November 30, 2010
Doritos' Viralocity campaign takes top CMA honour
Online video contest wins Best of the Best
Frito Lay's "Viralocity" campaign for Doritos bagged the top honour at the 40th annual Canadian Marketing Association (CMA) Awards Gala on Friday, November 26 in Toronto. Recipient of the 2010 CMA Best of the Best Award, the campaign was developed by BBDO/Proximity Canada.
The campaign featured an online video contest that challenged budding filmmakers and Doritos' lovers to grab a camera and go viral. Consumers were invited to name Doritos' newest flavour and promote their video via social networking in order to obtain the largest digital footprint and chance at a $250,000 grand prize.
According to results, video viewership and YouTube subscriptions increased by 400 and 525 percent respectively and the number of Facebook fans doubled while the campaign was in the field. The total campaign also won Doritos more than 170 million earned media impressions.
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