Recently, social media has turned out to be a very essential tool for public relations campaigns. During the super bowl session, which is a yearly championship game particularly for the National Football league, many companies air their advertisements. One of the companies that have made good use of social to engage with the audience during the Super Bowl season is Doritos. Doritos is an American company that makes and sells flavored tortilla chips (Witt, 2020).
During the Super Bowl season, Doritos uses crowdsourcing which helps them provide a mechanism for their consumers to become bigger advocates for the brand. Usually, in marketing, customers play an integral role in shaping the overall identity of a brand. In the course of the super bowl session, the company usually puts out a contest for their slapdash filmmakers and gives a chance to their social media fans to choose the winner (Witt, 2020). For instance, the videos that won this year; 2020 were that of a goat for sale advert ad a fashionable dad. In order to get the winners, the company developed an interactive Facebook application that gave users a chance to cast their votes for their most attractive advertisements. Moreover, the brand also offered incentives through social media to their customers for movies passes for the fans who took part in voting (Witt, 2020).
Therefore, during the Super Bowl session, the Doritos uses the moment to increase their customers. They engage with them through the different games and incentives they provide. The engagement that social media generates is different from the one generated by super bowl since in social media there is more time that the fans get to engage with the brand, unlike the super bowl ad (Witt, 2020). During the advertisement, social media helps in creating awareness while after the advertisement has aired, social media helps the target audience to engage with the brands turning them from spectators to users or rather customers (Jin, Muqaddam & Ryu 2019).
References
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning.
Witt. (2020). The importance of including social media as seen in “Crash the Super Bowl” Doritos campaign | Comm 473 Blog. Retrieved 6 September 2020.
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