I have decided to use Shotcodes for the Doritos Live Brief.

I propose to place them on billboards



On Doritos packaging



On Bus Shelters

Outcome of Client Meeting 31/01/07

Met with client S Pope today to discuss Doritos Brief. Have come to an agreement with client to use Shotcodes for the brief.

Signed off project proposal - 31/01/07

Project Proposal

The essence of PLAY will be promoted through the medium of shotcodes . Shotcodes will be printing on billboard posters, bus shelter advertising space, large and small bags of Doritos, Jars of Doritos Dip and in adverts in the press.

The shotcode will direct you to Doritos Play where you will be given a mission to carry out. There are different group missions to be filmed on a mobile and uploaded to either you tube or yahoo video.All missions will star actual Doritos so participants will have to make a purchase to take part.

At outdoor events a shotcode game could be played. Shotcode targets could be placed all around the event. The players would hunt for the targets. When shotcode is read one letter of the winning prizeword would be sent to the mobile. Players would have to collect all the letters and unscramble them to make the winning prizeword. The winner would be the first one to sms the prizeword. This would generate revenue for Doritos if players were charged 50p for this sms.

An example scenario will be illustated in storyboard format and presented to client - deadline 16/2/07

After researching the different 2d barcodes available I have decided to shotcodes instead of QR codes for the competition brief. The application was easily downloaded to my mobile and i have generated some shotcodes of my own.

This shotcode will take you to Doritos Play
Alternatively you can view the Doritos Play Blog by clicking on the shotcode

Questionnaire

Click on the above link for the user questionnaire i conducted for the Doritos Brief.
30 people aged between 16-24 both male and female were surveyed about using their mobile phone/pda to access the internet

Findings

• 100% had internet access on a mobile device

When asked how often they used it to access the internet

• 13% answered never
• 43% answered once/twice per month
• 27% answered once/twice per week
• 10% answered more than twice per week
• 7% answered daily

When asked whether they'd ever uploaded videos to the internet.

• 60% answered Yes
  
• 40% answered No

When asked whether they had ever downloaded software onto their mobile

• 27% answered Yes
  
• 73% answered No

I explained what a shotcode was and that is free to download onto their mobile and having the software application on their phone would enable them to participate in promotions. When asked whether they'd download it on their mobile

• 90% answered Yes
  
• 10% answered No

Click for the full RESULTS.

I would like to use Shotcodes for the brief and will present it to the client at our next meeting tommorrow 31/01/07

Japanese commercial, DoCoMo ...

This is a Japenese commercial promoting DOMOCO

Outcome of Client Meeting 23/01/07

second client meeting today to scope brief with Stuart Neil. Discussed QR codes and the possiblity of using them. Presented client with mobile research figures from

MEDIASCOPE EUROPE'S 2006 Study from the European Interactive Advertising

"Today, 38% of Europe’s 16-24 year olds are using their mobile phones, PDAs or Blackberry’s to access the internet and send or receive emails. This is figure expected to double, with 39% of non users indicating that they plan to start using their mobile technology for this in the near future "

Mobile Service Usage – 16-24 Year Olds, EU & Norway
62% have taken video clips / photos either their mobile phone
46% have sent videos/ picture messages
but only 5% have downloaded software applications with mobile phone.

Client unsure about using QR codes.

I have thought of other technologies to use but i still think QR codes or a similar 2-dimensional barcode would work well in promoting Doritos.

I have decided to research the other 2-dimensional barcodes that are available and also conduct my own research questionnaire to back up using barcodes.

Buzz Magazine

Buzz Magazine

article on Doritos Super Bowl Promotion in the U.S

Mobile Media Research

MEDIASCOPE EUROPE'S 2006 Study from the European Interactive Advertising Association is one of the most comprehensive pieces of research available looking at how people allocate their time across media in Europe and how consumers use the internet for content, communication and commerce. The research, now in its fourth year, was managed by SPA and conducted by Synovate. Synovate is a member of the Aegis Group.

Here are some of the key findings that are relevant to my Doritos Brief taken from Mediascope Europe 2006 Executive Summary

The full document can be downloaded by following the title link

IMPLICATIONS FOR MARKETERS Advertisers and their agencies need to find and understand their audiences. What this research indicates is that people are continuing to increase the amount of their media time online and are becoming more sophisticated in the activities that they undertake. Marketers need to take advantage of the opportunity offered by online to interact with their consumers on a much deeper level.

INTERNET USAGE • 45% of internet users in Europe now go online every day of the week • The average European internet user spends 11 hours 20 minutes a week online compared to 10 hours and 15 minutes a week in 2005, an increase of 11% • The average European is now online 5.4 days a week • Europeans spend an average of 70% of their online time for personal reasons and 30% of their time online for work:

Their research into internet advertising can be downloaded by clicking on the following link
http://www.eiaa.net/research/research.asp?lang=1

EIAA Digital Generation Report 2006
full document available for download at
http://www.eiaa.net/research/research-details.asp?SID=1&id=290〈=6&origin=media-consumption.asp

Some key findings from the report







There is also a Youth Online Study that can be found at
http://www.eiaa.net/research/research-details.asp?SID=1&id=98〈=6&origin=media-consumption.asp

Doritos History

CLICK ON IMAGE TO ENLARGE

DORITOS PLAY

CLICK ON IMAGE TO ENLARGE

Deciding what kind of media to use for this brief is difficult. It has to be accessible to core audience in both indoor, outdoor, online and event situations.
I think some kind of mobile media or location based service will be best suited to this brief.

GPS - no good as does not work indoors
SMS - a possibility but it is not a very original concept for brand promotion
QR codeds - a likely possibility

discuss with client the possibility of using QR Codes for the brief
First client meeting to be held today with Simon Pope

WHAT I'M NOT BEING ASKED TO DO

Not to use the logo's shape size, or colour as an integral part of my design as it is to be updated in 2007

Doritos Play definitely isn’t serious, exclusive, solitary, predictable or laidback.

Doritos Brief - What Am I Being Asked To Do

The Project's Objective is to make Doritos the snack of choice

Communicate ------>Target Audience (16-24 yr olds) ----->Brand Essence of PLAY

There are different environments I need to consider

• INDOOR
• OUTDOOR
• ONLINE
• AT EVENTS
  

Types of Consumer

• AGE 16-24
  
• MALE
• FEMALE
• IN GROUPS
• INDIVIDUALS
• ASSUME THAT ALL OF THE ABOVE ARE BRAND AND MEDIA SAVVY

Doritos Play is spontaneous, fun, inclusive, social and energetic.

Initial statement of what client wants

I have choosen the Doritos Brief for the Live Competition Assignment.
Click below for my Initial statement of what the client wants

Initial statement of what client wants

ALL CLIENT MEETINGS ARE SCHEDULED IN MY GOOGLE CALENDAR

GOOGLE CALENDAR