Doritos, “Crash the
Super Bowl” contest
Started in 2006 and continuing for its 7th year,
Users or “fans”, are invited to submit a 30 second commercial to the Doritos
contest website. Once the deadline date
has passed, fans are then asked to choose the finalists by voting for their
favorite. The grand prize winner – the
submission with the most votes - will
have their commercial air during the Super Bowl, receive a $1 million grand
prize and a year long “dream job” working for Universal Studios.
This campaign is one of the most successful examples of Web
2.0 technology and user generated content and during the 2011-2012 competition
was the largest online video contest in the world and has received more that
6,100 submissions with $2,125,000 paid out in prizes.
Recently, the contest was moved to Facebook in addition to
the website and finalist videos received 100 million views. By capitalizing upon the Facebook social
matrix, many of the finalists’ videos went viral and Doritos’ Facebook fans hit
more than 4 million during the 2013 competition.
Facebook turned an already successful campaign into a hugely
successful campaign by turning Facebook ‘likes’ and fans into targeted ad campaigns
and engaging the public. In encouraging
fans to create their ads, Doritos captured fans’ interest and gave them the
type of content they really wanted.
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