Retailtainment: Doritos Partners With Retailers Leading Up To Super Bowl XLI - Event Marketer

Retailtainment: Doritos Partners With Retailers Leading Up To Super Bowl XLI

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A Super Bowl-weekend contest in Miami letting high-energy consumers seeking to be recognized as their team’s biggest fan was the culmination of a series of events for Frito-Lay’s Doritos brand.
 
During the month leading up to the Super Bowl Doritos staged 33 events at Publix stores in Atlanta and South Florida. There shoppers could play a variety of football-themed games and they were invited to prove themselves as their favorite team’s biggest fan. Winners from each local competition got a chance to compete in the finals at the NFL Experience at Dolphin Stadium two days before the game. Five winners—the finals were judged by NFL players—earned Super Bowl tickets.
 
Carl Laredo marketing manager for Doritos told Buzz that the opportunity to activate in a wide geographic area leading up to the game was the key to the initiative. “If we had just started with the NFL Experience and had the entire contest there we just knew we weren’t going to have the broad reach that we wanted to get.”
 
At the NFL Experience at Dolphin Stadium Doritos also sampled two new chip flavors—Smokin’ Cheddar BBQ and Wild White Nacho. The sampling was the unofficial intro to an upcoming national promotion in which consumers will vote to decide which flavor will remain on store shelves.

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