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Doritos College Marketing Case Study

Project Outline

Business Objective:

To increase product relevance among collegiate audiences, as well as celebrate the presidential election. Doritos wanted to execute a marketing program on the day of and the day prior to election day. Sampling over 2 days in 1-2 locations on campus for Doritos brand during election period.

Strategy:

Execute buzz generating campaigns at 21 colleges nationwide on the day of and the day prior to the presidential election. They chose a significant date for their marketing promotion—the day many students were allowed to vote for the first time. They wanted to build on the excitement of this day and create an experience students would remember.

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Target:

21 college campuses in coordination with Aramark and Sodexo markets.

Timing:

Managers - 144 cases of the Doritos Collisions (Pizza Cravers and Ranch) product were delivered to each account manger via UPS between 10/28-10/31

Program Results:

The campuses were filled with buzz about the upcoming election and Doritos capitalized on this excitement by having college street teams engage with students and discuss the upcoming election and encourage voter participation, while distributing the product and getting students excited about the brand. NAM Youth Marketing exceeded client expectations by delivering over 252,000 bags of Doritos to students surpassing the original goal of 126,000.

 

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