November 15, 2005
Company: Aerodeon Turkey
Campaign: NAME THE NEW TASTE
To increase awareness and build anticipation around the launch of a new variant of Doritos product range through an engaging and dynamic national promotion.
An innovative and highly interactive on-pack SMS campaign that gave the consumer the opportunity to decide on the name of a new Doritos product. Consumers were invited to text in their name suggestions for the product, their first and last names together with the unique code found on scratch cards that came out of each package. Prizes offered include: Smart Roadster, free counters, flirt packages (subscription based VAS service which includes flirting tips, party schedules and love horoscopes).
A jury consisting of Turkish celebrities selected the name of Hot Corn` for the new product among all the contestants. The campaign has generated a very positive response and high level of consumer involvement it is successfully heightening the consumer experience.