A l'occasion du SuperBowl, nous avons eu pour mission de réaliser un plan de communication afin d'informer sur le concours de vidéo organisé chaque année par Doritos Cadre : projet étudiant Année de réalisation : 2015

1. 1
In September 2015, Crash the Super Bowl, the Doritos crisps
competition, will open to participants. It is a contest to pick the best
Doritos’ promotional video which will be broadcasted during the Super
Bowl.
The following communication plan shows the set up strategy to
increase Crash the Super Bowl international renown. First we will talk
about the context, detail goals and means. Then, we will develop tools,
medium and communication actions.
After to be impregnated with 'spirit Doritos' by watching videos of
Crash the Super Bowl, we started the realisation of the plan of
communication with pleasure.
In order to achieve this communication plan, we decided to create a
virtual communication agency. We call it The Dori'team. This identity
was helpful during our work, including for budgeting. We used the
nickname "Dori'team ' to register on the website offremedia.com,
which presents different medias prices.
We did two brainstormings for making the actions of communication.
The ideas we have should have an international dimension and a funny
side. Once the ideas founded we have sought for each of the
arguments. This allowed us to remove some of them. Then, we have
classified them in order of importance, that helped us to do the
planning.
METHOD
MOTIVATIONS

2. 2
The angle can be summed up in this signature: Cool, creation and
contest. It translates the universe of Doritos and the spirit of our team,
the Dori'team.
It was difficult to put a cost on all communication actions.
The initial budget of 3 million dollars represented a constraint because
we couldn't keep all our ideas. We have made a selective choice based
on cost and relevance of ideas. For example we had thought to do a
flocking of airplanes. This method is interesting because it provides
visibility and that aircraft traveling internationally. However, we
noticed that to write the word 'crash' on an airplane (Crash the Super
Bowl) could be in bad taste.
We needed to ensure that the communication actions do not promote
Doritos chips but the video contest.
POINT OF VIEW
DIFICULTIES

3. 3
Doritos is a brand of crisps, created by Frito-lay’s company, subsidiary
of PepsiCo, in 1964. The firm is presents in 46 countries and 6
continents in the world.
Since 2006 in the United States and 2013 in thirty more countries,
Doritos has set up a commercial contest at the occasion of the Super
Bowl. This competition, “Crash the Super Bowl”, calls net surfers to
post a video of 30 seconds on Doritos’ website. They must be careful
to respect 3 values : funny, family and catchy. The winner, who is
chose by Internet users thanks to their vote, will win 1 million of $ and
will watch his video broadcasted during the Super Bowl half-time. In
2016, the competition will be organized in San Francisco, for the
fiftieth edition.
However, there are differents steps :
 mid-september : the launch of the competition
 early November : closing of participation
 mid-November : choice of 30 videos
 January : votes beginning
CONTEXT

4. 4
Before setting up the communication plan, that’s necessary to define
objectives.
Firstly, we have to extend Doritos communication worldwide. Since
2013, the competition was opened at international ladder but his
existence is especially known in USA.
Secondly, due to the international opening of competition, we have to
increase the contest participants. However, the most important is not
make the contest well-known but make people to participate.
The main thing for us, is to keep Doritos’ image through the
communication plan. The funny side which want the brand has to see
on videos.
To lead this communication plan, we have several types of means at
our disposition. First, a budget of 4 million dollars has to be respected.
Thanks to it, we can realize important communication actions during
three months. However this budget may seems few for an
international communication.
Concerning human resources, the Dori’team has realised the
communication plan but specialists and collaborators will be called to
insure our project. Finally, on the technical side, it is especially a
digital communication, but for some events, Doritos’ technical teams
will be deployed.
OBJECTIVES
MEANS

5. 5
The Doritos brand have already a good renown. Americans people like
Doritos commercial videos because they are original and funny. Even
more, the unreleased video broadcasted during the Super Bowl, is very
long-awaited by the viewers.
Actions, events, pictures or videos are regularly published on the
American, French and Spanish Facebook Doritos pages. Nevertheless,
according to countries, contents are different. Furthermore, in 2014
Crash the Super Bowl announce was only published on the American
Facebook page.
The Doritos press releases are written, sent and distributed by PepsiCo
because the firm owns the brand Doritos.
With regard to referencing, the search engines which are important for
Doritos are Google, the special one, and YouTube, specialized on
video-sharing. If Doritos and its competition are well referenced on
Google, it is different on YouTube.
When we write "doritos" in the search bar, no video of the YouTube
brand channel appears before the half of the 2nd page. That’s a
problem of referencing because the first displayed video is more recent
and represents more views than most of the previous ones. This is a
point to improve.
STUDY

6. 6
THE HAPPENING
In the first time, we thought to do a happening to catch the attention
for the opening of Crash the Super Bowl. We will host a happening in
10 big cities in the world. In each city, it will begin at 3 p.m. We will
start from the east to the west to follow the sun. So, in order, cities
are Tokyo, Sydney, Johannesburg, Paris, London, Madrid, Rio de
Janeiro, Ottawa, Mexico and at the end, the last happening will be in
San Francisco, the place of the Super Bowl 2016. In this way, it’s a
true road to San Francisco. Three month before, we create an
Instagram account. With him, we will publish events photos. With the
hashtag #doritoshappening, they will share their photos of the
happening.
The goal is to keep the crazy side of the brand, so we thought to
launch orange powder to evoke the Doritos crisps cheese powder.
A week before the happening, we will install a billboard where we will
uncover day after day the poster of Crash the Super Bowl to play with
population curiosity and impatience.
Every square will be decorated with Doritos colours : red, black and
gold. To people associate the event with the brand and its competition,
sales booths will be available on-site. Happening will cost 1 million $.
IDEAS

7. 7
PEWDIEPIE
We intend to call Pewdiepie. He is the most famous youtuber. Indeed,
more of 32 million people follow him on Youtube. He makes funny
videos during he plays video games. His universe matches with the
Doritos one. We wait for Pewdiepie to make his own Doritos contest
video participation. At the end, his video will have to explain goal and
method of Crash the Super Bowl. We will offer him 500.000 $.
VIDEO
We will also create an internal page on the website which will promise
a real experience for Internet users. We want to realize this idea in the
interest of interactivity. So, we will contact winners of the previous
editions. They will have to create a video with 3 instructions: submit
their winning video, their Crash the Super Bowl history and use at
least a portion of the other 4 best videos of the same year than them.
Each one will receive 10 000$ for their realization and their work.
The concept of interactivity takes action when net surfers have the
choice of eight wacky keywords, selected according to the subject
achievement. The net surfer will have to wait 24 hours before be
allowed to watch another video. Thanks to this idea, we try to provoke
people interest and curiosity. So as to make them return on the
website every day to see all videos.

8. 8
POSTERS
In order to reach the public in the cities where a happening will be set
up, 270 (two hundred and seventy) posters will be installed during two
weeks in the most strategic places (with large crowd).These posters
will present the competition and thanks to a QR code, people will be
able to access directly in the website with their smartphones. So their
will have all details of the competition. These billboards will cost
200.000$ per city for two weeks, so 2 million dollars for 10 cities.
EASTER EGG
To finish, we tried to sought an original idea which reach everybody.
Google is the first international website, that’s why it’s the perfect
place to be. The question was, how to intrigue net surfers to enquire
on competition terms. For this, we thought to create an Easter Egg.
This is a hide visual aspect on website like Google. So, when we will
write on the search bar the word “doritos”, a hand print of cheese
powder will appear. Then, some cracked Doritos crisps will come out
on sides. In front of that, a countdown will inform of the competition
deadline. When the net surfer click on, he found Doritos official
website. Easter Egg keeps Doritos values : funny, family and catchy.
This system will enable to talk about this international promotion. This
tool will cost two hundred and fifty thousand dollars.

9. 9
PACKAGING
In order to Doritos crisps consumers were informed of the competition,
we will change the Doritos bags packaging at the launch of the
contest. We will put a little ad which presents the contest and bring
net surfers on the website via a QR code. In this way, we will catch the
people attention who know the brand and who could participate.
Firstly, we want to improve the Doritos’ Youtube referencing. That’s
why we will invest 150 000 $. In this way, when the net surfer will
write “doritos” on Youtube, the Doritos official channel and Crash the
Super Bowl video presentation will appear at first.
Secondly, on Doritos website which is in english, the net surfer can
found the instructions, rules and terms of contest in several languages.
However, for a foreign net surfer reaches these details, he has to get
his landmarks in english, that makes difficulties. That’s why we
recommend Doritos to translate all the website in french, spanish,
portuguese, chinese, turkish, arabic and korean.
To finish, internally, Doritos must announce the launch of the
competition before and at the opening day of the competition on
different social networks. Moreover, an Instagram will be created to
share photos of happenings and other fans’ photos.
In addition, the video which presents the big price will be broadcasted
on social networks to incite participants. This digital communication
will be free for Doritos.
LOGISTIC PART

10. 10
BUDGET
In the end, the all communication plan actions comes to 3,9 million
dollars. Then, there will be $100,000 to keep for potential risks.
PLANNING
We have made a planning to organize these operations. If we started
to detail from August, some actions need to be made more quickly as
referencing, Instagram account and website translation. August, last
month before the launch of the competition, should serve as teasing
the contest. So we will put on sell new Doritos bags with competition’s
ads. What’s more, we will present the compiled videos on Doritos
website and we will benefit to communicate on the imminent opening
of the competition. In September, the day of the launch will be marked
by various happening and promotion on social networks. In parallel,
we will use the new crisps’ packaging to promote the contest.
Then, during the month of September, we will broadcast the video with
“PewDiePie” on his Youtube channel. Moreover, 270 posters will be
installed in 10 cities for two weeks. In October, we will launch the
hidden program in Google : Easter Egg with hand marks and
countdown. So, it could be a buzz one month before the end of
registration in the contest, expected at begginning of November 2015.

11. 11
The intervention Cool, creation and contest is destined to spread
worldwide Crash the Super Bowl communication and increase contest
participants. We have built on originals ideas and means to attract
people attentions. Of course, make the buzz is the final aim. The
communication plan was draw up to make the buzz breaking out. In
this way Crash the Super Bowl will be internationally well-known.
CONCLUSION