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Article

Title: Ready for Prime Time?

Author: Cone, Edward Article Type: Company
Source: CIO INSIGHT, n77 p21(1) Publication Date: Jan 2007
  Illustrations: Output Samples
URL of Publication: http://www.cioinsight.com

Frito-Lay is relying on user-created content to market its Doritos corn-chip brand during Super Bowl games. The Pepsico-owned company will air the winner of the snack food commercial contest it launched during the big game on February 4, 2007. The contest has attracted over 1,000 30-second entries from amateur filmmakers, including animation, standard endings, music clips, and logos. On January 5, 2007, Frito-Lay selected the top five entries based on brand message, content, and creativity set by Doritos marketing team. Consumers have the opportunity to vote which among the five spots should be the final winner, with one email address equal to one vote. The content is only the beginning for Frito-Lay in terms of giving consumers control of the brand, according to the company spokesperson. There is also the possibility that consumers can select the flavor names as well as the packaging in the future in light of Frito-Lays focus to increase consumer participation. The move by Frito-Lay highlights the growing trend among big advertisers such as Chevrolet and Coca-Cola to give regular folks the opportunity to help companies in their online marketing efforts. Proof of this is the increasing popularity of user-created content in advertisements in 2006.

Special Features: Output Samples

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UGC (User Generated Content)

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