Doritos ran three spots, all CGC (although in reality all the “Consumers” happened to head up minor film production outfits, or were marketing people at various other companies.) According to Jason McDonell, Director of Marketing for Doritos, “Executives know that the brand's target consumers - those between the ages of 16 and 24 - embrace self-expression, independence, "belongingness," creativity and creative control, and relevance!”
To be honest with you, I have no idea what that means… It’s what I call “MarketingSpeak.” In other word’s, total crap that has no relationship to any world outside of the Power-Point saturated meeting rooms of Corporate
Mr. McDonell then goes on to claim that “These attributes helped the company devise the successful campaign, which attracted 2 million clicks on the contest microsite, which pulled 750,000 users, and 2 million total video views. The contest ultimately racked up one billion impressions, equal to $36 million in paid media.” Hey Jason baby, that’s great. And exactly how many bags of those foul tasting chips made out of recycled bar coasters did this wonderful effort actually sell?
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A healthy diet must encompass all five essential food groups. Guinness, Margaritas, Long Island Tea, Diet Coke, and Doritos!
This reminds me of a story I head a while ago regarding a novelist and a doctor that had some strange objectives for their retirement. It stresses that just because we can do something, it doesn't mean that we should
I've posted the whole story at: http://adelino.typepad.com/adelino_marketing/2007/04/of_user_generat.html
Posted by: Adelino de Almeida | April 2, 2007 9:50 AM | Permalink to Comment