Sometimes, marketing campaigns break the rules and go against conventional knowledge in order to make a point or build awareness. Since this month’s theme is all about “outrageous ideas”, what better way to celebrate that theme by talking about risky marketing tactics that paid off?
Doritos Crowdsources It’s Advertising
Back in 2007, social media was become more and more pervasive in peoples’ lives. Doritos decided to hand over control of their Super Bowl TV ad creative to consumers who submitted 30-second spots. Doritos asked the world to rate those submitted ideas and then aired the winning entry.
Super Bowl ad space runs between $3 and $4 million for a 30 second spot. Turning over creative control to consumers could have been a very costly social experiment.
Doritos has developed a niche for itself in future Super Bowl ads and has since continued to tap into their consumers for funny, engaging TV spots.
Dominos Says “We Stink”
In 2010, Dominos came out with a campaign telling the world that the old Dominos was dead and gone and there was a new Dominos in town. Instead of focusing only on the good, they admitted their past faults in specific ways, calling their old pizza crust “cardboard” and pizza sauce “ketchup”.
You risk alienating your brand advocates by calling your past product faulty and you may dissuade future customers from trying your product.
Sales soared nearly 15% after the new recipes debuted and the campaign started. Many people commended Dominos for their honesty and forthcoming communications.
What outrageous, risky campaigns do you think paid off for the marketer?
-Jordan Bainer is a senior account executive at d.trio marketing group