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Frito-Lay Calls On Consumers To Make The Next Great Super Bowl Ad
from the dorito-bowl dept
We've written before about the challenges marketers face in getting their messages across in today's media-rich environment, and how one strategy for success is to create marketing campaigns that get people to pull in ads, rather than just passively accept what's shoved at them. An extension of this is to get consumers to do your advertising for you, by giving them a platform and worthwhile motivation to do so -- like Frito-Lay is doing by running a contest that will run a user-generated TV commercial during the Super Bowl. While something like Doritos probably isn't a brand that a lot of people feel particularly passionate about, the opportunity to have an ad run during the highest-profile TV event of the year should garner a lot of interest and attract a lot of entries. All too often, when marketers talk about interactive advertising, the extent of the interactivity is watching a video or clicking on a Flash ad. But new media allow for real interactivity, which means things flowing in both directions. Smart marketers are taking advantage of this, by offering users interactive platforms that aren't focused on cramming a marketing message down their throat, whether it's giving them the chance to make a Super Bowl ad, or by playing a game with their cell phone . Traditional advertising simply hopes that users will absorb a message they're exposed to, or remember a brand. But new media lets advertisers use interactivity to hold people's attention and create an extended experience that's more likely to stick in their mind.
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Reader Comments (rss)
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How convenient...
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Re: How convenient...
Lazy: Sure.
Efficient: Hell yes.
Smart: Hell yes.
Sneaky: I don't think so. Anyone contributing content is going to be well aware they are forfeiting their "rights" to it.
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Re: Re: How convenient...
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Re:
GOM
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Re: Re: #5
Just trust me on this.
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Makes sense to me
Make a contest for an ad; it saves money by not paying ad companies and chances are it will be more effective than the ad company because 275 million brains are better than a handful.
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Re: Makes sense to me
Nope, we're going to harness this awesome power to sell ourselves over-engineered pressed corn food product with the nutritional equivalent of a salt-lick.
For some reason I don't feel much like celebrating this brave new world this morning.
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passionate about doritos
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Stupid Frito-Lay
"Mow my lawn. Wash my car. Make my Super Bowl ad."
Jerk. I need a salt-lick.
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What he meant
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Re: What he meant
F-L can easily say "we had nothing to do with that" and all advertising spawned by people passing it around will be good advertising.
It would be the greatest thing that could happen for them.
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Why not?
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Vote DUCT TAPE!
http://www.jumpcut.com/view?id=79EA4040802C11DB8702266C9A2E700D
I think it was a tremendous opportunity for us, my brother and I have never done a commercial before, and we have been recently working to try and break into the business filmmaking. Doritos and Frito-Lay are clear winners, but we were more than happy to enter, and they have been very good to us! Now if only we can win, even better. I enjoyed reading this blog, and all the comments... hopefully you guys can rally behind us and cast a vote for duct tape. At least I'm out here in the trenches with you!
Joe
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New Idea for large profits!
sales that will spread like wildfire if anyone is interested! If not, I can give you a week and if I don't hear from you , I can go to the next dio makers with my idea! I come up with ideas all the time but just thought this time, it will definately sell! But not revealing it till I get a serious taker! Thank you!
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