Doritos are a processed corn based snack chip. It is
popular with youth and adults around the world, and has left a greasy powder
based on American culture, as well as my keyboard. The Doritos’ Facebook page
is an interesting of example of social media marketing, but I think it is hard
to quantify whether or not it is effective. The Doritos’ page has a strong understanding
of its demographic, and the content produced and showcased on its page is targeted
directly at that demographic.
The
Doritos’ page is focused strongly on participation and user generated content.
They are currently showcasing opportunities for fans of the product to produce
commercials in a contest, and the winner of the contest will have their
commercial displayed during the Superbowl. They showcase these videos on their
page so there is a good venue for viewing user-generated content. There aren’t
games or polls on the website, but the brand often encourages those viewing
their page to voice their opinion regarding the content posted. They allow
their consumers to post on their facebook page, but I am not sure if they have an
active dialogue with them. There aren’t many premiums directly related to the
product itself, but Doritos has allied itself with the popular videogame
console, Xbox, and entices those who purchase the chip brand that they will get
a chance of winning the new Xbox. They are showcasing new content in the form
of products and promotions every week, but this flow of content usually seems
like a new coat of paint on their older promotions.
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