The Super Bowl is always the time North America looks forward to great football, food, drink, friends, and for me… great advertising. This year, once again, offered lots of great creative and memorable ads. The Doritos spot in particular was interesting because it was not only funny and memorable, it also placed the product in a starring role which many commercials fail to do in an effort to entertain rather than sell.
The most interesting aspect of this particular commercial was the fact that it was the result of a contest that Frito-Lay established months ago to let ordinary consumers write and produce their own Super Bowl commercial. The winner being the one shown here.
The Doritos’ campaign not only generated lots of publicity but also helped build a relationship with its consumers. The successful campaign attracted 2 million clicks on the contest microsite and also attracted 750,000 unique users, and 2 million total video views. The contest ultimately racked up one BILLION impressions, equal to $36 million in paid media. Now that’s impressive viral marketing.
The final winners, brothers from Indiana, Dave and Joe Herbert not only had their winning idea produced into a commercial viewed by 98.73 million but also walked away with $1 million dollars! (Not to mention the millions of hits the ad received during the week after the Super Bowl.) Frito-Lay won by having tons of free publicity, free ad ideas, and a free commercial that the Herbert’s produced themselves for less than $2000. The cast and crew worked only for food. I hope the brothers shared some of their winnings with them!
Fun and effective, memorable and timeless, it demonstrates that sometimes the best way to market is to go directly to your demographic and see what resonates with them.
The day after the Super Bowl, Doritos was number one on USA Today’s Ad meter for all the Super Bowl ads.
Author: Marc Obregon, President, Accelerator Advertising, Inc.