The Perils of a Live Social Feed: Doritos Crash The Superbowl
Doritos have one of the most sought after slots in American national advertising: the Superbowl half time slot.
For this highly lucrative spot, with viewership in excess of 111 million, Doritos launched a campaign that allows filmmakers to create the ad being aired, in a competition that will see the winner get their hands not only on a guaranteed $1million prize, but also on a dream job working with Universal Studios.
Check out their gripping campaign video here:
With the Superbowl only 19 days away, the ten finalists have been chosen and Doritos fans have been invited to vote for their favourite ad on the campaign site.
While the multi-faceted, integrated campaign is really impressive and has obviously been meticulously planned, there was one thing the tortilla giants did not count on.
The ‘People over Profit’ economic and social responsibility campaigners Sum Of Us created their own entry to the competition:
Sum of Us have gained a respectable online community with over 5 million members worldwide. And these members are not shy about sharing their views.
Many larger brands like Doritos have issues with campaigners for various reasons and palm oil is emerging as a hot environmental topic.
That being said, campaigners’ voices are still normally drowned out by the genuine fans of such a big brand.
This is not the case here though, as the campaigners set their following on an aggressive anti-campaign on Twitter and someone at Doritos did not have the foresight to set up monitoring on the aggregated Twitter feed on their campaign site:
One of the most poignant elements of the anti-campaign is the humorous hashtag #NachoRainForest!
There is a lesson to be learned here for Doritos, and for any large brand with the potential to come under fire for their policies: if you’re going to host a social feed on your site, ensure it’s one you have power over. Live social feeds are seldom a good idea, no matter what brand you work on!