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Crunch time for Doritos
It will be really interesting to see how Doritos latest crowd sourcing campaign to create their next ad plays out.
They’ve really gone to town creating a decent digital experience for their King of Ads introduction hosted by T4’s Miquita Oliver no less.
Promising a purse of £200k for the winning ad submission which will be judged by a celeb panel and aired on national telly.
Not only are they pushing the consumer entries, but they’ve also placed a DPS in Campaign Magazine to engage with the pros! Though it has to be said the Campaign ad falls well short of the rest of the campaign.
It is without doubt one of the better constructed crowd sourcing campaigns and provides an interesting question not only as to how effective sourcing your commercials is, but also how effective the engagement process of crowd sourcing can be. Ultimately it begs the question of when is it right to use brand communications spend to engage in this way. Would the money have been better spent with a creative shop in the first place.
Ultimately does asking your consumer to create your ad gain you the respect of your consumers, or look like a cheap stunt with lack of imagination?
I guess, only the end results will answer that one!