Doritos’ new campaign promoting its “Late Night” taco chips is an outstanding blend of new marketing methods. It introduces an innovative use of packaging, ties it in with Doritos’ website and internet marketing, and, to top it off, aids in the launch of Blink 182’s summer tour.
The packaging encourages consumers to use the bag as a means of entry to the Doritos Late Night website. Once on the site, chip eaters will be able to view a virtual 3D concert, playing songs by Blink 182 and Big Boi.
On top of the unprecedented creativity and the music/technology combo, the Late Night chips are a great product. The “concert bags” are only going to run for a limited time, but should see outstanding results.
I believe the key factor in the success of Doritos’ campaign will be the use of music in the branding and advertising effort. It can be assumed, through the dark packaging and use of Blink 182, that Doritos is trying to reach teenage/young adult males. This demographic has been successfully reached in the past using similar efforts. For example, Mountain Dew achieved its “extreme” and “cool” positioning through ads using rock music and related technology to reach young males.
I can’t tell if the bag, the return of my favorite band, or some combination of the two is what’s exciting me right now, but I do know I am going to buy a bag and try this 3D concert thing out.
Can you remember any examples of innovative marketing efforts? Do you think music is a good way to help brand a product?
I remember the first time I came across a grocery store self-checkout; it was at a New Jersey A&P in 2002. The fact that my lack of scanning expertise probably doubled my checkout time was irrelevant. Even technology for technology’s sake can be cool, and I was enthralled.
Six years down the road, my self-checkout enthusiasm has dwindled a bit. Lucky for all of us, there’s a new grocery store gadget to play with. Earlier this month, Boston’s Modiv Media completed its rollout of a new integrative hand-held scanning system at nearly 150 Stop & Shops and Giants along the east coast.
Much unlike those pesky self-checkouts, the scanner actually saves time. Swipe your store membership card, bring the scanner with you, scan and bag each item as you go, pay at the door, go home. I imagine it will do great things for their business. I was an avid Safeway shopper until I ran into this system at Giant. No more.
And as a direct marketing tool? Fantastic. The screen affixed to the scanner cycles through images of discounted items around the store and beeps persistently with a new coupon or purchase suggestion whenever you pass a product of interest. My scanner was pretty adamantly reminding me about the discounted cranberry juice, a product I purchase fairly often. Coincidence? Probably not.
Have you tried the system yet? What do you think?
I sat in on my first initial marketing meeting today as an intern. The meeting was a chance for me to gain some insight into the marketing process. The client came in to describe what he wants to do to market his upcoming event. The event that will bring together D.C.’s digital economy. So, the first question that was asked in the meeting was: who is D.C.’s digital economy?
The conference will be an opportunity for technology professionals in the D.C. community to connect. We spent the meeting narrowing down specific audiences and brainstorming the best ways to reach them. Each target requires slightly altered messages and mediums, whether it’s print, radio, or otherwise.
In today’s crowded marketplace, it is vital to find your niche and target your advertising directly to them. Although today’s technology makes it easy to potentially reach every single person, it is not cost effective. While some people may be excited to hear about using technology in education, others won’t care. They may want to hear about technology in marketing and advertising (like me).
Now I’m looking forward to helping with the next step: creating a formal proposal for the client. I’m sure I’ll learn many more marketing lessons along the way, but in the meantime, any suggestions for a beginner?
