Sunday, June 24, 2007
Doritos introduced its "Crash the Super Bowl" contest in Fall 2006. Consumers were encouraged to submit their own commercial to be aired during the Super Bowl. That promotion was deemed a huge success. Interestingly, Doritos has done it again! They have found a way to create yet another intriguing marketing promotion involving consumers. Doritos has recently introduced X-13D NAME THE FLAVOR contest.
Doritos X-13D chips have a bold, new, mysterious flavor. Doritos encourages everyone to taste them and let their mouth decide. 100 lucky people who submit a name will become Doritos Flavor Masters.
I came across the chips while going back and forth between the aisles at a local Wal-Mart. I came to the chips aisle and immediately noticed an interesting black and white Doritos bag titled "X-13D." I decided to check them out.
At first, I thought the chips tasted like a Burger King Whopper. I like Whoppers, so that was a good thing. I continued eating away. Meanwhile, I was reading the information on the bag. I found out that I could text the name of the flavor I wanted to submit to 24477. Therefore I did.
I feel this promotion will be very successful. Doritos has a lot of experience implementing marketing initiatives deriving from consumers input. I only wish more companies would look to involving consumers.
I've compiled a list of several companies using social media in 2007.
1. Doritos X-13D
2. Heinz TopThisTV
3. Kodak's Thinklikeryan
Feel free to let me know if I've missed any. I'll do some analysis to see which company's social marketing initiatives are receiving the most buzz. I'll report my findings later this summer.