Doritos Spark the Beat
I led a team that pitched a bold music platform to Doritos called “Spark the Beat” aiming to ignite self-expression. We harnessed the brand's power to inspire beat makers and vocalists by offering them a chance to collaborate with rap superstar Lil' Baby.
Partnering with Complex, we launched Doritos Spark the Beat, giving two rising musicians the opportunity to work with Lil' Baby in the studio. They created a track and shared a $100K prize. The final track hit major streaming services and even reached #15 on the Billboard charts!
How it began.
Lil' Baby crafted an inspirational track for us, and we launched it on social media and in stores. A social media blitz on Doritos and COMPLEX channels featured a call-to-action video from Lil' Baby, inviting fans to complete his track with their vocals and beats for a chance to win.
Influencers on Twitter, Facebook, and Instagram quickly joined in, creating their own videos, tracks, and album covers. Throughout the campaign, Lil' Baby appeared on social media to encourage entries and personally review submissions.
Sparking the Inspiration.
In store and on pack, we created a striking look that jumped off the shelves and enticed fans to enter the contest for a chance at $100,000. All they had to do was go to our mobile-friendly website and upload their track to win.
A Simple Entry Process.
We designed a simple mobile-friendly website where fans could watch an inspiring video from ‘Lil Baby and upload their tracks. All the needed was a special code from the bag.
The Results.
We teamed up with COMPLEX to create two videos for PR and social media, highlighting the track stories, in-studio process, and the experiences of winners Ali Tomineek and Rashad Jackson. The final track hit major streaming platforms and briefly reached #15 on the Billboard charts.
The campaign received over 8,200 track submissions, averaging 900 per week, with 371,000 site visits and nearly one million views of our original CTA video. It also boosted Doritos Nacho Cheese sales by 5.1%.
