By Published On: May 22, 2013

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.

Why Risky?
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.

Why Successful?
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.
http://adage.com/article/cmo-strategy/liodice-ten-big-marketing-risks-paid-brands/143873/

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”.

Why Risky?
You risk alienating your brand advocates by calling your past product faulty and you may dissuade future customers from trying your product.

Why Successful?
Sales soared nearly 15% after the new recipes debuted and the campaign started. Many people commended Dominos for their honesty and forthcoming communications.
http://newsblogs.chicagotribune.com/burns-on-business/2010/05/dominos-we-stink-strategy-pays-off.html

What outrageous, risky campaigns do you think paid off for the marketer?

 

-Jordan Bainer is a senior account executive at d.trio marketing group

About the Author: cat-tonic

cat-tonic
Born of curiosity and enthusiasm, we’re a scrappy group of smart, passionate marketers who work hard and play hard. We show up every day and fight for our clients who are making the world a better place. We listen with curiosity, explore deeply, ask hard questions, and sometimes put forth ideas that might make you squirm. Because we believe the status quo is good for growing mold but not much else. The way we see it, change is the way forward and the magic happens when curiosity, math, science, instinct, and talent intersect.
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