The One Show
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Category
Brand Partnerships
Annual ID
OS23_BE094M
About the Work
Doritos partnered with Netflix's Stranger Things to create a first-of-its-kind virtual concert: "Live From The Upside Down." By turning a Doritos bag into the ticket for a 1986 music festival in the Upside Down, Doritos drove sales, increased market share, and contributed to the biggest Stranger Things season ever.
Our goal was to keep Doritos relevant in pop culture while getting fans excited for Stranger Things 4. Both brands targeted a younger generation hungry for new things, and the partnership delivered by igniting nostalgia for '80s music.
We marketed it like any other concert, from the mythology of the Doritos Music Fest '86 to artist promos, press interviews, line-up posters, exclusive merch, and digital integrations. The 30-minute live stream featured iconic '80s hits and Stranger Things special effects, making it appear like the bands were playing LIVE from the Upside Down.
Integrating the Doritos bag into the experience, we turned engagement into sales and sales into engagement. Doritos saw a sales lift of 11% and 10% in Doritos and Doritos 3D, respectively. Fans were fully engaged with 303.4 MILLION VIEWS across owned media, 365K+ concert invite scans (18x the capacity of Madison Square Garden), 22.5K+ YouTube Live chat messages (11 chats per second), and an unprecedented average view duration of 7:01. All of which exceeded benchmarks and records set by pure entertainment events. The press also took note garnering 4.46 BILLION IMPRESSIONS and 582 earned placements, making it the #1 SHARE OF VOICE across ALL Stranger Things 4 partnerships.
The partnership also helped Doritos capture a +1pt lift in market share, with an annualized value of $45 million, a feat that was not easy considering their market share. Moreover, Stranger Things season 4 became a cultural phenomenon, garnering 1.35 billion hours viewed in the first 28 days, as well as Americans' Favorite TV show and Most-Streamed Program of 2022.
Ultimately, the collaboration heightened the benchmark of what two iconic brands can accomplish and demonstrated how heritage, music, and world-building with fans could create a truly unforgettable experience that drives engagement, sales, and cultural impact.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Observatory
Slap Global
PR / Marketing Agency
Ketchum
Client / Brand
Frito-Lay
Netflix
Production Company
Hungry Man
Media Distribution Company
OMD
Art Director
Anthony Williams
Chief Creative Officer
Linda Knight
Creative Director
Ben Majoy
Stevie Laux
Designer
Luisa Lacsamana
Director
Dan Opsal
Director of Photography
Caleb Heymann
Editor
Michael Feldman
Executive Producer
Chris Totushek
Caleb Dewart
Dan Duffy
Mino Jarjoura
Hadi Dahrouge
Susie Boyajan
Associate Creative Director
Christian Silva
Schuyler Hunt
Associate Producer
Cassie Underwood
Creative Chairman
Gerry Graf
Maxi Itzkoff
Assistant Engineer
Matthew Conzelmann
Associate Manager, Brand Comms
Lindsey Smith
Brand Director
Amanda Santana
Keemya Najmi
Brand/Client
Netflix Marketing Partnerships
CCO
Javier Garcia
Juan Ignacio Etchanique
Rafael Santamarina
Chief Executive Officer & Founder
Jae Goodman
Color Finishing
Company3
CSO
Carolina Bruzzone
Director, Creative Services & Marketing Communications
Julie (Reizes) Baritz
Director, External Comms
Ashley Capps
DTC E-commerce
Christie Clark
Lauren Whyte
Rebecca Carls
ECD
Auber Romero
Breno Costa
Dario Porterie
Global Account Director
Ana Bogni
Nestor Ferreyro
Head of 3D
Julien Lambert
Head of Brand Team
Caroline Doyle
Head of Integrated Media
Lucia Parodi
Head of Music & Entertainment
Emma Quigley
Head Of Production
Omar Bustos
Marketing Analyst
Joseph Rickert
Marketing director
Briana Soria
Marketing manager
Katherine Guarino
Marketing Senior Vice President
Stacy Taffet
Music
Kyle Dixon
Michael Stein
Music Agency
Shakermaker
Post Production Supervisor
Franchesca McDowell
President
Brendan Shields-Shimizu
Production Designer
Zach Matthews
Senior Brand Manager
Lauren Creed
Senior Colorist
Tyler Roth
Senior marketing Director
Caio Correa
Social Media Analyst
Carson Bursey
Sound Design & Mix
Lime Studios
Sound engineer
Dave Wagg
Visual Effects Company
Mathematic
Visual Effects Producer
Gouna Logan
Visual Effects Supervisor
Eliza Randall
VP, Music & Entertainment
Michael Monahan
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