Byte into that Chip
Doritos has benefitted greatly from its recent online campaigns.
The company asked consumers to submit their own ads that would air during the Super Bowl, with the winner selected by a consumer online vote. According to marketing director Jason McDonell, the challenge attracted no less that two million hits on the contest microsite, including 750,000 unique users and illustrated what the company calls "social networking at its best".
The Doritos marketing man added that the company's target audience - young adults - craved self-expression and 'belongingness', wanting to feel that they belong to something. This thinking was behind the challenge.
This year's Super Bowl demonstrated the growing importance of the online medium, with Reprise Media partner Peter Hershberg saying that "an effective search marketing campaign can close the loop, making an immediate connection with interested people".
The company asked consumers to submit their own ads that would air during the Super Bowl, with the winner selected by a consumer online vote. According to marketing director Jason McDonell, the challenge attracted no less that two million hits on the contest microsite, including 750,000 unique users and illustrated what the company calls "social networking at its best".
The Doritos marketing man added that the company's target audience - young adults - craved self-expression and 'belongingness', wanting to feel that they belong to something. This thinking was behind the challenge.
This year's Super Bowl demonstrated the growing importance of the online medium, with Reprise Media partner Peter Hershberg saying that "an effective search marketing campaign can close the loop, making an immediate connection with interested people".
posted by Supz @ 12:07 PM
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