Brafton has reported that online video marketing meets a rising demand, and a new pre-Super Bowl ad from Doritos demonstrates the power of video marketing – and user-generated content.
Doritos and Pepsi MAX are co-hosting a Crash the Super Bowl campaign that invites users to create 30-second spots for the chips (or soda). The entries are judged according to originality, eligibility and overall appeal. The top 10 finalists will win a trip to Texas for a private Super Bowl party hosted by Doritos and Pepsi. The six winners will have their ads aired during the Super Bowl and win up to $2 million.
Though the finalists have just been named, it looks like Doritos is already the big winner. AdAge reports that the company took the No. 1 spot in the online video charts. A front-runner in the contest – a clever ad called “Pug Attack” about a little dog who loves his Doritos – garnered an estimated 1,438,867 views.
This means Doritos is catching clicks and generating Super Bowl buzz well before game day. Additionally, the brand is engaging consumers by asking them to take part in the creation process. The company has linked its video strategy to its Facebook campaign, with a special Crash the Super Bowl welcome page, and individual videos posted to the company's wall have each generated hundreds of Likes and comments.
While this snack brand may seem like a nice fit with integrated video marketing, businesses across sectors should consider that user-generated video content can serve the dual role of converting customers into brand advocates and engaging video viewers. The Doritos brand may invite action-packed fan promos, but customer testimonials can be engaging in their own way. According to one video provider, boat and kayak company SeaEagle.com boosted its sales 30 percent after adding video testimonials to its site.