29.06.2009
Doritos dips into mobile with SMS promotion
Doritos, a brand of flavored tortilla chips produced by PepsiCo’s Frito-Lay, has launched a new mobile campaign to support its latest product, Flavor Shots. The Flavor Shots product is Nacho Cheese Doritos with flavor packets inside that consumers can pour in their bag to provide additional zest. Frito-Lay is distributing this product primarily in convenience stores, where the company is using in-store signage to urge consumers to text keyword BLAST to short code CHIPS (24477) to enter the Blast Zone promotion, in addition to a radio ad with the mobile call-to-action. As part of the mobile campaign, Doritos is offering Xbox-related prizes and free Doritos products, as well as the chance to attend NASCAR driving school or fly in a MIG fighter aircraft or in the Vomit Comet, a plane that replicates zero gravity. Doritos is driving people to participate in its mobile promotion via radio commercials and in-store signage with the mobile call-to-action.
Fonte: Mobile Marketer
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