Five million dollars per minute. $2.6 million for 30 seconds. How can any business justify it? How can you turn a profit spending $2.6 million plus production costs for a 30 second commercial? Web 2.0 to the rescue.
The key to a successful Super Bowl campaign has become creating buzz with your ad. In 2005, CNN money wrote an article noting that one way to get the most bang for your buck is to “Produce a tasteless ad that television executives reject, make it publicly available, and let the free publicity flow.” Sounds like great advice if you don’t care much for your reputation.
I think Doritos, on the hand, figured out the real formula. Sponsor a contest in conjunction with a big Web 2.o such as Facebook, MySpace, or YouTube. I think Doritos went with Yahoo and another. They created a contest and issued a challenge to have anyone who wanted to do so to create a commercial for them. Can you say “zero production cost?” Can you say “Zero creative costs?”
OK, so we know that they had to pay the agency to come up with the idea and to promote the contest, so there were some creative costs. But think about the bang for the buck. While other advertisers were spending all their money on 30 seconds, Doritos invested the money that otherwise would have been spent on production promoting the contest, and their product for, three to six months. Brilliant!
They know that the social networking websites already get more traffic combined than does Google. Yes, those are big numbers. And they are growing by double digits every quarter and multiples annual. Of course that kind of growth cannot continue forever, but who cares. If you want to generate real traffic, you need a way to access those people who are online on the social networking sites.
I’m on them and testing software to make my presence more impactful and to use them to drive traffic to my money sites. How about you? Stay tuned for reviews or insights into what I discover.
Oh yes, I thought the Doritos Super Bowl Ad was one of the best ones too. Funny and memorable. What more can you ask for in 30 seconds? What did you think?
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