Rather than paying an ad agency, they prefer to crowdsource. So I asked him: Yannigroth not with that site, but with the campaign.
Yellow Tail was able to engage with consumers even before the commercial aired, as well as to create hype around it, by asking users to submit UGC. The dips offered are Nacho cheese, cool sour-cream and anchovies, hot salsa and mild salsa. You have to grow with your market. Learn why their Super Bowl campaign was so successful time and time again, and inspired others to do the same.
Just make it awesome. From that point on Doritos tracks three communities: the makers who enter the contestthe lovers who create buzz and follow the contestand the watchers who watch the ads and vote in the contest.
This year for the first time, Doritos ran television commercials encouraging people to vote in the contest. So, Doritos and their agency have used these to ramp up excitement, as they say. But there was no user-generated content marketing campaign as illustrious as Doritos.
Doritos needs its creative fans to know the platform exists, and persuade them to get excited about learning more and participating. We answered the RFP and built the bones.