(Promo) Frito-Lay is out with a campaign targeting the young texting demographic.

The inNw? (if not now when?) Campaign supports Doritos Black Pepper Jack, introduced in September 2004 for a limited time and now being added to the Doritos product line.

The integrated campaign includes TV, radio and outdoor ads as well as a text message component and dedicated Web site, innw.com, where the target audience — 16- to 24-year-olds — can win prizes and get free music and video game downloads.

In the text component, ads invite consumers to text “inNw?” to Doritos at 46691 to learn more. In a few seconds, back to the phone comes a message that reads, “Hi from Doritos. If you can tell us what inNw means you can win cool prizes.” If an incorrect answer is messaged back, the texter is sent to the Web site and in the same message is invited to opt-in to receive future messaging from Doritos. If the texter gets the phrase right, they get back a message with a potential winning code. They can take the code to the Web site and enter it to see if they have won a prize such as a camera, CD, video games or other prizes.

“We looked at text messaging as a major component because texting is the language of the Millennials [16- to 24-year-olds] and we wanted to reach them through their language,” said Jared Dougherty, a spokesperson for Frito-Lay, the maker of Doritos.

At the Web site, visitors can grab coded icons from a full-motion window and drop them into an instant messaging interface to unlock hundreds of video and audio clips, games and musings on the inNw philosophy. The Web site also supports the other products in the Doritos line.

The text messaging campaign has been promoted on the Web site, via billboards and in print ads on college campuses. Wild posting and bus shelter ads send consumers to the Web site.

HipCricket, an Essex, CT-based marketing company specializing in mobile phone marketing handled the text portion of the campaign. Tribal DDB Dallas created the Web site.

The TV campaign launched Feb. 7 with a 30-second ad that shows people receiving text messages that read “inNw?” Then “you don’t know jack.” The text messages lead the people to a billboard with an ad for Doritos Black Pepper Jack. The crowd is curious to know who “jack” is and begins stomping on the ground, causing the giant bag of Doritos Black Pepper Jack to fall to the ground. BBDO New York developed the overall program as the TV spots. Radio ads also began Feb. 7. The campaign runs through the end of the year.

Frito-Lay is out with a campaign targeting the young texting demographic.

One of the teaser billboards for Doritos Black Pepper Jack campaign

The inNw? Campaign—if not now when?—supports Doritos Black Pepper Jack, introduced in September 2004 for a limited time, but now being added to the Doritos product line after lots of consumer compliments and calls to keep the product in the market.

The integrated campaign includes TV, radio and outdoor ads as well as a text message component and dedicated Web site, innw.com, where the target audience—16- to 24-year-olds—can win prizes and get free music and video game downloads.

In the text component, ads invite consumers to text “inNw?” to Doritos at 46691 to learn more. In a few seconds, back to the phone comes a message that reads, “Hi from Doritos. If you can tell us what inNw means you can win cool prizes.” If an incorrect answer is messaged back, the texter is sent to the Web site and in the same message is invited to opt-in to receive future messaging from Doritos. If the texter gets the phrase right, they get back a message with a potential winner code. They can take the code to the Web site and enter it to see if they have won a prize such as a camera, CD, video games or other prizes.

“We looked at text messaging as a major component because texting is the language of the Millennials [16- to 24-year-olds] and we wanted to reach them through their language,” said Jared Dougherty, a spokesperson for Frito-Lay, the maker of Doritos.

At the Web site visitors can grab coded icons from a full-motion window and drop them into an instant messaging interface to unlock hundreds of video and audio clips, games and musings on the inNw philosophy. The Web site also supports the other products in the Doritos line.

The text messaging campaign has been promoted on the Web site, via billboards and in print ads on college campuses. Wild posting and bus shelter ads send consumers to the Web site.

HipCricket, an Essex, CT-based marketing company specializing in mobile phone marketing handled the text portion of the campaign. Tribal DDB Dallas, created the Web site.

The TV campaign launched Feb. 7 with a 30-second ad that shows people receiving text messages that read “inNw?” Then “you don’t know jack.” The text messages lead the people to a billboard with an ad for Doritos Black Pepper Jack. The crowd is curious to know who “jack” is and begins stomping on the ground, causing the giant bag of Doritos Black Pepper Jack to fall to the ground. BBDO New York developed the overall program as the TV spots. Radio ads also began Feb. 7. The campaign runs through the end of the year.

Doritos Black Pepper Jack is made with flavors of black pepper and Pepper Jack cheese with other spices.

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