Case Study - Doritos at the ESLAND
→ Context
Doritos is a globally popular snack brand, emblematic of snack culture.
→ Proposal
Play the Game proposed that Doritos participate in the third edition of the ESLAND Awards, this time hosted in Andorra.
Considering Doritos' target audience of younger generations, we identified that this edition, streamed via Twitch with a fresh and innovative format, was a perfect fit for the brand.
→ Value
At Play the Game, we handled end-to-end management, from negotiating with event organizers to overseeing activation throughout ESLAND, always working closely with the client.
The client aimed to promote their "Dare" campaign, so we suggested creating a landing page where The Grefg's followers could access the event in an ultra-exclusive way.
How did we do it? Participants shared their most daring stories, internally judged by Doritos to determine the winner.
The winner received a VIP double pass to enjoy the gala up close, along with travel to Andorra, a hotel stay, and access to the after-party with streamers.
We ensured continuous oversight to secure and optimize brand visibility during the broadcast.
→ Results
We achieved over 10 million views across Doritos' featured streams. Additionally, the brand engagement results were impressive, establishing Doritos as the most memorable brand of the event, as reflected in Appinio's study. The web promotion garnered excellent participation rates, surpassing initial campaign KPIs.
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