Page 50 - Best Digital Marketing Campaigns in the World
P. 50
Doritos Hotel 626 41
Goodby, Silverstein & Partners took the lessons learnt from Hotel 626 and
went on to ‘make the scare more personal’ in Asylum 626, where they did
even more to blur the line between the virtual and real-world experience.
Of course not everyone has the budget to develop ground-breaking online
gaming experiences involving lots of bespoke development, overseas video
shoots and the like. But one of the beauties of digital is that it lowers the bar-
riers to entry for creating compelling, tailored and interactive content
considerably.
Really understanding your audience and creating imaginative content that
resonates with them is a critical component of any online marketing cam-
paign. But if you can take things one step further and trigger the inherent
desire we all have to share ‘cool’ stuff with our friends, you’re on to a real
winner. That’s something that’s clearly demonstrated by the success of this
campaign.
The Doritos Hotel 626 microsite.
