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Edentity and BBDO/Proximity Canada Launch Agility-Powered Doritos® Viralocity Contest


June 2, 2010 - Toronto, ON - Edentity Web Systems, in partnership with BBDO/Proximity Canada, on behalf of its client Frito Lay Canada, are pleased to announce the successful completion of the Doritos® Viralocity contest, the latest in a series of prominent sites powered by the Agility Content Management System and using its new user-generated content functionality.

Launched on February 14, the Doritos® Viralocity contest was a nation-wide initiative that asked Canadians to name the newest Doritos® unidentified flavour, create a 60 second online video about what that flavour inspired in them and make it go viral. Users submitted their entries to the site which were, in turn, posted to the contest website and the Doritos® Canada YouTube channel. An entry’s Doritos ‘Viralocity’ score was measured by an algorithm that calculated how viral a video had become by pulling and compiling data from internal and external sources like Google, YouTube, Facebook, Twitter, Digg, and AddThis. The entrant with the highest Doritos® Viralocity score was eligible to win $100,000 cash and an additional $150,000 should they achieve Maximum Doritos® Viralocity.

“Without the Agility system to lean on, we would not have been able to complete the Doritos® Viralocity project on time and within budget,” said Kyle Tinning, Senior Project Manager at Edentity. “Agility also made the process of posting videos to YouTube and moderating submissions and comments very easy.”

The response to the contest was overwhelming, with over 1,100 entries submitted, over 7,000,000 video views, a YouTube following of over 3,500 subscribers, over 66,000 Facebook fans and the number 1 spot on the Ad Age Viral Video Chart for 2 weeks. Kyle Tinning, Senior Project Manager at Edentity adds, “The Doritos Viralocity contest was one of the most innovative digital marketing initiatives ever. We were very excited about the project from the moment it was described to us by BBDO/Proximity on behalf of their client, Frito Lay Canada.”

The grand prize of $100,000 was awarded to Jeff Chan for his video entitled “Doritos Tablet” and flavour name, “Spice 2.0”. His video was rated and “favourited” over 6,000 times and garnered over 672,000 unique total views, with over 1,000 shares and re-tweets through the Doritos Viralocity website.

“We chose Edentity for their expertise and capabilities to execute the Doritos Viralocity project” explains Tim Welsh, Vice-President, Group Account Director, BBDO Toronto. “We were confident that their experience in handling the site’s build and complex CMS interfaces would result in a seamless and flawless execution.”

About BBDO and Proximity Canada
BBDO Canada manages the communication needs of some of Canada’s largest and best-known brands. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE: OMC) (, a leading global advertising, marketing and corporate communications company. Proximity Canada ( is a digital, direct, eCRM and promotional marketing agency based in Toronto, and is a wholly-owned division of BBDO Canada.

About Edentity Web Systems
Edentity is a Microsoft Gold Certified Partner that provides the technology and expertise to build, host and manage your website or web-based business application. Their successful track record of delivering sophisticated web projects, on time and within budget, has helped make them the fastest growing web development company in the country. Edentity was on the Profit Magazine list of the 50 fastest growing companies in Canada in 2006 and 2007. Their clients include Cineplex Entertainment, Corus Entertainment, BBDO Toronto, JWT Canada, Tribal DDB Canada and Draft FCB.

About Agility
Agility is a Software-as-a-Service web content management system for managing vibrant, feature-rich websites. The easy to use, browser-based system allows efficient content editing, streamlines multi-language requirements, maximizes search engine optimization, and more. Agility is backed by industry leading implementation and support teams and includes monthly updates with every account. Agility was developed by Edentity Web Systems in Toronto Canada and is running sites for Uncle Ben’s, Campbells, XFX Force and Cineplex.

About Doritos and Frito Lay Canada
Frito Lay Canada is a member of the PepsiCo, Inc. family of companies and is Canada’s largest snack food company. Doritos is Canada’s favourite brand of flavoured tortilla chip, leading the market in all regions. For more information, please visit Doritos is one of PepsiCo Inc.’s flagship brands.

PepsiCo’s businesses in Canada are organized into two business units. PepsiCo Foods Canada includes Frito Lay Canada and the Quaker Foods & Snacks business. PepsiCo Beverages Canada includes Pepsi-Cola Canada, Gatorade and Tropicana. For more information, please visit



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