Client
Cheetos®
Cheetos are a popular snack among American university students. This speculative landing page promoted a contest to offer university students free Cheetos until they graduate. The target audience was college students ages 18-22.
Goal
The primary goal was to maximise contest entries. A secondary objective was to encourage entrants to share the promotion with friends, increasing the campaign’s reach.
Voice
Bold, Fun, Exciting, Cheeky, Promotional, Urgent
Approach
University students are typically budget-conscious, regularly exposed to promotional messages and competitions, and make split-second decisions about what deserves their attention. The challenge was to write a landing page that could cut through the noise and get them to take action.
Starting with ‘Free Cheetos’ in the headline hooks the students with the reward, ‘rich in tasty Cheetos’ builds desire, and ‘without spending any cash’ in the body removes students’ main hesitation. The focus on the prize’s value, combined with keeping the copy deliberatley short, was intended to reduce friction to enter the competition.