We are only days away from one of the biggest sporting events of the year in the US, the Super Bowl 2014. For those of you like me that don’t follow American NFL, you will have little interest in the game itself, but it could be the ads that get your attention. You may not actively seek them out like me, but there is a high likelihood that they will pop up somewhere in your social media feeds.
As is common practice, many of the brands release teasers in the lead up to the game. Not only does this create pre-game buzz, it also gets their brand exposed to millions of engaged viewers who in turn create their own hype about the brand.
One brand that continually enters the top viral charts for their Super Bowl ads is Doritos. For the last 7 years, Doritos has run its ‘Crash the Super Bowl’ competition, whereby everyday people are invited to put together an ad that will air during the big game. Doritos are essentially passing the power over to the consumers, giving them an opportunity to be creative and be involved with the brand.
This crowdsourcing tactic isn’t new in the world of advertising. The idea is that no-one understands brands better than consumers, so the idea of tapping into the collective knowledge of consumers can be a smart marketing strategy. In particular Doritos claim that ‘with something like Doritos, there isn’t really anything the client wants to say other than Doritos are tasty, so all you need is a fun joke. For other clients who are not their category’s leader – they have to explain why you should buy their product over someone else’s or why you need that product – something that can’t be handled by the crowd.’
In the weeks leading up to the 2014 Super Bowl, Doritos have already had 6.6 million YouTube views of their 5 finalist videos. Add that to the 100 million viewers that will watch the game live, and not to mention the post game ad viewing online that can continue for many months.
Other big brands that have used the ‘crowd’ to develop elements of their advertising campaigns include; Pepsi, Coke, Budweiser, Audi, Pizza Hut and Oreo.
Watch the 5 finalist videos for the Doritos Crash the Super Bowl competition 2014 here:
Doritos - Finger Cleaner >
Doritos - Time Machine >
Doritos - Office Thief >
Doritos - Ostrich >
Doritos - Cowboy Kid >
Author: Zoe Manderson
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