Facebook Campaign Success for Doritos/Frito-Lay


According to a recent AdWeek article, the Frito-Lay brand—which had anchored its “Crash the Super Bowl” campaign on a microsite in years past—drew nearly 100 million views for the five finalist videos in the user-generated contest on Facebook, breaking its record!

This is a major success for Doritos and Facebook as a medium to get your message out to key audiences with a huge return over several weeks.

From the article:
“Almost every single metric of the program exceeded what we achieved during the last six years,” Ram Krishnan, vp of marketing at Frito-Lay, told Adweek. Krishnan said Facebook’s social nature helped the videos go viral. “That’s the whole reason why we switched,” he said. “People like to talk about the videos, and that reaches their circle of friends.”

Facebook fans for Doritos also skyrocketed to over 4 million during the voting campaign.

As in previous years, “Crash the Super Bowl” invited consumers to create 30-second spots with the promise that two winning submissions would run during the Super Bowl. Five finalists were posted on Facebook in early January, and the two spots with the most views would make the big game. Of the two, the one that ranked highest on the USA Today Ad Meter would get the opportunity to work with ultra-successful Hollywood director Michael Bay.

The ad creators were eligible to win cash if their commercial ranked among the top three finishers on the Ad Meter. (Prizes offered: $1 million for first place, $600,000 for second place and $400,000 for third place.) “Fashionista Dad” finished fourth on the meter for Doritos, while the other spot, “Goat 4 Sale,” came in seventh. Almost 3,500 consumer videos were submitted for this year’s contest which let consumers vote on the top 5 ads.

WOW, to be one of the top 5 and possibly win cash for it?! Sounds like I have some script writing to do before next fall…



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About promotionalguru

A marketing communications professional helping other marketing professionals, business leaders and marketing students gain a better understanding of trends in advertising and public relations as well as tips for being a successful marketer.

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