SPEC

Challenge: Increase email database by getting college students ages 18-22 to submit their email and phone number by entering the CHEETO’S university contest. They will be entered into a contest to win a free supply of Cheetos for all their college years.

Business Objective: Collect email addresses from this key demographic to send them coupons and promotions, keeping Cheetos brand top of mind. A secondary objective is to get students to share this contest on facebook and with their friends.

Tone: In keeping with CHEETO’S brand voice, the tone is intentionally promotional, bold, fun, exciting, saucy/cheeky.

Strategic Approach: I brought out the deeper benefits of winning this competition; always having free tasty snacks on hand. ‘Having more than enough to share’ speaks to the psychology of this young demographic, for whom friends and sharing is a definite benefit. I used bullet points to make the benefits more easily skim-able for the reader. The urgency of taking action ‘Now’ and the use of the words ‘Hurry’ and the familiar ‘deadline’ is designed to usher the reader towards the call to action. The call to action is designed to be front and center and easy for the reader to take the next step. Directly following the primary call to action is the secondary action of sharing the link with friends and on Facebook.