PepsiCo / Doritos
Results
The Doritos Xbox campaign effectively drove engagement –as evidenced by high average time-spent and engagement rate – and also increased consideration and purchase intent for Doritos. The click-through rate, which surpassed the benchmark by 2.7X, showed that VDX ad viewers took action to learn more about the promotion. The Cint study found that VDX generated a 0.7% lift in brand favourability across all gamer audiences and that 98.6% of survey respondents reported that they were more likely to buy Doritos after viewing the VDX ad.
Overview
Global food, snack and beverage corporation PepsiCo sought to drive engagement and consideration during its Doritos “Crunch On Game On” promotional campaign. The campaign centered around a competition that consumers could enter to win an Xbox Series S and other prizes.
PepsiCo and PHD Media South Africa partnered with VDX.tv on interactive video-powered ad units to deliver maximum impact among gamer audiences. A brand lift study by Cint was conducted to assess the effectiveness of the ads on target consumers, while predictive AI technology by Neurons was used to understand audience attention.
Campaign Details
To showcase the Doritos Xbox promotion, VDX.tv built multi-tab VDX ad units that were delivered across CTV, desktop and mobile devices, through OTT, in-stream, in-page placements. The ads were targeted to audiences aged 18-54 who expressed an interest in gaming, snacking and the hyperlifer lifestyle. The VDX ad units, which contained interactive tabs with information about the special promotion and instructions on how to enter the competition, enabled a single creative execution to be delivered across screens in a cohesive and consistent manner to target audiences, no matter which device they were using or where they were.
Creative Features
Brand Lift Study
The Cint brand lift study that was conducted during the Doritos Xbox campaign specifically focused on how hardcore, mobile and casual gamers viewed the Doritos brand. The survey-based study compared responses from a control group (not shown VDX ad) versus an exposed group (shown the VDX ad), to better understand VDX’s influence on brand consideration and purchase intent. Respondents were asked questions like, “What is your general opinion of Doritos?” and “How likely are you to buy Doritos?”.
Attention Measurement
Predictive AI technology by Neurons was used to evaluate active attention throughout the VDX ad unit. Eye tracking heat maps showed that audiences not only had their eyes on the video, but also on the custom canvas and secondary tab.
