tangent4ronpaul
02-07-2011, 03:45 AM
http://www.usatoday.com/money/advertising/admeter/2011/super-bowl-ad-meter/43271432/1
Doritos struck marketing gold Sunday night by using its now-familiar formula for creating best-liked Super Bowl spots: Let its customers make them. All its ads were consumer-created , and the winner featured a guy who pays big-time for teasing a hungry pug dog with Doritos. It was rated as the co-winner by the Ad Meter panelists.
[...]
Even then, the night arguably belonged to the unknowns. Fourth and fifth place went to more consumer ads, one for Doritos and one for Pepsi Max.
The fella behind the winning Doritos ad: a 31-year-old part-time designer of websites for kids. He says he filmed the spot for about $500.
The pattern has become disconcerting for Madison Avenue executives, whose high salaries are sometimes linked to creating the most-liked Super Bowl commercials. This is the second time in three years that consumers chose as best commercial an ad by a regular Joe. Two years ago, Doritos won Ad Meter with a consumer-made spot, and last year it finished as a runner-up with an ad made by an outsider.
The consumer admakers' secret recipe isn't in the chips — it's in the humor of the ads.
[...]
Many of the top-scoring ads shared another common bond: They'd been widely seen on Facebook and YouTube for days — and even weeks — before the game.
The Doritos and Pepsi ads had been posted for weeks among groups of finalists for online voting that picked the ads for the game.
By kickoff, nearly 13 million people already had viewed the Darth Vader ad on VW's YouTube channel. That is certain to soar in the next few days.
Such success throws a monkey wrench in a long-held and apparently faulty belief by Super Bowl advertisers that they need to keep their secret until game day.
[...]
====
Yes, the winner (per-company) got an award.
You guys shoul know where I'm going with this. We proposed doing this, and first the official campaign and then C4L ignored it. As a result, their ads totally sucked!
Will they make the same mistake this time around? Unfortunantly, that's a pretty big chip in to buy ad time, but maybe it's better that the grassroots do it than the official campaign. The downside here is that the media uses how much a candidate raises as a measuring stick of how popular they are. Then again, they sure paid attention to the blimp!
-t
Doritos struck marketing gold Sunday night by using its now-familiar formula for creating best-liked Super Bowl spots: Let its customers make them. All its ads were consumer-created , and the winner featured a guy who pays big-time for teasing a hungry pug dog with Doritos. It was rated as the co-winner by the Ad Meter panelists.
[...]
Even then, the night arguably belonged to the unknowns. Fourth and fifth place went to more consumer ads, one for Doritos and one for Pepsi Max.
The fella behind the winning Doritos ad: a 31-year-old part-time designer of websites for kids. He says he filmed the spot for about $500.
The pattern has become disconcerting for Madison Avenue executives, whose high salaries are sometimes linked to creating the most-liked Super Bowl commercials. This is the second time in three years that consumers chose as best commercial an ad by a regular Joe. Two years ago, Doritos won Ad Meter with a consumer-made spot, and last year it finished as a runner-up with an ad made by an outsider.
The consumer admakers' secret recipe isn't in the chips — it's in the humor of the ads.
[...]
Many of the top-scoring ads shared another common bond: They'd been widely seen on Facebook and YouTube for days — and even weeks — before the game.
The Doritos and Pepsi ads had been posted for weeks among groups of finalists for online voting that picked the ads for the game.
By kickoff, nearly 13 million people already had viewed the Darth Vader ad on VW's YouTube channel. That is certain to soar in the next few days.
Such success throws a monkey wrench in a long-held and apparently faulty belief by Super Bowl advertisers that they need to keep their secret until game day.
[...]
====
Yes, the winner (per-company) got an award.
You guys shoul know where I'm going with this. We proposed doing this, and first the official campaign and then C4L ignored it. As a result, their ads totally sucked!
Will they make the same mistake this time around? Unfortunantly, that's a pretty big chip in to buy ad time, but maybe it's better that the grassroots do it than the official campaign. The downside here is that the media uses how much a candidate raises as a measuring stick of how popular they are. Then again, they sure paid attention to the blimp!
-t