action (67 percent), and
adventure (66 percent).
Target Audience:
Digital Native
1/4 of teens who play online games with others do
so with people they first met online (27 percent).
While almost half play online with people they know
offline (47 percent).
1/3 of surveyed teenagers reported that at least one
of their three favorite games is rated Mature or Adult
Only (32 percent). This also breaks down along
gender lines, with 79 percent of boys favoring them,
compared to 21 percent of girls.
Campaign Objectives
•Generate Awareness in the resurrection
of Doritos flavors introduced during
Halloween
• Maximize "Viral Buzz" Among Target
Market for the flavors and web site.
•Maximize sales o f resurrected flavors
during Halloween period.
• Scare teenage Americans out of their
wits!
Web Site: Hotel 626
• Immerse Teenagers into
a Living Virtual
Nightmare
• Personalized Play:
Target Becomes the
Star of the World
• Blurred Lines Between
Virtual World and
Reality
– Live Action/3D Animation
– Use of Targets Camera,
Microphone and
Cellphone
Hotel 626: Action
• Early in the game, the player's webcam surreptitiously snaps a
photo of the player, and then featured their face prominently
in the lair of a serial killer.
• Site also call on players to use their cellphones during the
experience, offering phone tips on finding their way out.
• Visitors could only play the game at night – doors were open
only from 6pm to 6am boosting interest and scare factor.
• Video was shot in an abandoned mental hospital using bloody
handprints on hotel shower stalls!
Hotel 626
Results
• 12M visitors from 188
countries
• 13 minute stays
– 4x industry average
• Site shares on thousands
of blog sites, featured in
YouTube videos and
discussed at social
networking sites.
• 2M bags of resurrected
flavors sold
– Sold out in 3 weeks
Sample Blog Entries
•
•
•
•
•
Asylum 626. Retrieved September 18, 2012, from
http://www.myawardshows.com/2010/OneShowEntertainment/asylum6
26/
Duncan. (2009, June 22). Doritos Hotel 626. Retrieved September 18,
2012, from http://theinspirationroom.com/daily/2009/doritos-hotel-626/
Fourth Wall Studios. Retrieved September 18, 2012, from
http://fourthwallstudios.com/platform
Hotel 626. Retrieved September 18, 2012, from
http://www.cyberentries.com/hotel626/
Yu, Roger. (2012, February 3). Super Bowl marketers bet on mobile.
Retrieved from September 18, 2012, from Hotel 626. Retrieved
September 18, 2012, from
http://www.usatoday.com/tech/news/story/2012-02-02/super-bowlmobile/52939900/1
Asylum 626
• Spawned a Sequel (of
course)
• Used Facebook, Twitter,
and video recording to
help get the message out
and get more into the
game
• Moved product via
infrared codes – obtained
from the product
packaging and used for
hints during game play
– Unique integration of
product and web sites
Asylum 626
• Sequel took lessons learned from Hotel 626
and created Asylum 626.
• Did even more to blur the lines between the
virtual world and reality.
• Here's the trailer:
http://www.youtube.com/watch?v=QaAWDZZbh2Y&feature=plcp
Lessons Learned
1. Deliver an engaging and immersive experience
online that is controlled by the site visitor.
2. Understand fully and completely your target
audience and build the site experience especially for
them.
1. Create engaging content that resonates with your target.
3. Find ways to harness the social network and
generate earned media and viral buzz to extend the
online web site campaign.
1. Trigger the desire to "share" the site and experiences.
You faced your darkest fears.
We hope you enjoyed your stay at Hotel 626.
Questions?