The November issue of Media Magazine has an article from TNS Media Intelligence/Cymfony CMO Jim Nail on what advertisers can learn from the success of last year’s successful Doritos “Crash the Super Bowl” campaign.
Cymfony analyzed traditional media coverage and social media discussion of the advertisers in the 2007 Super Bowl. This article is the first in a series of reports based on this analysis.
We found that during the weeks leading up to the game, Doritos was the 3rd most discussed brand with a 12% share of voice among all Super Bowl advertisers. After the game, Doritos retained #3 spot as their volume of coverage increase 38%.
The article summarizes these 3 factors that made this such a success.
- Doritos announced their ad months before the game and had much of the early Super Bowl ad-related media coverage and social media discussion to themselves.
- They involved the consumer in every aspect of the campaign. Chevrolet had a consumer-created ad campaign as well, but it was limited to college students and viewers could not vote for the winning ad.
- People liked the ads. The 2 ads, “Live the Flavor” and “Checkout Girl” were rated among the top spots in the various online consumer rating polls.
It wasn’t any one factor, but it was the combination of these 3 made Doritos one of the most talked about advertisers in last year’s game. See the rest of the article and the supporting data on Media Magazine’s site.
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