Crunch marketing

Cheesy mash-up has it in the bag

What?: Missy Elliot is teaming up with Doritos on a multi platform campaign. The partnership will include TV spots, an online mash- up experience and the creation of an exclusive track. The advert will see Missy Elliot inspired by eating Doritos Collisions chips. The two different tastes in one bag prompting her to add some country music to her hip hop.

The accompanying website, will let users mash-up Elliot’s track to create their own collisions, with prizes for the five best submissions. The rapper will feature on the site to give interactive help and guidance.

The track, created by Elliott uniquely for Doritos, will not be made commercially available, and it will not feature on her
forthcoming album.

So what?: The UGC style follows on the heels of a highly successful ad campaign from earlier this year whereby users were asked to create their own ads to air during the Superbowl. The campaign drew 2M hits to the Doritos competition microsite. Whether Missy Elliot is as big enough a draw as Superbowl exposure remains to be seen.

Apparently this campaign is the brand’s biggest expenditure outside of its advertising at the Superbowl. This speaks volumes about its perceived affect on its target audience and also about Missy Elliot’s future bank balance.

Doritos is Spanish for ‘little bits of gold’. However will throwing Missy Elliot’s gold dentures into the mix increase the value of those finger-staining chips?

www.snackstrongproductions.com