October 28, 2008

The World's Largest Doritos

Weeks ago our Doritos Brand Team, Alexandre Chiavegatti and Carol Gormezano, told me about a social network community of Doritos-lovers who were asking for a 5kg bag. So, we decided to make it happen.

This past week dozens of giant bags were sent to members of the community as you can see in this first video.

The growth of social networks is fascinating and the challenge for marketers is how to leverage this universe in a non-intrusive way.

The team decided to have a little more fun and ended up producing a 3m bag with over 132kg of Doritos - obviously the largest in the world. The massive bag was presented at one of the coolest teen events, it went for a ride all over town in the back of pick-up truck and it was hauled up a five-story building. The buzz from both initiatives has been amazing

In just a few days, over 11,000 mentions in blogs/twitters/sites and over 44,000 people saw the giant Doritos video we posted on YouTube.

This is the video of the giant Doritos...


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