Doritos – The scariest place on the web: Hotel 626
Goodby, Silverstein & Partners, San Francisco
The following is a horror story with a happy ending. It starts with a nightmarishly dull brief, leads down the darkest corridors of the digital domain and ends in the light of day celebrated by millions.
It is a story about revolutionary media and consumer insights with the power to turn advertising on its head:
Don't slavishly follow product-driven insights. Rather, tap into the deeper psychological needs of your target within the larger context of their passions and behaviors.
Don't broadcast marketing messages. Create a unique branded experience, hide it, and actually limit people's access to it.
Don't buy any media. Turn your target audience into media by using social media in truly integrated ways.