Behind Doritos' "innovative" WWE stunt

08/20/2013 | Variety

Doritos took experiential marketing to a new height by leveraging its sponsorship of WWE's "SummerSlam" and creating a contest for a fan to be body slammed in front of a cheering crowd by wrestler Mark Henry. Doritos was able to engage the core WWE male audience, turned the contest and experience into original videos for its website, and incorporated the campaign and its winner into the live WWE event, Marc Graser writes.

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