The Challenge:
To increase awareness and build anticipation surrounding the launch of a new variant of Doritos product range through an engaging and dynamic national promotion.

The Solution:
An innovative and highly interactive on-pack SMS campaign that gives the consumer the opportunity to decide on the name of a new Doritos product. The campaign launched on 5th April 2004 and will run until 31st July 2004 and involves the entire Doritos range. Consumers are invited to text in a unique code found on scratchcards within each pack together with their suggested name for the new product. Prizes offered include: Smart Roadster, to be given to the overall winner, 3,800,000 SMS credits, 330,000 Shubuo Flirt Packages (market leader subscription based VAS service which includes flirting tips, party schedules and love horoscopes). In addition the overall winner will have his/her photo printed on the pack of the new product for a month!

The Impact
This campaign has generated a very positive response in its first month and by offering such a high level of consumer involvement it is successfully heightening the consumer experience.
This campaign was undertaken by Aerodeon Turkey