• by Larissa Faw , January 13, 2014

Omnicom promotional agency The Marketing Arm is working with TV host Jimmy Kimmel for a multi-faceted partnership that includes digital videos and contests that will run in the first quarter.

The work is part of a broader ad campaign created by sibling creative agency Goodby Silverstein & Partners called “Bring The Party.” Omnicom’s OMD handles media for the client.

The latest Kimmel effort includes videos tying into the client’s “One Chip Wonder” contest leading up to the Super Bowl on Feb. 2. Contestants can win up $5,000 by submitting a photo of their favorite Tostitos Scoops recipe via Facebook, Instagram or Twitter.  

That effort follows Kimmel’s “Worst Contest Ever” promotion for the brand, where the talk show host encouraged viewers to mail him one chip, which he would place in a bowl with others received and which he would consume during the Tostitos Fiesta Bowl Jan. 1. There were no prizes for that contest, just the satisfaction of knowing that Kimmel may have consumed your chip if you sent one in.

Christina Menendez, Frito-Lay’s Senior Director of Marketing said that the "Bring The Party" creative is designed to deliver the message that party hosts should remove unappealing foods by replacing them with Tostitos chips, dips, and salsa. It encompasses TV, digital, social media, and in-store placement.

"We want to be the party brand," says Menendez, adding that Millennials are the campaign's target demo. 

Millennials' preference for brand engagement influenced the creation of a phone number (1-855-94-Party) and website (BringThePartyNow.com) that allows users to register for 'escape calls.' People pre-register and select from a menu of options, including the excuse that their grandma is in jail or the president needs them. Then at a later date, they will receive an alert that presumably enables them to avoid unwanted social interactions. In eight days, more than 100,000 calls have been made and the website has received more than 25,000 visits. "We are elated with the results," says Menendez.