Frito Lay’s Wins Best of the Best Award

TORONTO — Frito Lay’s “Viralocity” campaign was recently awarded the Canadian Marketing Association’s Best of the Best Award.

The goal of the campaign, developed by BBDO/Proximity Canada, was to have aspiring filmmakers name Doritos’ new flavour and create videos that would be shared on major websites like YouTube and Facebook. The amateur directors competed for mass exposure and a $250,000 prize.

The campaign created a surge in Doritos media exposure, scoring the chip campaign 170-million earned media impressions.