Flamin’ Hot - CHeetos x Doritos Super bowl 2022
Shorty Awards 2022
Gold Honor in CONTEST OR PROMOTION
Bronze Honor in INTEGRATION WITH LIVE TELEVISION
Audience Honor in INTEGRATION WITH LIVE TELEVISION, CONTEST OR PROMOTION
My team was asked to work alongside the social team for Doritos to craft the 360 social approach for Cheetos and Doritos 2022 Super Bowl campaign. The campaign was centered around Flamin’ Hot snacks and featured the voices of Meg Thee Stallion and Charlie Puth in the TVC. Working in conjunction with the broader Frito-Lay IAT we created a powerful 360 campaign that was the center of a lot of press during the week leading up to the game. From Meg Thee Stallion launching her song “Flamin’ Hottie” to teaser videos of both artists going out ahead of the spot and not to mention a sweepstakes where people could rate ads during the game for a change to win some serious cash it’s easy to see why this campaign was getting buzz.
On the day of we executed a live war room with the clients, creating content on the spot during game. This included a variety of brandter with brands like Liberty Mutual, Pepsi, and of course Doritos, reacting in the moment to moments in ads and in the game itself (we had a particularly funny Chester as Mary J. Blige moment during half time), and keeping up with conversations around our spot once it had aired.
We shared over 92 tweets from our account alone and started quite a bit of conversation around some of our #FlaminHot or Not prompts.
At the end of the night we placed 3rd overall on USA Today’s Ad Meter (which was one of our major KPIs for game day).
Pulling inspiration from the TVC I designed the overall look and feel for the brands Super Bowl approach. This was used for the various platform branding, the sweepstakes promotion, and our overall approach to content for the day of the game asking people to respond to various prompts with "#FlaminHot or Not.
