The Keys to User-Generated Creative
Dritos were a has been in the chip world and tried something new. They launched the white bag of chips and asked people to come up with a commercial about their flavor of chips. If they won this contest then they would win 25k and get 1% of the sales for the lifetime of the flavor.
Ryan Coopersmith was the winner with about 8 videos. New Doritos scream cheese. Won the 25 k and bought a HD camera and out in LA with a talent agent.
The promo ran for 6% and sales grew by 22%.
Short term they have the people that signed up for the campaign and will keep them engaged for a year.
The videos were moderated and then posted immediately. Got lot’s of feedback.
Dino Demopoulos from BBDO about Lessons learnt
3 filters were applied, bold, WTF factor and I want in.
The hook was 1% of sales.
A lot of mediums were used to disseminate the infomation. Buy in on YouTube in Canada, the white bag on the stores.
Set the tone 3d video, cat, defined the vision of the brand and what do you think. More of an invitation rather than direction.
Make it easy to participate.
submit, vote, coment, join the fan pge, share, like, feview, post, tweet, embed
Fish where the fish are so did not want to start another micro site that disappears after a short period. So decided to be where the audience was and where they would interact with us.
You did not have to leave Fb to do this.
Talk like a human.
Was a major lesson for us and somewhat overwhelmed at first.
You need a thick skin
People like to slam your brand.
Love the community adn they will love you back.
IT requires co-ordination between PR agencies, packaging etc..
It isn’t cheap or easy
If you don’t like change your going to like irrelevance even less.
The result was that this campaign brought Doritos closer to their customers.
Flickr Photostream
