DORITOS BAGS TOP HONOUR AT 2010 CMA AWARDS

TORONTO, Nov. 29 /CNW/ - Frito Lay's "Viralocity" campaign for Doritos bagged the top honour at the 40th annual Canadian Marketing Association (CMA) Awards Gala on Friday night in Toronto. Recipient of the 2010 CMA Best of the Best Award, the campaign was developed by BBDO/Proximity Canada.

The campaign featured an online video contest that challenged budding filmmakers and Doritos' lovers to grab a camera and go viral. Consumers were invited to name Doritos' newest flavor and promote their video via social networking in order to obtain the largest digital footprint and chance at a $250,000 grand prize.

According to results, video viewerships and YouTube subscriptions increased by 400 and 525 per cent respectively and the number of Facebook fans doubled while the campaign was in the field. The total campaign also won Doritos more than 170 million earned media impressions.

The CMA Awards Gala is the largest marketing awards event in Canada.  A full list of CMA Award winners can be found on the CMA website (www.the-cma.org/awards/winners).

The Canadian Marketing Association (CMA) embraces Canada's major business sectors and all marketing disciplines, channels and technologies. CMA is the marketing community's leading advocate on the key public policy issues affecting both consumer and business-to-business marketers. As well, CMA is the principal provider of knowledge, marketing intelligence and professional development opportunities for marketers; and catalyst for networking and business opportunities within the marketing community.

For further information:

Ed Cartwright, Senior Director, Communications
Tel: [phone]; email: [email protected]