Cheetos Arabia wanted to streamline production by choosing one winning flavour out of three.
We handed the decision to the fans, letting them pick the flavour they wanted, and dump the other two, in a public vote-off. Since this was a digital campaign, we tapped into the trend of people hashtagging anything and everything.
We told them to put their hashtags to better use… like saving their favourite flavour. (Fans were asked to vote by commenting #IndianFlaminHot, #ThaiFlaminHot, or #MexicanFlaminHot across social media.)
VO 1:
#Nayem (#Sleeping) is completely useless in life, but these hashtags are not.
Write one of them to save one of these.
#IndianFlaminHot #ThaiFlaminHot #MexicanFlaminHot
VO 2:
#Ehsas (#Feeling) is completely useless in life, but these hashtags are not.
Write one of them to save one of these.
#IndianFlaminHot #ThaiFlaminHot #MexicanFlaminHot
The films were uploaded on the Cheetos Arabia Facebook page, supported by YouTube pre-rolls driving traffic to Facebook. We kept the battle alive with quirky posts, contests, and live leaderboards that engaged people to save their flavour.
