We’re very proud of the work we did with Doritos Uncut and we’re happy to have it featured today.
From Facebook Studio:
To increase social engagement in the Brazilian market, Doritos tasked LiveAd and Night Agency with building a Facebook presence from the ground up. To leverage the inherent sharing and storytelling behaviors within Facebook, we created Doritos Uncut, a collaborative, creative storytelling application for the Brazilian market that allowed friends to engage with each other on the Doritos Facebook Page. This allowed Doritos to not only create a ‘hangout’ for fans, but to also grow its fan base at the same time.
This innovative Facebook application invited fans to submit 140-character segments of a story, and then urge their friends to help them complete it for the chance to have their story brought to digital life by Doritos! At the end of every day, the story with the most votes was transformed into a digital storyboard and at the end of the promotion, fans voted for their favorite storyboard. The winning story was turned into an animated digital short that was entered into animation festivals (including SXSW and Kino Fest), and the winning authors received a trip to Hollywood.
Doritos promoted the campaign on nearly 20 million product packages during the two-month campaign, in addition to Facebook media and partner blogs. It also capitalized on the assumption that fans would be eager to share their stories and post notifications to their walls, driving large amounts of organic traffic to the campaign.
In less than two months, the new Doritos Facebook Page grew to over 30,000 fans. Doritos Uncut saw a total of 4,266 stories published, with 16,349 people using the application. The number of impressions from the stories alone is close to one million. This level of performance helped Doritos solidify that while this story-telling behavior was already happening, the capacity for it to grow into something bigger through a single point of engagement was a huge opportunity.
This campaign marks the first large-scale Facebook initiative by Doritos in the Brazilian market and received recognition for being a top performing campaign by Alexandre Hohagen, Vice President of Facebook in Latin America.
Agency: LiveAD, São Paulo
Production Agency: Night Agency, NY
Target: Brazil · Latin America
Language: Portugese (Brazil)
Category: Consumer Packaged Goods (CPG)
Objectives: Awareness, Online Traffic
Media: Print, Online
Creative and description provided by contributing agency or brand.
Creative And Planning Director: Mauro Silva And Keke Toledo, LiveAD
Creatives: Vinícius Facco, Vladimir Figueiredo, Julia Duarte, Alexandre Kiss, LiveAD
Executive Producer: Evan Vogel, Night Agency
Account Director: Aline Rossin, LiveAD
Project Manager: Karina Rehavia, LiveAD
Technical Director: Ramon Torres, Night Agency
User Experience: Fernando Maciel And Fernando Amaral, LiveAD
Digital Producer: Georgia Perris, Night Agency
Digital Producer: Marcus Vinicius, LiveAD
Account Manager: Ricardo Bosco, LiveAd
Account Assistant: Fernanda Bergamini, LiveAD
Back End Developer: Denis Kobozev, Night Agency
Front End Developer: Kara Kincaid, Night Agency
Quality Assurance: Jose Benavides, Night Agency
Storyboard Illustrations: Move (São Paulo)
Storybord Animation: Capsula (São Paulo)
Final 3D Animation Movie: Plenty (Buenos Aires)
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