Tag Archives: contests

Crash the Super Bowl 2014!

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The Super Bowl represents the largest advertising spending of the year for many companies. And for smart companies, the Super Bowl is an important component in a broader integrated marketing campaign. No company handles this integration better than Doritos, now with its eighth annual “Crash the Super Bowl” advertising contest. This year, the PepsiCo brand is taking an even bigger approach and is opening the contest outside of the U.S. and in all 46 countries where Doritos are sold. The company hopes that the global approach will increase the quality of submission, and of course the quantity of product sold.

The main elements of the program are similar to previous years: two user-submitted spots will air during the Super Bowl; one selected by fans and the second ad selected by the Doritos marketing team. The creators of the winning ads win cash prizes in addition to the chance to work on the movie set of “Marvels The Avengers: Age of Ultron.”

Doritos will again use a Facebook app as the hub of the contest, but will also expand across multiple social media sites, including YouTube and Twitter. The contest opens October 8 – get your team ready to submit!

Group Activities and Discussion Questions:

  1. View the contest launch video: https://doritoscrashthesuperbowl.thismoment.com/
  2. View last year’s ads: https://apps.facebook.com/crashthesuperbowl/
  3. Discuss in the class the importance of public relations and contests as part of a marketing campaign.
  4. How is Doritos executing this in the contest? What works? What should be changed?
  5. Divide students into teams. Have each team develop a creative approach for the contest.
  6. Give each team a week to develop a storyboard that meets the Doritos guidelines.
  7. And, if any student team actually submits an ad, consider giving the team a grade of “A!”

Source:  Ad Age Daily, Brandchannel.com, 9/12/13

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Toilet Paper Wedding Dress Contest

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One of the best things about marketing is that there are many different tactics that can be used to promote a product: TV, radio, billboards, direct mail, social media, and more. An often-overlooked tactic of public relations can be among the most cost-effective, and generate lots of free publicity. Case in point is Cheap Chic Weddings and its ninth annual toilet paper wedding dress contest.

Cheap Chic Weddings was created in 2003 to help couples achieve the wedding of their dreams without spending tens of thousands of dollars. The company’s mission of “having a cheap wedding that looks like a million bucks” is front-and-center in the contest. Paired with corporate sponsor Charmin, the contest requires entrants to only use Charmin toilet paper, tape, glue, needle and thread to create a wearable dress that can be taken on and off. Contestants submit photos of dresses and a panel of judges narrows the list to the top 10. Voting is then opened to the public and the top three dresses will be showcased at a live event in New York City in June.

Crazy, creative, effective, cheap – the contest has all the elements for a great public relations campaign that will resonate with brides everywhere.

Group Activities and Discussion Questions:

1. Start with discussion about use of public relations as an effective marketing tool.
2. Next, discuss contests as public relations and marketing tools. Then show the Charmin toilet paper wedding dress contest:
www.cheap-chic-weddings.com/wedding-contest-2013.html3. Discuss the target market and key message for the contest. How does this relate to the company’s mission?
4. Discuss how effective (or not) using contests can be in marketing.
5. Divide students into team. Have each team develop a contest for a product of their choice.

Source: www.cheap-chic-weddings.com/wedding-contest-2013.html

 

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