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GOLD: Doritos “Guru”

Doritos gave control to their consumers by creating a “become the guru” contest to name the new, unidentified flavor of Doritos. The winner would receive cash and 1% of product sales. Entrants had to submit a name and create a TV ad to sell the new variety. With just 31 days for the contest duration, OMD unleashed a mass social video campaign across Canada with a phased, but rapid approach to drive awareness, submissions, voting and buzz for the winner reveal. Not only were the results off the charts, but OMD helped to sell a pile of chips, too.