Realistically, I think the case could give more in depth background on the Doritos Company and how it led to the point where they need fan submissions for a commercial. However I do believe that is adequate and just by reading it I gained the general understanding of what was the background of this case. The major reason for conducting this program was to try and beat out Budweiser rating for the best super bowl commercial, while also trying to get more fan participation in the company. It seems that this commercial program was more reactive because it stems from Budweiser having the best commercial at the super bowl every year, and because of this Doritos wanted to fire back with a way to beat them out. I think they targeted the right audiences;
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The only research shown was the research done on past Super Bowls, which essentially stated that Budweiser was the best at commercials. The central events in this case were the strategies used. There were three strategies that led to the way Dorito’s targets their consumers in hopes of getting their return. I wouldn’t call these actions newsworthy because it doesn’t seem that important, however it would be something that Doritos would want in the news to help further promote their program. Theses events would be considered pseudo-events because they are to promote their brand. The first strategy is to invite the people to make a Super Bowl commercial. The second one is to implement a two prong media outreach and then to prepare messaging and media opportunities for all potential result scenarios. This program had majority of controlled media appearances in their press release and their brand promotions through their internet site, and it seemed like they could of used more media release to get the word out more, but they didn’t have any I didn’t approve of. It seemed as though the Doritos used their name to take advantage of mass media instead of a grass roots approach. The types of media they used was that they were salient about their approach and had specific targets in mind for their audience. They also had source credibility because of who they are and the brand they have created. Audience participation obviously played a huge role in their program too because that was the whole premise of the program. I thought for the principles that were used they were very
The only research shown was the research done on past Super Bowls, which essentially stated that Budweiser was the best at commercials. The central events in this case were the strategies used. There were three strategies that led to the way Dorito’s targets their consumers in hopes of getting their return. I wouldn’t call these actions newsworthy because it doesn’t seem that important, however it would be something that Doritos would want in the news to help further promote their program. Theses events would be considered pseudo-events because they are to promote their brand. The first strategy is to invite the people to make a Super Bowl commercial. The second one is to implement a two prong media outreach and then to prepare messaging and media opportunities for all potential result scenarios. This program had majority of controlled media appearances in their press release and their brand promotions through their internet site, and it seemed like they could of used more media release to get the word out more, but they didn’t have any I didn’t approve of. It seemed as though the Doritos used their name to take advantage of mass media instead of a grass roots approach. The types of media they used was that they were salient about their approach and had specific targets in mind for their audience. They also had source credibility because of who they are and the brand they have created. Audience participation obviously played a huge role in their program too because that was the whole premise of the program. I thought for the principles that were used they were very