To help launch its new flavor of chips, Doritos partnered with MTV in a multi-million dollar deal that included a sponsorship of NextOrNot. As creative director and strategist for MTV, as well as the original creator of NextOrNot, my goal was to create a concept that ties the premise of the show NEXT with the release of the new flavored Sweet and Spicy Doritos Chips.
I reskinned NextOrNot.com and tweaked its functionality so people could identify themselves as Sweet or Spicy. The winners in each category were actually flown to Los Angeles and went on dates with one Spicy girl and one Sweet guy. Videos from those dates were shown as webisodes online and interstitials on-air. After a period of voting on the website one winning couple was selected to appear in a new, nationwide Doritos commercial.
The partnership garnered amazing statistics and press coverage.
From AdAge: “In the past few weeks, Frito-Lay’s Doritos has quietly achieved online product-launch metrics most marketers would kill for. A microsite for its new Spicy Sweet Chili chips has garnered more than 13 million page views and nearly 200,000 unique visitors in its first few weeks, with an average of 34 minutes spent on the site. If those numbers seem to you to come out of nowhere, perhaps it’s because you’re not an MTV viewer. The network is the sole media outlet Doritos is using to promote its new flavor, beginning with a highly trafficked companion Web site to MTV’s Next dating series, nextornot.com.”
Among the great buzz generated, the campaign was also nominated for a 2008 Promo Magazine PRO award, and I just found out that it has its very own Wikipedia page