Let’s play some word association. What do you think of when I say: Angry Ranch? Cheesy Enchilada? Secret Pepper? Chipacabra? Scream Cheese?
Pretty soon one of these names will make you think of Doritos. That’s because they’ve developed a campaign called Doritos Guru where consumers name their newest flavour. They also produce a 30-second commercial to promote the new flavour.
So, what makes this campaign different from, say, designing a new box of Smarties? It uses social media marketing techniques to promote, monitor and determine the winner of the contest.
By pairing up with both Facebook and YouTube, Doritos has made it incredibly easy to enter. Guru-hopefuls can upload their commercial via any of these three sites and enter the contest. Because the sites mirror one another, an entry uploaded via Facebook can also be seen on the Doritos site.
Another great social media aspect of this campaign? It utilizes Facebook Connect, a platform that synchs up your Facebook profile with a profile you create on the Doritos Guru website that allows you to vote, comment and submit videos. Not only is Doritos getting great exposure through Facebook, they're also encouraging more people to create a Doritos Guru profile, giving them a quick and easy way to track traffic flow on their site.
Pretty soon one of these names will make you think of Doritos. That’s because they’ve developed a campaign called Doritos Guru where consumers name their newest flavour. They also produce a 30-second commercial to promote the new flavour.
So, what makes this campaign different from, say, designing a new box of Smarties? It uses social media marketing techniques to promote, monitor and determine the winner of the contest.
By pairing up with both Facebook and YouTube, Doritos has made it incredibly easy to enter. Guru-hopefuls can upload their commercial via any of these three sites and enter the contest. Because the sites mirror one another, an entry uploaded via Facebook can also be seen on the Doritos site.
Another great social media aspect of this campaign? It utilizes Facebook Connect, a platform that synchs up your Facebook profile with a profile you create on the Doritos Guru website that allows you to vote, comment and submit videos. Not only is Doritos getting great exposure through Facebook, they're also encouraging more people to create a Doritos Guru profile, giving them a quick and easy way to track traffic flow on their site.
Using social media sites already in existence, like Facebook, is only helping the Doritos Guru campaign. These sites already target their audience, are widely recognized and are easy to use. The Doritos Guru campaign automatically earns credibility by using these established social media sites. Of course, adding weekly and daily prizes for registered users doesn't hurt, either.
Has all this talk about chips made anyone else hungry? Pass the Doritos, please.
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