A 30-second spot during the Super Bowl can cost upwards of four
million dollars, so it better pack a punch. It appears that the
Frito-Lay’s marketing team agrees. For the last ten years, Doritos, a
Frito-Lay brand, has asked people from around the world to submit a
commercial to the “Crash the Super Bowl” contest. The winner attends the
game, receives one million dollars, and lands a “dream job” at
Universal Pictures.
This year marks the 11th and final competition and there are three
finalists in the running. The first commercial, “Ultrasound” isn’t for
the faint of heart, but is hilarious. “Swipe for Doritos” is a play on a
popular dating app, Tinder, and “Doritos Dogs” is very cute and very
clever. Who doesn’t love dogs? The three commercials are quite
different, but they all have one thing in common, you will most likely
be sporting a six-pack after viewing them from laughing so hard. Go to https://crashthesuperbowl.doritos.com/finalists/ to vote for this year’s winner. With the use of the hashtag, Doritos is able to access all platforms
of social media for maximum reach, relationship, and reputation.
According to Digital Marketing, book two in the SMstudy Guide®,
“Social media channels provide a good marketing medium for businesses
to run offers and promotions to engage audiences and reach desired
objectives. These offers and promotions are typically valid for a fixed
time frame, require audiences to participate by discussing their
experiences while engaging with the brand and offer attractive rewards
to audiences that engage with the brand.” The three finalists were announced on January 4th and now people will
have until February 7th, the day of the Super Bowl, to see if their
favorite won. The Doritos #CrashTheSuperBowl was the first of its kind. It paved
the way for companies such as Chevrolet and CareerBuilder, who also
pursued online commercial competitions, but Doritos was the only
campaign that succeeded. Last year’s fan favorite had more than seven
million views! A study done in 2015 by Medill IMC’s Spiegel Digital and Database
Research Center showed that people who participated in the contest were
more likely to buy the product and thanks to these participants, sales
increased by 42 percent in the first week (post events) and continued to
increase by 35 percent by the fourth week. With the success that has been generated over the years with this
campaign, it will be exciting to see what Frito-Lay comes up with next. For more interesting articles about Sales and Marketing, visit - www.SMstudy.com/articles
[Stephanie Vezilj, SMstudy staff writer, contributed to this article]
Big data and analytics become an integral part
of marketing since the inception of internet in the late 1990’s and the
introduction of smart phone and other internet enabled smart devices in
recent times. Big data usually refers to the data sets with sizes
beyond the scope of commonly used software tools to collect, clean,
manage and process data within an acceptable time frame. With the rapid
advancement in technology and increasing use of smart phones and other
internet enabled devices, organizations today face overwhelming volume
of data through multiple channels and devices. The main roadblocks while
using big data are:
Capture high volume of data from multiple sources and consolidate the data
Data cleaning (i.e. removing redundant or unnecessary data –
internal data, data generated due to testing, deletion/ blocking of
cookies)
Data storage
Data sharing/ transfer
Data visualization
Data analysis
Now the important question is why should organizations use big data
and analytics. The answer lies in decision making. Organizations cannot
afford to make any decision just by guess or gut feeling. The use of
predictive analytics and certain other advanced statistical methods to
extract value from data leads to more confident decision making which in
turn results is greater operational efficiency, cost reduction and
reduced risk. Big data enables marketers to increase the size and range of
information sources while speeding up reporting, enabling real-time
forecasting and more informed and accurate decision-making. marketers benefit from a large volume targeting options when it comes
to online advertising. The growth of cookies and information-rich
social media, means that the data is there to go beyond simple
demographic, geographic, psychographic and time-based targeting
options. Big data analytics helps optimizing campaigns and improve results in a scalable, real-time manner. Big data transformed the last-click conversion attribution model to
the multifaceted attribution model which takes into account all touch
points across consumer purchase life-cycle. It was complicated earlier
to capture these different, interrelated factors and their relative
weights. But big data makes it easy to track, analyze and evaluate
activities to see what is actually driving customers to engage. Find additional posts on sales and marketing at www.smstudy.com/articles. [Suman Ghosh, VMEdu staff writer, contributed to the article.] Sources: https://econsultancy.com/blog/65260-the-top-four-applications-of-big-data-in-marketing/ http://www.forbes.com/sites/mckinsey/2013/07/22/big-data-analytics-and-the-future-of-marketing-sales/#6f0ec1ee344d
One hundred days before the 2012 Summer Olympics in London, Proctor
& Gamble (P&G) gathered moms all around the world in a great,
big group hug. Best known for products such as Pantene, Tide, Pampers,
Bounty, and Oral B.—products that make bath time, laundry, clean-up, and
brushing teeth just a little bit easier—the company launched a
commercial portraying all the tasks a mother performs on a daily basis
to support their child in achieving their dreams. The commercial closes
with four children competing successfully in the Olympics and running up
to their moms to thank them for getting them there. The ad—that was spread through social media, TV and print—was a real
tearjerker, making everyone grateful for the women who always cheered
them on the loudest: their moms. If this commercial didn’t pull at your
heart strings and make you tear up, then you were simply unhuman. The
company reminded people from all walks of life that their success is, in
big part, their mother’s success as well.
In order for P&G to create the ad campaign that was required to
relate with their target audience they had to form a content creation
and distribution plan. As stated in Digital Marketing, book two of the SMstudy Guide®,
“The content creation plan identifies the type of content the business
intends to create in order to connect with the target audience. The
distribution plan charts how the organization intends to ensure that the
created content reaches the intended audience by highlighting the
chosen social media channels and detailing how each will be used to
ensure maximum response to the content.” The targeted audience of the commercial is moms. So, to ensure sales
P&G appealed to the person responsible for completing the daily
household chores. It is easy to forget everything that mothers do for
their children, they don’t just raise them, they nurture them with love
and with the help of P&G’s products. P&G continued to clean up with this campaign, launching similar
commercials prior to the 2014 Winter Olympics in Sochi and the 2013
Special Olympics, as well as several other commercials titled “Raising
an Olympian.” Providing audiences with a behind-the-scenes look at the
amount of support moms really give their athletes, the brand used these
commercials as a chance to sell their products. They showed moms
cleaning their child’s uniforms with Tide laundry detergent and cleaning
up after early morning breakfasts before practice using Bounty paper
towels. The initial commercial has six million views on YouTube and has been
like 700,000 times on Facebook. I think we can officially say that
P&G perfected the content creation and distribution plans making it
the winner of the campaign Olympics. [Stephanie Vezilj, SMstudy staff writer, contributed to this article]
