| Advertising and Public Relations 445
Chapter 15 | Advertising and Public Relations 445
expanding its “crowdsourcing” efforts with a Real Marketing 15.1 video ad contest that involves 13 of its brands,
including Ben & Jerry’s, Dove, Lipton, and Vase-
Consumer-Generated Advertising: line. However, the company is quick to clarify
the role of its user-generated content strategy.
When Done Well, It Can Be Really Good
This in no way is a replacement for our ad agencies. It’s not really what it’s designed to
Fueled by the user-generated content craze
and “Underdog” taking fourth. “House Rules”
be. The real reason for it is to offer more par- ticipation for our consumers, to get closer to
made popular by the likes of YouTube, Face-
consumers, and allow them to be more in- book, and other online content-sharing commu-
was also the most-liked spot on Hulu.com. And
volved with our brands. It will help them be- nities, the move toward consumer-generated
in surveys by Nielsen and Twitter, Doritos was
come advocates, help them have more of a advertising has spread like wildfire in recent
the “most buzzed-about” advertiser during
connection with the brands if they’ve been a years. Companies large and small—including the
and after the game.
part of helping to create it. It’s not one of our likes of PepsiCo, Unilever, P&G, CareerBuilder,
It seems as if everyone is getting into the
objectives to save money. I mean it’s a nice and other blue-chip marketers—have fast recog-
consumer-generated content act. According
benefit, if we can get great stuff. But it’s not nized the benefits (and the drawbacks) of invit-
to one global report that ranks the world’s top
really the objective. We believe that marketing ing customers to co-create brand messages.
creative work, nine of last year’s top 10 cam-
will be much more participatory in the next Perhaps no brand has been more suc-
paigns involved some kind of consumer input.
few years and we want to be at the leading cessful with user-generated advertising than
“This is a big seismic shift in our business,”
says the former ad agency executive who as-
edge of that.
PepsiCo’s Doritos brand. For four years run-
sembled the report. “We’ve had 100 years of
Although most consumer-generated con- test has invited consumers to create their own
ning, the Doritos “Crash the Super Bowl” con-
business-to-consumer advertising, but now
tent efforts are limited to ad and video mes- 30-second video ads featuring the market-
the Web has enabled us to get people actively
sages, Pepsi-Co’s Mountain Dew crowdsourcing leading tortilla chip. A jury of ad pros and Doritos
involved in talking to each other. If the idea is
campaign—called Dewmocracy—involves con- brand managers whittle down the thousands
interesting enough, consumers will do the
sumers in decisions across the entire range of of entries submitted and post the finalists on-
work for you.” Even more, they’ll work for lit-
marketing for the brand. Now in its second year, line. Consumers vote for the winners, who re-
tle or no pay.
Dewmocracy seeks inputs from ardent brand ceive cash prizes and have their ads run during
That kind of talk makes some ad agencies
fans on everything from product development the Super Bowl.
nervous. But the idea isn’t that companies
to ad messages and ad agency selection. For last year’s Super Bowl, Doritos threw
should fire their ad agencies and have con-
At the start of the most recent Dewmoc- prize money around like a rich uncle home for
sumers create their ads instead. In fact, most
racy campaign, Mountain Dew asked loyal the holidays. Six finalists each claimed $25,000,
consumer-generated ad campaigns are coordi-
fans to submit ideas for three new flavors. It and PepsiCo aired the top four ads during the game. To put more icing on the cake, Doritos promised to pay a whopping $1 million to any entrant whose ad placed first in the USA Today Ad Meter ratings. Second place was good for $600,000, and third place would take home $400,000. If the winners swept the top three Ad Meter spots, each would receive an addi- tional $1 million. Not surprisingly, the contest attracted more than 4,000 entries.
nated by ad agencies. For example, Unilever is
Although they didn’t sweep the top three Ad Meter spots, one ad (called “Underdog”) took the number two spot, winning 24-year- old Joshua Svoboda of Raleigh, North Carolina, $600,000—not a bad return for an ad that cost only $200 to produce. Even more notably, the lowest-rated of the four consumer-made Dori- tos ads came in 17th out of 65 Super Bowl ads. Moreover, the ads finished strongly in virtually every consumer survey. They dominated the
Consumer-generated messages: Last year, the winning ads in the Doritos “Crash the Super
“most-watched” ratings in TiVo households,
Bowl” challenge finished strongly in virtually every consumer survey. The top ad finished
with an ad entitled “House Rules” taking first
second on the USA Today Super Bowl Ad Meter.
Continued on next page
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
Show more