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In September 2015, Crash the Super Bowl, the Doritos crisps

competition, will open to participants. It is a contest to pick the best

Doritos’ promotional video which will be broadcasted during the Super

Bowl.

The following communication plan shows the set up strategy to

increase Crash the Super Bowl international renown. First we will talk

about the context, detail goals and means. Then, we will develop tools,

medium and communication actions.

After to be impregnated with 'spirit Doritos' by watching videos of

Crash the Super Bowl, we started the realisation of the plan of

communication with pleasure.

In order to achieve this communication plan, we decided to create a

virtual communication agency. We call it The Dori'team. This identity

was helpful during our work, including for budgeting. We used the

nickname "Dori'team ' to register on the website offremedia.com,

which presents different medias prices.

We did two brainstormings for making the actions of communication.

The ideas we have should have an international dimension and a funny

side. Once the ideas founded we have sought for each of the

arguments. This allowed us to remove some of them. Then, we have

classified them in order of importance, that helped us to do the

planning.

METHOD

MOTIVATIONS

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The angle can be summed up in this signature: Cool, creation and

contest. It translates the universe of Doritos and the spirit of our team,

the Dori'team.

It was difficult to put a cost on all communication actions.

The initial budget of 3 million dollars represented a constraint because

we couldn't keep all our ideas. We have made a selective choice based

on cost and relevance of ideas. For example we had thought to do a

flocking of airplanes. This method is interesting because it provides

visibility and that aircraft traveling internationally. However, we

noticed that to write the word 'crash' on an airplane (Crash the Super

Bowl) could be in bad taste.

We needed to ensure that the communication actions do not promote

Doritos chips but the video contest.

POINT OF VIEW

DIFICULTIES

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Doritos is a brand of crisps, created by Frito-lay’s company, subsidiary

of PepsiCo, in 1964. The firm is presents in 46 countries and 6

continents in the world.

Since 2006 in the United States and 2013 in thirty more countries,

Doritos has set up a commercial contest at the occasion of the Super

Bowl. This competition, “Crash the Super Bowl”, calls net surfers to

post a video of 30 seconds on Doritos’ website. They must be careful

to respect 3 values : funny, family and catchy. The winner, who is

chose by Internet users thanks to their vote, will win 1 million of $ and

will watch his video broadcasted during the Super Bowl half-time. In

2016, the competition will be organized in San Francisco, for the

fiftieth edition.

However, there are differents steps :

mid-september : the launch of the competition

early November : closing of participation

mid-November : choice of 30 videos

January : votes beginning

CONTEXT

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Before setting up the communication plan, that’s necessary to define

objectives.

Firstly, we have to extend Doritos communication worldwide. Since

2013, the competition was opened at international ladder but his

existence is especially known in USA.

Secondly, due to the international opening of competition, we have to

increase the contest participants. However, the most important is not

make the contest well-known but make people to participate.

The main thing for us, is to keep Doritos’ image through the

communication plan. The funny side which want the brand has to see

on videos.

To lead this communication plan, we have several types of means at

our disposition. First, a budget of 4 million dollars has to be respected.

Thanks to it, we can realize important communication actions during

three months. However this budget may seems few for an

international communication.

Concerning human resources, the Dori’team has realised the

communication plan but specialists and collaborators will be called to

insure our project. Finally, on the technical side, it is especially a

digital communication, but for some events, Doritos’ technical teams

will be deployed.

OBJECTIVES

MEANS

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The Doritos brand have already a good renown. Americans people like

Doritos commercial videos because they are original and funny. Even

more, the unreleased video broadcasted during the Super Bowl, is very

long-awaited by the viewers.

Actions, events, pictures or videos are regularly published on the

American, French and Spanish Facebook Doritos pages. Nevertheless,

according to countries, contents are different. Furthermore, in 2014

Crash the Super Bowl announce was only published on the American

Facebook page.

The Doritos press releases are written, sent and distributed by PepsiCo

because the firm owns the brand Doritos.

With regard to referencing, the search engines which are important for

Doritos are Google, the special one, and YouTube, specialized on

video-sharing. If Doritos and its competition are well referenced on

Google, it is different on YouTube.

When we write "doritos" in the search bar, no video of the YouTube

brand channel appears before the half of the 2nd page. That’s a

problem of referencing because the first displayed video is more recent

and represents more views than most of the previous ones. This is a

point to improve.

STUDY

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THE HAPPENING

In the first time, we thought to do a happening to catch the attention

for the opening of Crash the Super Bowl. We will host a happening in

10 big cities in the world. In each city, it will begin at 3 p.m. We will

start from the east to the west to follow the sun. So, in order, cities

are Tokyo, Sydney, Johannesburg, Paris, London, Madrid, Rio de

Janeiro, Ottawa, Mexico and at the end, the last happening will be in

San Francisco, the place of the Super Bowl 2016. In this way, it’s a

true road to San Francisco. Three month before, we create an

Instagram account. With him, we will publish events photos. With the

hashtag #doritoshappening, they will share their photos of the

happening.

The goal is to keep the crazy side of the brand, so we thought to

launch orange powder to evoke the Doritos crisps cheese powder.

A week before the happening, we will install a billboard where we will

uncover day after day the poster of Crash the Super Bowl to play with

population curiosity and impatience.

Every square will be decorated with Doritos colours : red, black and

gold. To people associate the event with the brand and its competition,

sales booths will be available on-site. Happening will cost 1 million $.

IDEAS

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PEWDIEPIE

We intend to call Pewdiepie. He is the most famous youtuber. Indeed,

more of 32 million people follow him on Youtube. He makes funny

videos during he plays video games. His universe matches with the

Doritos one. We wait for Pewdiepie to make his own Doritos contest

video participation. At the end, his video will have to explain goal and

method of Crash the Super Bowl. We will offer him 500.000 $.

VIDEO

We will also create an internal page on the website which will promise

a real experience for Internet users. We want to realize this idea in the

interest of interactivity. So, we will contact winners of the previous

editions. They will have to create a video with 3 instructions: submit

their winning video, their Crash the Super Bowl history and use at

least a portion of the other 4 best videos of the same year than them.

Each one will receive 10 000$ for their realization and their work.

The concept of interactivity takes action when net surfers have the

choice of eight wacky keywords, selected according to the subject

achievement. The net surfer will have to wait 24 hours before be

allowed to watch another video. Thanks to this idea, we try to provoke

people interest and curiosity. So as to make them return on the

website every day to see all videos.

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POSTERS

In order to reach the public in the cities where a happening will be set

up, 270 (two hundred and seventy) posters will be installed during two

weeks in the most strategic places (with large crowd).These posters

will present the competition and thanks to a QR code, people will be

able to access directly in the website with their smartphones. So their

will have all details of the competition. These billboards will cost

200.000$ per city for two weeks, so 2 million dollars for 10 cities.

EASTER EGG

To finish, we tried to sought an original idea which reach everybody.

Google is the first international website, that’s why it’s the perfect

place to be. The question was, how to intrigue net surfers to enquire

on competition terms. For this, we thought to create an Easter Egg.

This is a hide visual aspect on website like Google. So, when we will

write on the search bar the word “doritos”, a hand print of cheese

powder will appear. Then, some cracked Doritos crisps will come out

on sides. In front of that, a countdown will inform of the competition

deadline. When the net surfer click on, he found Doritos official

website. Easter Egg keeps Doritos values : funny, family and catchy.

This system will enable to talk about this international promotion. This

tool will cost two hundred and fifty thousand dollars.

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PACKAGING

In order to Doritos crisps consumers were informed of the competition,

we will change the Doritos bags packaging at the launch of the

contest. We will put a little ad which presents the contest and bring

net surfers on the website via a QR code. In this way, we will catch the

people attention who know the brand and who could participate.

Firstly, we want to improve the Doritos’ Youtube referencing. That’s

why we will invest 150 000 $. In this way, when the net surfer will

write “doritos” on Youtube, the Doritos official channel and Crash the

Super Bowl video presentation will appear at first.

Secondly, on Doritos website which is in english, the net surfer can

found the instructions, rules and terms of contest in several languages.

However, for a foreign net surfer reaches these details, he has to get

his landmarks in english, that makes difficulties. That’s why we

recommend Doritos to translate all the website in french, spanish,

portuguese, chinese, turkish, arabic and korean.

To finish, internally, Doritos must announce the launch of the

competition before and at the opening day of the competition on

different social networks. Moreover, an Instagram will be created to

share photos of happenings and other fans’ photos.

In addition, the video which presents the big price will be broadcasted

on social networks to incite participants. This digital communication

will be free for Doritos.

LOGISTIC PART

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BUDGET

In the end, the all communication plan actions comes to 3,9 million

dollars. Then, there will be $100,000 to keep for potential risks.

PLANNING

We have made a planning to organize these operations. If we started

to detail from August, some actions need to be made more quickly as

referencing, Instagram account and website translation. August, last

month before the launch of the competition, should serve as teasing

the contest. So we will put on sell new Doritos bags with competition’s

ads. What’s more, we will present the compiled videos on Doritos

website and we will benefit to communicate on the imminent opening

of the competition. In September, the day of the launch will be marked

by various happening and promotion on social networks. In parallel,

we will use the new crisps’ packaging to promote the contest.

Then, during the month of September, we will broadcast the video with

“PewDiePie” on his Youtube channel. Moreover, 270 posters will be

installed in 10 cities for two weeks. In October, we will launch the

hidden program in Google : Easter Egg with hand marks and

countdown. So, it could be a buzz one month before the end of

registration in the contest, expected at begginning of November 2015.

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The intervention Cool, creation and contest is destined to spread

worldwide Crash the Super Bowl communication and increase contest

participants. We have built on originals ideas and means to attract

people attentions. Of course, make the buzz is the final aim. The

communication plan was draw up to make the buzz breaking out. In

this way Crash the Super Bowl will be internationally well-known.

CONCLUSION