Take a look at
Doritos' Website. I think they are pretty clever. Instead of wasting a large amount of money investing in the advertisement shows on TV, they made a social media campaign by using Youtube as the mediator. Well, I could almost believe that Youtube is the new TV for me and Doritos nailed it, agree? Imagine how wide the target market spectrum Youtube can reach, it's amazing! and Doritos knew it. Therefore, they invites people to make an advertisement for Doritos and ask them to post it on Youtube. In this way, it creates a buzzing happening brand name on Youtube. By doing this,they put their brand name out there without having to invest a lot of money in advertising-just simply give the winners reward.
This campaign has created an engagement where people can express and influence their relationship with the brand to others-not only put their brand out there, but also established a deeper meaning relationship. For example, Doritos made a similar campaign in US except that they set the theme as
Superbowl campaign. I personally haven't seen any Doritos TV ads before and I thought this is really a good way communicating with their customer by using "indirect"/"side ways". Anyone have ever seen any Doritos TV ads before?
p.s : For those who has no idea what Doritos is, Doritos is a company which produces savoury snack specialise in nachos and its salsa.
-Feel free to comment, love to hear.
i think this can be dangerous though. it is quite limiting on the target market. this means that doritos may not reach the older generation...
ReplyDeleteWhat sort of dangerous act do you mean ?
ReplyDeleteWell, I am not quite agree with the target market comment though because I think the world has becoming really technological in a sense that not only younger people could access social media such as facebook, youtube, twitter, etc. but also older generation. Even my father has a twitter account and facebook, therefore I think the world has really changed a lot since the computer first came. What do you think?
I thought this was a great campaign - certainly did well in terms of engagement and worked well across various social media platforms. Research indicates that older people are becoming more active through social media and perhaps this sort of campaign creates cut through. For example, if someone creates an ad as part of the competition then they ask their friends and family to vote. This could work as an encouragement to get people not already active users involved.....
ReplyDeleteSomething like this is great to get your target involved and engaged with your brand. It is interesting though how make a video campaigns seem to work for some but not for other. Have a look at international chick's blog.
ReplyDeleteRoss