MrWeb2
says:
Doritos Brand Chief Plugs Authenticity, Reveals Next Online Play
by Tobi Elkin, Tuesday, Mar 20, 2007 6:00 AM ET
HOLLYWOOD, CA -- MARKETERS NEED to "get real" and acknowledge that marketing isn't merely advertising and communication: It's about "building a relationship with consumers," according to Jason McDonell, director of marketing for Frito-Lay's Doritos brand.
Speaking to an overflow crowd on Monday at OMMA Hollywood, McDonell urged marketers to get a better understanding of their consumers by engaging in a dialogue with them. He illuminated Doritos' experience in doing just that by relating key highlights of his brand's recent experience in creating the Doritos "Crash the Super Bowl" contest. The contest invited consumers to create an ad that would air on the Super Bowl. With more than 1,000 entries, five finalists were chosen and consumers viewed and voted for their favorite ad online.
Doritos, McDonell said, learned that its target consumer--16 to 24-year-olds--embrace self-expression, independence, and something he called "belongingness"--the desire to belong to something. Doritos learned that the target lives a "hyperlife" (life on a multitasking, 24/7 basis); likes creative control and evidence of its own creative DNA (it wants a stage to perform on); and craves authenticity, reality, and relevance. These consumer insights were critical to establishing the framework for Doritos' consumer-generated Super Bowl challenge.
Doritos partnered with multiple agencies--Goodby, Silverstein & Partners, OMD, Millsport, TPN, Yahoo Video, and Jumpcut--to collaborate on the contest. The collaboration found that the Doritos brand stands for bold, intense, hit, loud, and unapologetic; its product experience is synonymous to a big crunch, intense flavor, and triangular shape.
McDonell said Doritos ended up airing two of the five winning spots on the Super Bowl, much to the delight of both winning teams
[Source:MediaPost.com]
21 Mar 2007 - 11:35
Melbourne
