PepsiCo held a "Crash the Super Bowl" contest inviting customers to create ads for their Doritos brand. Winning entries received cash prizes up to $1 million. The contest used "shared media" and "testimonial evidence" messaging by showcasing ordinary customers endorsing Doritos. This reminder advertising helped maintain brand awareness for Doritos in the mature market while strengthening customer relationships.

1. CONSUMER GENERATED
ADVERTISING
Venkatesh Segu
DORITOS Case Study

2. CUSTOMER GENERATED ADVERTISEMENT
■ CGA is also known as User Generated Content refers to brand content created by
users
■ Anyone with a smart phone or video camera can easily create a content like a
picture, video or blog post-about a brand or product.
■ Positive or negative, user generated content builds brand awareness with other
people that see that video or blog post or website or social media.

3. Advertising Objective
■ A specific communication task to be accomplished with a specific target of
audience during a specific period of time.
1. Informative advertising: used heavily when introducing a new-product
category.
2. Persuasive advertising: It becomes more important when competition
increases.
3. Reminder advertising: Is important for mature products, it helps customers
relationship and keep consumers thinking about the product.

4. Regarding Case Study
■ The case deals with an consumer generated advertisement regarding the
PepsiCo’s Doritos Brand.
■ PepsiCo came with an contest called “Crash the Super Bowl” contest which
invites customers to create their own ads featuring the market leading tortilla
chip.
■ Since the competition has increased in the market, to stay in the market the
company has came up with this contest.
■ Which reminds the customer that there product still exists in the market.
“The Advertising Objective what the PepsiCo used for there Dorito brand was
Reminder Advertising”

5. Advertising Budget
■ A brand’s advertising budget often depends on it’s stage in the product life cycle.
■ For example new products typically need relatively large advertising budgets to
build awareness and to gain consumer attraction.
■ For a growing product, large advertising budget should be spent due to
competitors in the market.
■ For a product, which is in maturity stage also need to spend more money when
compared to introduction stage, to stay in the market and be remained to the
customer.

6. Regarding Case Study
■ Here PepsiCo spends $25,000 for five finalists and all-expense paid trip for the
first two super bowl winners.
■ To gain more attention from audience they added icing on the cake, they
promised to pay a whopping $1 million to any entrant whose ad placed first in
USA Today AdMeter ratings.
■ Second place would take $600,000 & third would take $400,000.
■ Top winner would also land as consultant for an additional Doritos commercial

7. Regarding Case Study
■ For the First time ever, Dorito’s awarded not one but two grand prizes.
■ First was: “Man’s Best Friend”
■ Which achieved to score in USA Today Admeter.
■ First place showing, former Los Angeles special education teacher Kevin Willson
$1 million to pursue his dream of becoming a real film maker.
“Such things can develop good customer relationship towards a company and
increase loyalty of the customer towards the organization”

8. Regarding Case Study
■ In addition USA Today teamed with Facebook allowing viewers to cast their
votes in two-day social media version of its Admeter rating.
■ The favorite in online voting was another consumer generated Doritos ad
“Sling Baby”.

9. Media Decision
■ The media types are:
1. Paid media
2. Owned media
3. Earned media
4. Shared media
■ From those types PepsiCo selected “shared media” to promote their brand with
the help of “Crash the bowl” contest.

10. Message Execution
■ Slice of life: Shows one or more typical people using the product in a normal setting.
■ Life style: Shows how a product fits in with a particular lifestyle.
■ Fantasy: Creates a fantasy around the product or its use.
■ Mood or image: Builds a mood or image around the product or service, such as beauty,
love, intrigue, or security.
■ Musical: This style shows people or cartoon singing about the product.
■ Personality symbol: Creates a character that represents the product.
■ Technical expertise: Shows the company’s expertise in making the product.
■ Scientific evidence: Presents survey, scientific evidence that the brand is better or better
liked than one or more other brands.
■ Testimonial evidence or endorsement: Features a highly believed or likeable source
endorsing the product. It could be ordinary people saying how much they like a given
product.

11. Regarding Case Study
In the case, PepsiCo used “Testimonial evidence or endorsement” message
execution, where the ordinary people came forth to endorse the Doritos brand. In
general customer endorse product only when they love the product.
Based on general public mentality/attitude if customer come forth to endorse the
product every one think it’s a good product and even though it is maturity stage
customers still love the product.

12. Regarding Case Study
■ Similar thing happened in Harley-Davidson customer generated ad campaign to
promote HD1 program.
■ Where they asked customers to go online to design and fully customized,
factory- made Harley, which results Harley-Davidson ad entitled as “No cages”
with tagline “Build your bike, Build your freedom”.
■ Through the success Harley and beyond HD1 campaign, where marketers
couldn’t be more pleased with the involving customers.
■ But Harley’s chief marketing officer has anointed “sourcing ideas from
customers” as Harley’s “new creativity model”.

13. CONCLUSION
■ Taking advantage of today’s interactive technologies many companies are
now tapping consumers for message ideas or actual ads. They are
sponsoring ad-creation contests and other promotions.
■ If done well, however, user generated content can incorporate the voice of
the customer into brand messages and generate greater customer brand
involvement.