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.

‘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

Client testimonial

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.