Doritos No Choice|短视频|广告营销案例【ADGuider广告指南】

多力多滋别无选择

案例简介：战略限量版产品只为未登记的选民设计，目的是帮助促进年轻人的选民登记。在第一次总统辩论当天，Doritos No Choice 在 Facebook 和 YouTube 上发布了一个社交视频，充分利用了人们对选举的意识和兴趣的提高。这段视频很快获得了 400万多次观看。这些包在第二天早上，全国选民登记日。为了达到最集中的非注册选民 -- 只有他们 -- 这些包藏在美国几个大学校园的特殊自动售货机里，分发给那些回答他们还没有注册的人投票。执行 Doritos 重新设计了它的包，并创建了一个产品来促进选民登记。没有选择的袋子藏在全国各地大学的自动售货机里。自动售货机给人的感觉是，当你让别人为你选择的时候，别无选择地向未注册的选民展示它的感觉 (和味道)。通过触摸屏，机器询问学生是否注册投票。那些回答 “不” 的人仍然可以选择他们想要的多力多滋口味，但是，不管他们选择了什么口味，机器都会给他们分配没有选择的袋子，里面有纸板芯片。自动售货机随后邀请年轻选民在那里开始他们的登记过程。多力多滋还重新设计了他们的网站，让任何人订购一个没有选择的包，并把它交给一个没有注册投票的朋友，完全免费。结果在五天的时间里，“没有选择” 运动收到了 10亿多个媒体的印象，并被广泛的媒体报道，包括福克斯、美国全国广播公司、美国广播公司、早安美国, 今日美国和福布斯。更好的是，通过摇滚进行的选民登记增加了 61%,从 2012年的 100万到 2016年的 160万。多力多滋，一个被称为 “为大胆的人” 的品牌，向粉丝们展示了最大胆的选择是做出选择。活动描述所以多力多滋推出了限量版的 No Choice Chips，这是第一袋多力多滋，旨在促进选民登记。多力多滋以大胆的口味而闻名。但是在品牌历史上，他们第一次从他们的产品中去掉了味道和嘎吱嘎吱的味道 -- 甚至是他们的标志。袋子里有多力多滋形状的纸板和一张鼓励读者注册投票的纸条。我们完全重新设计了这个包，把他们的标志性标志涂黑，用一个鲜明的银色包代替他们通常多彩的设计。这些袋子被分布在美国的几个大学校园里，藏在特殊的自动售货机里。然后，我们与美国最大的青年选民登记非营利组织 Rock the Vote 合作，在自动售货机上创建了一个定制注册应用程序。概要在美国，你必须注册才能投票。对年轻人来说，这是一个额外的步骤，可以让他们更多地退出投票过程。举个例子: 在 2012 届总统选举中，62% 的 18 岁至 24 岁的年轻人没有投票。进入 2016，选民的冷漠达到了历史最高水平。但大多数人吃多力多滋®玉米片。事实上，这个品牌在同样的人群中最受欢迎。因此，该品牌希望帮助年轻选民更容易注册，增加选民登记，这表明最大胆的选择实际上是做出选择。

多力多滋别无选择

案例简介：Strategy The limited-edition product was designed only for nonregistered voters with the goal of helping boost voter registration among young people.Doritos No Choice was launched with a social video on Facebook and YouTube on the day of the first presidential debate, capitalizing on the increased awareness of and interest about the election. The video quickly garnered over 4 million views.The bags were available on the following morning, on National Voter Registration Day. To reach the highest concentration of nonregistered voters—and only them—the bags were hidden inside special vending machines at several college campuses across America and were dispensed to people who answered that they had not yet registered to vote. Execution Doritos redesigned its bag and created a product to boost voter registration. The No Choice bags were hidden in vending machines at colleges across the country.The vending machine brought to life the feeling of having no choice showing nonregistered voters how it feels (and tastes) when you let someone else choose for you. Through a touch screen, the machines asked students if they were registered to vote. Those who answered “no” could still choose their desired Doritos flavors but, no matter the flavor they chose, the machine surprised them by dispensing bags of No Choice, with cardboard chips inside. The vending machines then invited young voters to start their registration process right there and then.Doritos also redesigned their website, letting anyone order a bag of No Choice and have it delivered to a friend who wasn’t registered to vote, totally free of charge. Outcome The No Choice campaign received over 1 billion media impressions over the course of five days and was covered by a wide range of media, including Fox, NBC, ABC, Good Morning America, USA TODAY and Forbes.Even better, voter registrations through Rock the Vote increased by 61 percent, from just under 1 million in 2012 to 1.6 million in 2016. And Doritos, a brand known as being “for the bold,” showed fans that the boldest choice is making a choice. CampaignDescription So Doritos launched limited-edition No Choice Chips, the first bag of Doritos designed to boost voter registration.Doritos is known for having bold flavors. But for the first time in the brand’s history, they removed the taste and crunch from their product—and even their logo. Inside the bag were pieces of Doritos-shaped cardboard and a note encouraging the reader to register to vote. We completely redesigned the bag, blacking out their iconic logo and replacing their usually colorful design with a stark silver bag. The bags were distributed at several college campuses across America, hidden inside special vending machines. Then we created a custom registration application on our vending machines, in partnership with Rock the Vote, America’s largest nonprofit for youth voter registration. Synopsis In the United States, you have to register before you can vote. And for young people, it’s an extra step that can turn them off the voting process even more. Case in point: in the 2012 presidential election, 62 percent of youth ages 18 to 24 didn’t vote. And heading into 2016, voter apathy was at an all-time high. But most of them eat Doritos® tortilla chips. In fact, the brand is most popular among the very same demographic. So the brand wanted to help make registering easier and increase voter registration among young voters, showing that the boldest choice is actually making a choice.