Page 49 - Best Digital Marketing Campaigns in the World

40 The Best Digital Marketing Campaigns in the World

on countless blogs, shared across video and social networking sites, and
gained widespread media exposure. The success of the campaign was meas-
ured by the number of visits, the time spent on the site and the volume of
media coverage generated through the Send to a Friend feature, YouTube
postings, Facebook and Twitter updates.

In total the site lured more than 12 million visitors from 188 countries down
the spooky hallways of Hotel 626 for an average stay of 13 minutes apiece –
or nearly four times the industry average. Results on the ground were equally
impressive: Doritos’ ‘resurrected’ Halloween flavours sold out in stores within
three weeks of launch.

Client testimonial

‘We are thrilled that Hotel 626 provided an experience that people around the
world enjoyed. The Doritos brand truly focuses on providing its fans with
intense, one-of-a-kind experiences that allow us to engage with them in unique
ways, and we felt Hotel 626 provided an opportunity to do just that. Many thanks
to all of our partners that helped create such a ground-breaking site, but our
greatest thanks go to the fans that have supported Hotel 626 and inspired us to
continue creating online experiences that stretch beyond traditional creative
limits.’

Rudy Wilson, Director of Marketing, Doritos

Lessons

Described by online commentators as ‘unique’ and ‘innovative’, the Doritos
Hotel 626 campaign certainly harnessed the potential of rich media to deliver
a truly engaging and immersive experience for site visitors. While perhaps not
everybody’s cup of tea, the campaign was skilfully tailored to appeal to the
target demographic and by harnessing technology to blur the lines between
the game and real life it created a real buzz within online communities.