Doritos
Doritos & Lays – “Snack the Cash”
Campaign Objectives: A summer campaign whose objective was to promote brand desirability and increase sales within the target audience while generating engagement.
Overview: A tasty snack and cash prize…Every kid’s dream! This summer three separate entities came together to create one of the more engaging and intriguing campaigns in the Israeli consumer arena, which included the use of new technologies- some of which were developed locally. This campaign boasted an impressive collaboration between three factors.
- The first- Strauss Group, is the largest food company in Israel and official distributor of Doritos and Lays.
- The second- Poalim Bank, is the largest bank in Israel with widest spread of ATMs.
- The third- Moblin, is the leading mobile marketing company in Israel who initiated the collaboration and created the unique technical system which allowed all the elements to connect. 15 million codes were generated in 15 million participating Doritos and Lays bags as well as
- $300,000 in prizes
- Each prize $150
- 50 winners every day
This campaign created a unique connection between the offline and mobile world with real time results in the “real” world.
How does it work?
The user buys a bag, enjoys the snack and texts the unique code to the short code. It is also possible to participate by entering the code in the website.
The lottery is active 24 hours a day and they are automatically notified if they have won or not. Each winner is placed in the winner’s database. The following morning at 9 am they receive a unique code (by SMS). With this code they go to one of the participating ATM’s, enter the mobile phone number and the code and collect their $150 prize. No card is required to withdraw the money!!!!
Results: The campaign is still running but within the 5 weeks it has been active it generated close to
- 200,000 participants
- 1500 prize winners
- $200,000 cash money prizes
- Increase in product sales.
Target Market: Children and Teenagers 10-21