Oh, what a conundrum. In today’s economy, no matter the industry, the story seems to be the same – marketing budgets are down, and the need for marketing is up…way up. So how do you take two contradictory situations and make them play nicely together?
Unexpectedly enough, one of the best examples can be seen this weekend in the world’s biggest advertising event of the year – The Super Bowl. All-American game-time hunger stopper, Doritos, has once again proven that you don’t have to break the bank (i.e. what’s left in the bank after the hefty media buy) to deliver groundbreaking advertising.
The ever-beloved snack food brand astonishes again with a handful of brilliant TV spots crowdsourced from devoted fans. In their Crash the Super Bowl contest, Doritos asked snackers to take a bite of fame, fortune and facebook by filming and submitting a Super Bowl-worthy ad. And the five finalists’ submissions are fantastic – from a goat with a serious craving for the cheesy crunch to a group of men willing to bring out their inner fashionista for a bold bite, the spots all provide stiff competition.
The spots aren’t without cost, of course. Doritos will award the winner, whose commercial will be debuted during the big game, a $1 million cash prize. But, as a huge value-add, the brand is getting, once again, an obscene amount of exposure and customer engagement, online and on TV. I’ll be tuning in to see if my vote wins!
Doritos isn’t the only company cashing in on crowds. Budweiser, PepsiCo and Coca-Cola have all announced Super Bowl XLVII crowdsourced campaigns, as well.
At Mangos, we recently created a multi-media campaign for the launch of Children’s Hospital at Lehigh Valley Hospital, which included nine TV spots created from YouTube videos of children across the country. We were able to cost-effectively compile a group of diverse and memorable spots for what one spot might cost to produce.
As a continuation of the campaign, we utilized crowdsourcing through a Facebook contest in which we asked parents of the Lehigh Valley to submit videos of their kids, similar to the videos seen in the TV spots. The winner’s video will be featured as the Children’s Hospital next commercial. We received nearly 75 submissions and asked the community to vote on their favorite. In the end, we landed a new TV spot, community engagement and awareness around the new hospital.
So, if you’re looking to bolster your brand but not blow major bucks, look to the people who know your brand best – your customers. And who knows? You might even be able to learn something about your brand in the making. I wonder if Doritos knew that goats could be part of their target demographic…