5 comments

Crowdsourcing Nachos

by Daniel Neville

2009/02/07

One of my favourite things is a table straining under the weight of a plate full of of Mexican food. My favourite dish of home made nachos includes two very large packs of Doritos - preferably the extra cheesy flavour.

Now that you know that little bit of random information take a look this Doritos advert that was aired during the Super Bowl this year.

So what do you think? Believe it or not that advert - titled FREE DORITOS - was produced by the Herbert brothers and was made on a very tight budget. Now you are forgiven if you have no idea who the Herbert brothers are - until this advert was aired no one did.

They were the winners of a contest run by Doritos called "Crash The Super Bowl" which basically gave people around America the chance to shoot an advert themselves and have it aired during the Super Bowl. Doritos ran the campaign through a microsite, although they could have also used something like Idea Bounty - yes that was a blatant plug!

Doritos seem to have done quite well off the campaign. Not only is the winning advert entertaining, but Doritos gained a huge amount of press coverage from this. They’ve certainly tapped into the strengths of crowdsourcing and the benefits it can bring, which you can read more about here and here.

Although hosted on the Doritos microsite, users still duplicated and posted the entries (especially the 5 finalists) all over the Internet - just take a look at the search results you get on YouTube.

Lastly I’d like to point out that Doritos weren't the only ones who benefited out of this, not only did the Herbert brothers win $1,000,000 in cash but they are famous too! Even Jay Leno interviewed them...

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Muti

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Hey Dan,

I have to be frank...I love the product, 'dislike' the advert.
It lacks substance. An advert can be simple but needs to be clever. The Herbert Brothers obviously nailed the winning formula to bowl over the American consumer market. Maybe one day I will understand it. But right now it seems like the movie, Idiocracy.

From all the superbowl adverts, the coke 'heist' is the best.

Cheerios with Doritos. :)

Sana.

Posted by Sana on 2009/02/12

Hey Sana,

I have to agree with you on that one, I also think the ad is a bit of a surface execution. However the success of the ad does show that you dont necessarily need a good creative and just involving your consumers in the process endures them to your brand way more .

So the coke 'hist' ad is creatively better but the Doritos ad did allot more for the brand which is ultimately the goal...

Thanks for the comments :)

Dan

Posted by Daniel on 2009/02/12

Yeah, you right. Sometimes the lack of creativity sells ^_^. I should start paying attention when our Brand Manager, is trying to limit our ideas. :)

I guess coke is not a brand that needs to do 'alot more for the the brand'. They focus on brand sustainability. Which I love, cos their focus is output awesome adverts. (and to make other advertising agencies...jealous)

Sana.

Posted by Sana on 2009/02/12

You are right, Coke does have a very strong positioning in everyone's minds, plus i would say its the most recognizable drink on the planet!

On an side note what do you make of the whole saga involving the mycoke.co.za site ?

http://muti.co.za/comments?sbid=34743 - for more

Posted by Daniel on 2009/02/12

i am not aware of the saga @ mycoke.co.za.

wow...just read the post on mycoke.co.za...this is rather sad affair for the SA Blogosphere. mycoke.co.za was one of my most visited sites when looking up info for Coke fest. I honestly thought it was a coke site because it gave users the ability to vote for the bands they wanted to see at coke fest.

I feel so :( right now.

From a design point of view (hehe)... The cokeZeroFest site is not as nice as last years or the original coke zero site.

Posted by Sana on 2009/02/12

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