Aussie Doritos fans flock to social media to vote for Aussie ‘Finger Cleaner’ spot via Tom Noakes to win and debut at this year’s U.S. Super Bowl

As an Australian-made Doritos spot ‘Finger Cleaner’ via Photoplay Films director Tom Noakes, makes the final five in the Doritos annual ‘Crash the Superbowl’ competition, what can emma™ (Enhanced Media Metrics Australia) reveal about Doritos consumers in Australia?

A love of technology and social media is key for Doritos fans in Australia. And with almost 3 million views on YouTube for the ‘Finger Cleaner’ ad, coupled with 67% of Doritos fans saying they like watching short videos online, it seems that fans are using social media to give the Aussie entrant its best chance to shine on the international stage.

It is not surprising then that the emma data found that 75% of Doritos consumers say internet is an integral part of their lives, while 60% enjoy using social networking sites and 55% believe it is important to keep up with all the latest gadgets.

Young people who consume Doritos are also heavy magazine readers – particularly titles such as Game Informer (69% more likely than the general population to read this title), Fast Fours & Rotaries (62% more likely), Official Xbox 360 (54% more likely), PlayStation (51% more likely) and PC PowerPlay (50% more likely), among others.

More likely to be students and aged between 14 and 29, people who eat Doritos also spend a lot of time online playing games, buying or selling on sites like eBay, reading a blog and reading entertainment, information, news and current affairs and sport.

Doritos consumers also spend less time watching TV than the general population, but go to the cinema more often.

Says Jane Nicholls, Ipsos MediaCT commercial director: “As well as an online presence, it may be worth Doritos planning for some of its media investment to go to magazines, given Doritos consumers are such heavy magazine readers.

“The favourite activity for a Doritos consumer is to shop for music, DVDs and video games, plus playing sport, board and card games and video and computer games. They like the movies, but also renting DVDs and enjoy drinking at the pub, no doubt while munching on Doritos!”

Says Kate Platter from Ipsos ASI, the division that conducts advertising and brand research: “In our experience of testing and tracking thousands of ads, we think the ‘Finger Cleaner’ ad is going to be a clear winner on visibility – people will remember, talk, Tweet and post about this ad.  It’s highly entertaining and compels you to watch – or cringe – right to the end. It cleverly takes a Doritos truth – fingers covered in flavouring – and makes it an integral part of the story to create strong branding. “

The winning Doritos SuperBowl ad will screen during the SuperBowl on 2 February, 2014.