Comments on: Win With Doritos Taco – a relative flop http://nicharalambous.com/2008/07/07/win-with-doritos-taco-a-relative-flop/ Thoughts on things Sun, 29 Jan 2012 16:17:04 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Melissa http://nicharalambous.com/2008/07/07/win-with-doritos-taco-a-relative-flop/comment-page-1/#comment-9082 Melissa Tue, 08 Jul 2008 11:05:24 +0000 http://nicharalambous.com/?p=1319#comment-9082 Hey Nic, I think you're right...I did a double take when I heard them just flogging the FB site on the radio - made no sense to me as I don't see any link between product, above the line, social, below the line etc. That being said they seem to have built up a decent mass of fans pretty quickly....however it's a competition page so those fans will drift on after the competition is finished. However your point on content creation is key - if you get your customers to engage with your brand on a community level where they generate the content then you're onto a winner....they had a lot more opportunities to make this great but it seems as if they threw everything into facebook and had the 'if we build it they will come' mentality as you said. My biggest issue is the complete lack of product interaction - I don't even need to experience the product to stand a chance of winning...where's the sales value in that? I think we're seeing a lot of brands throwing themselves into social media with not enough strat planned and no real sales / marketing motives. Hey Nic, I think you’re right…I did a double take when I heard them just flogging the FB site on the radio – made no sense to me as I don’t see any link between product, above the line, social, below the line etc. That being said they seem to have built up a decent mass of fans pretty quickly….however it’s a competition page so those fans will drift on after the competition is finished.

However your point on content creation is key – if you get your customers to engage with your brand on a community level where they generate the content then you’re onto a winner….they had a lot more opportunities to make this great but it seems as if they threw everything into facebook and had the ‘if we build it they will come’ mentality as you said.

My biggest issue is the complete lack of product interaction – I don’t even need to experience the product to stand a chance of winning…where’s the sales value in that? I think we’re seeing a lot of brands throwing themselves into social media with not enough strat planned and no real sales / marketing motives.

]]> By: Nic http://nicharalambous.com/2008/07/07/win-with-doritos-taco-a-relative-flop/comment-page-1/#comment-9074 Nic Tue, 08 Jul 2008 06:57:45 +0000 http://nicharalambous.com/?p=1319#comment-9074 Hahahaha, ye good point, maybe I should join too?!?! I think that they basically acted like an old media company, saw the "chance" to get on the bandwagon and fell off half way through clutching the straw they were hanging on to. No concept of the actualities of what is going on. I could give them a thousand different things they could do. OK, maybe not a thousand, but a few... Hahahaha, ye good point, maybe I should join too?!?!

I think that they basically acted like an old media company, saw the “chance” to get on the bandwagon and fell off half way through clutching the straw they were hanging on to.

No concept of the actualities of what is going on. I could give them a thousand different things they could do. OK, maybe not a thousand, but a few…

]]> By: Shane http://nicharalambous.com/2008/07/07/win-with-doritos-taco-a-relative-flop/comment-page-1/#comment-9072 Shane Tue, 08 Jul 2008 06:55:33 +0000 http://nicharalambous.com/?p=1319#comment-9072 I agree with you 100% but I think that Doritos was eager to jump on the social media bandwagon and give it a try. Maybe they thought that "if they build it they will come" which was obviously a false perception. The Doritos campaign lacks consumer experience and the only driving factor of the fb page is the chance to win a car...then again with only a limited number of people entering maybe the odds are in my favour? I agree with you 100% but I think that Doritos was eager to jump on the social media bandwagon and give it a try. Maybe they thought that “if they build it they will come” which was obviously a false perception.

The Doritos campaign lacks consumer experience and the only driving factor of the fb page is the chance to win a car…then again with only a limited number of people entering maybe the odds are in my favour?

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