Doritos “Buddy or Love?” (Aerodeon Turkey)

Brand:
Frito Lay/ Doritos
Category:
Consumer Packaged Goods
Agency:
Aerodeon
Vendors:
Avea, Turkcell, Vodafone
Region:
Turkey
Timeline:
April 20, 2009 - July 15, 2009

Summary:
Doritos 2005 campaign “Love or Money?” was a big success which made thousands of people talk about the issue. Dortios now started a new discussion by asking its target consumers: “Buddy or Love?”  Which one would you prefer?

Participants were asked to text the unique codes placed in the product packages and their choice between Buddy or Love, to the campaign’s short code. In return, participants randomly won millions of credits/airtime or Adriana Lima wallpapers who also appeared on the campaign’s TVC. 50 participants, who texted the reason of their choice between Buddy or Love with a good explanation, were chosen by the jury and won 1.000 TL (750 USD) worth debit card. Throughout the campaign, according to the highest daily participation, each day one participant won 1.000 credits/250 minutes.

Results:
Over 600.000 participation are gathered in 3 months period. The results of the campaign show that Turkish young people prefer their buddies to their loves. 54 percent of the participants chose Buddy while 46 percent chose Love.