What college student wouldn’t like a free limo ride to or from a big college football game? That was the carrot dangled in a recent Doritos and Yahoo promotion that attracted 2,000 sign ups and gave more than 500 lifts to three games.
Street teams had signed up students on campus or near the stadium for the one-day “Doritos VIP Club” promo to receive the rides to three games on Oct. 11—Ohio State at Wisconsin, Miami at Florida State and Oklahoma at Texas.
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| Field staff sign up college students for free limo ride |
The promo was part of a larger six-month campaign called Doritos Soundbites on Live@Launch targeting Doritos’ audience—a college age, Internet savvy music fan. Launch is Yahoo’s music destination.
Students who signed up were also entered for a chance to see a Launch recording session in Los Angeles. They received bags of free samples, CD cases and Internet access in the limos. Also available was the opportunity to opt-in to get reminders to participate in the Doritos All Access Sweeps to participate in daily sweeps promotions and to be included on the Doritos.com mailing list. Yahoo’s Buzz Marketing team, New York City, handled.
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