Organization: Pepsico Inc.;
and Frito-Lay North America, Inc.
Industry: Food, Snack, Grocery
Web References: www.fritolay.com; www.doritos.com; en.wikipedia.org
Product Development: New Trends Frito-Lay America, Inc. is a the forefront of Product Development and Crowdsourcing today. Using every social media tool at hand they are continually engaging the consumer for their opinions and interactions. The Doritos Campaign earlier this year, engaged consumers with opinions on flavors, by challenging the fans to taste, debate and vote on their favorite mystery flavors to collect bold rewards.
Fans votes were collected from votes on the website Bold Flavor Experiment these three mystery flavors released in the spring of 2014 in mystery bags Red Bag (Spicy Street Taco) Blue Bat (Chocolate Chipotle Bacon) and Orange Bag (Caribbean Citrus Jerk) with Spicy Street Taco collecting the most fan votes. Doritos did this by engaging their fans in a Mission. The “Mission Details – Create an infomercial-style video about the boldness of the three Bold Flavor Experiment flavors for a chance to win real gold.”
“There is nothing as bold as stepping into the unknown, and crunching into an unknown mystery chip with over-the-top flavor,” explained Ram Krishnan, vice president of Marketing, Frito-Lay North America. “This is one way we’re inviting fans to be bold with the Doritos brand. Our Bold Flavor Experiment is the latest example of how we’re rewarding our fans for making bold choices — this time by trying mystery Doritos Jacked flavors and voting for the bold flavor they like best.”
They are continuing the success of this campaign with repeating a success from the last Super Bowl game to one for the Super Bowl this November 2014, called “Crash the Super Bowl Universal Dream Job“. The consumer gets to create an ad and post it and possibly win a dream job with Universal Studios. For this initiative they have partnered with Universal Studios. Firto-Lay is using this type of Crowdsourcing on steroids to get the attention of their audience.
They have provided a toolkit of media, images, sound, video for the consumer to use to create the ad, including partnerships with VideoBlocks.com and Celtx.com.
Doritos other contests involve the movies, Hunger Games: Mocking Jay and Call of Duty: Advanced Warfare. The have developed apps which fans down load the apps and scan use to scan the barcode on the product to enter and win prizes.
Fire is catching. Grab a bag of DORITOS®, choose a district, and help #UnlockDistrict13. Info: http://t.co/Okjg5QfFu1 pic.twitter.com/bsLPsNrvAx
— Doritos (@Doritos) October 9, 2014
The tendency of these campaigns to propel the marketing of the products beyond global to universal heights. The advantage of engaging the consumer/fan in the procedures of product development, ad development and marketing and by partnering with the Super Bowl and Universal Studios keeps the consumer wondering what is next, and they wait with great anticipation.
Frito-Lay uses Advertising and Tracking to gather information needed to grasp the interest in the product and their partners, “We Engage in Interest–Based Advertising
Frito-Lay displays interest-based advertising using information you make available to us when you interact with us or our partners. For example, we might look at your browsing behavior. We might look at these activities on our website or the websites of others. We work with third parties who help gather this information. This allows us to provide you with more useful and relevant ads. We (or our partners) gather this information on our platforms. These include websites, emails or apps. This information may also be gathered on third-party platforms.” Technology is important to Frito-Lay in understanding the consumer “These technologies are used to understand the activities and behaviors of our consumers and website visitors.”
Frito-Lay America, Inc. – http:// www.fritolay.com
Pepsico Inc. – http://www.pepsico.com
Doritos – http:// www.doritos.com
Creative Quebec – http://www.creativitequebec.ca
Wikipedia – http://en.wikipedia.org/wiki/Crowdsourcing
Wikipedia – http://en.wikipedia.org/wiki/Technographic_segmentation
Forbes – http://www.forbes.com/companies/frito-lay/
Author of this Blog is Terry-Lynn Conway (email@example.com)
If you have concerns as to the accuracy of anything posted on this site please send your concerns to Peter Carr, Programme Director, Social Media for Business Performance.