Viva’s Blog: The winner of the Super Bowl is…
Doritos! Why? The folks at Frito Lay have brilliantly involved their customers in creating their Super Bowl commercials. Their “Crash The Super Bowl” campaign was launched in September and nearly 800,000 people have visited the site to learn how the consumer-generated ad competition works.
It’s pretty simple. Anyone can make a 30-second Doritos brand commercial to air during the Super Bowl and submit it for a chance to win $1 million and a dream job at Universal Pictures. Twenty-nine finalists were selected and now consumers are voting for their favorites. Two commercials will win and both ads will air during the Super Bowl.
What’s so brilliant about the largest online video contest in the world and how can you apply the learnings to your business?
Reason #1: Frito Lay trusts its customers.
Few marketers are comfortable with turning the keys to their brand over to consumers. Confident and secure, Doritos believes that when you give your customers the freedom, they will take great care of your brand.
Reason #2: Frito Lay makes it easy to interact with its brand.
There’s a reason nearly 800,000 people have visited the site. It’s visually engaging, includes an appropriately short and action-packed video, and explains the process in 4 easy steps:
Reason #3: Frito Lay learns from the nearly 5,000 videos that are submitted each year.
Great marketers know that effectively marketing their wares starts with customer input. 5,000 videos showcasing people interacting with your brand is the ultimate customer research. It’s raw and it’s real.
Reason #4: Frito Lay enables consumers to be brand ambassadors.
Doritos’ “Crash The Super Bowl” campaign taps into the immense power of their fan base and uses their authentic and original content to fuel the brand’s advertising. They provide consumers across the globe with a platform to espouse their personal experiences with the brand and an amplifier to quickly spread the love.
Reason #5: Frito Lay adheres to a strategy embraces the consumer.
All too often marketers get seduced by the latest ad craze, tactics like QR codes, pop-ups and over-optimizing a web site. Frito Lay has incorporated the consumer into their marketing year after year. It’s integral to their strategy rather than a one-off tactic.
How can you get customers to interact with your brand?
Idea #1: Engage them.
Ask visitors to your website to do something…enter an email address, fill out a short form to indicate what they’re looking for, “read more” of an article or news item, watch a video, rate a service or play a game. Each of these activities is trackable and lets you get closer to your customer.
Idea #2: Use their input.
When customers do provide input, acknowledge that you received it and do something with it. If you ask customers to participate in a survey, share results with them, show the results on your website, post snippets of the results in your tweets and on Facebook. Use the input to improve your service or product and then communicate why you made the changes. Scrutinize the words, images, etc. customers use to describe your brand and feature those in your marketing materials.
Idea #3: Be consistent.
Did I mention that this is the 9th year Frito Lay has run the “Crash The Super Bowl” campaign? Identify strategically sound marketing initiatives, make them remarkable and then deliver a consistent experience. Savvy marketers know that consistency is the key to quickly catapulting a brand.
Idea #4: Deliver easy.
User-generated content is easier for your customers to digest than ads authored by professional copywriters. Content written by customers for customers is a win-win.
There’s still time to vote for your favorite consumer-generated Doritos ad. See firsthand how effective this marketing strategy really is. But hurry, the voting ends Wednesday, January 28th.
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