The Super Bowl and User Generated Content
Jackie Binion | 1 February 2007 |
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Looking at the title of my post and wondering how the two could possibly be connected? The makers of Doritos, PepsiCo, have opened up their Super Bowl advertising campaign to the public. Just how is this all tied together?
Every year, advertisers spend millions on Super Bowl advertising spots. These coveted advertising times do not come cheap. What better way to save on advertising than to have your consumer create your ads. Doritos asked their consumers to create an advertisement and submit it for review between October 2 and December 1 of last year for consideration.
During January, five finalists were selected. These five ads have been on display at Crash The Super Bowl for the last month and voted closed this week. Tune in to the game on Sunday, February 4 to see the winner.
A PepsiCo executive said that the company was hoping to capitalize on the user-generated content craze. The company worked in conjunction with Yahoo! to help get the project off the ground. Contestants were directed to Yahoo! for help in putting their videos together and upload them.
Think of the implications here. The consumer does the work for the ad executives, online users do the choosing and the company makes their money. Think about the brand awareness that has been created in the process. Plus, not such a bad deal for the contestant whose ad is chosen to be shown during the Super Bowl. They’ve substituted their work (which is probably funnier) for a $2.5 million dollar ad that about 90 million people will see. Not too bad!
Jackie Binion - Blizzard Internet Marketing, Inc.
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February 1st, 2007 at 10:27 pm
The Super Bowl and User Generated Content…
Looking at the title of my post and wondering how the two could possibly be connected. The makers of Doritos, PepsiCo, have opened up their Super Bowl advertising campaign to the public. Just how is this all tied together?…
February 2nd, 2007 at 10:30 am
If corporations really want to make consumers happy, they should forego costly Super Bowl ads and instead invest in a Chief Customer Officer, a single person of power charged with putting him or herself in the customers’ mind.
But instead they spend their time and money making sure their ad is funny and entertaining, which doesn’t mean it sells more products. A good marketer surprises consumers by giving them new ideas on how and why to use a particular product. Ads developed by typical people or starring famous celebrities may get laughs, but are unlikely to generate sales. For every dollar you spend you should be seeing a dollar back and I sincerely doubt that these companies are generating an additional $2.6 million due to these Super Bowl ads.
Marketers need to stop thinking that marketing HAS to be creative. It HAS to sell goods and services. Sometimes the least creative marketing is the most effective.
Mark Stevens
CEO of MSCO
http://www.msco.com/blog
February 15th, 2007 at 10:18 am
Hello Mark - The genius marketing that I saw in the Super Bowl ad was customer recognition associated with the request for submissions. What makes a customer happier than recognition? By offering recognition and a sense of ownership of the brand, “The Corporates” made brand loyalty for life. The social network ramifications of this Super Bowl ad venture is another marketing facet seized. Word of mouth marketing is the king of product movement. A person is 3-5 times more likely to adopt a product based on a recommendation from their social network than a person in the target market of an ad series put on by a marketing firm. Mix a recommendation with the conviction of ownership by the customer and “The Corporates” win. In addition, this custom generated content marketing wasn’t simply a 30 second Super Bowl ad; it was one ad lasting several months! So they may or may not have made their 2.6 million back in the airing of the ad to 9 million people, but I am curious to know what they made back on the venture as a whole. All the non-customer generated Super Bowl ads missed these marketing advantages completely. It is a good thing they went with funny and entertaining, I cried with laughter over the Snicker’s commercial. It was nothing short of memorable.
P.S. I really enjoyed your “The End of the Affair” post.
Solomon Liston
Social Internet Specialist
Blizzard Internet Marketing