Doritos plans 360 degree activation around UFC 180

October 19, 2014

Frito-Lay’s Doritos brand tortilla chip is seeking to make a significant mark in leading up to UFC 180: Velasquez vs. Werdum.  According to the Sports Business Journal, it is set to conduct a full-blown activation in Mexico.

Doritos is activating a 360 degree campaign in 300-plus stores across Mexico with more than 2.5 million bags printed and in market from October through November 2014.  The campaign will be supported across multiple platforms including mass media, digital, social media and business-to-business.

Payout Perspective:

The Doritos marketing strategy surrounding UFC 180 is similar to that of Tecate’s U.S. strategy (without the PPV rebates) in lead up to a Pacquiao fight.  Even though UFC 180 may not be considered a marquee event in the U.S., it is big in Mexico and Doritos believes that it is too.  With a “360 degree” marketing campaign promoting the event, one would hope to see a substantial number of viewers for this event thanks to this marketing.

5 Responses to “Doritos plans 360 degree activation around UFC 180”

  1. Logical on October 19th, 2014 11:21 PM

    “More than 2.5 million bags printed and in market from October through November 2014.”

    With that number of bags I am guessing this is for national circulation and not just for those 300+ stores. This may sound silly, but this is actually HUGE advertisement reach. Las “Tienditas”, Little stores in México are pretty much prevalent in every street corner, in every city and all over the country, It’s even a culture in and out of itself. They only keep very basic snacks and drinks but Doritos & Coca-Cola are the ones with the most visibility. This is how the National Soccer team & many others advertise for maximum audience reach. I am impressed, this event will most likely be an absolute huge thing at least in México. In the U.S.A it will most likely just do mediocre numbers.

  2. anti trolls on October 20th, 2014 11:22 AM

    Your spot on the smaller regions get more exposer from this.

  3. Pink Pig on October 20th, 2014 4:34 PM

    Anybody who actually eats doritos is missing chromosomes.

  4. saldathief on October 21st, 2014 10:23 PM

    This is so pathetic hahahahah!! and now no mexican in the main even,t what a waste hahahahahah UFC loses again eat a dorito Dana and D will wipe your ass hahahaha

  5. d on October 22nd, 2014 7:52 AM

    Saldaqueef back at it again for dirty Bob Arum. I wonder if he gets a shiny nickel for sucking Arum’s dick?

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