Only The Good Stuff

Take a look at this video



I wouldn’t say this is a perfect social media campaign, but it’s definitely a step in the right direction. No banner ads and no spam.

Instead they’ve developed something for free and provided value to a community.

The biggest problem is the microsite. It’s not up yet… fools.

No Comments
  • Ben Shepherd
    Posted at October 8, 2008 11:23am, 08 October Reply

    Thanks for pointing this out Zac.

    I’m a bit hrm about it – clever but not convinced.

    1. not sure really what this would do to doritos sales … which ultimately the bean counters would be looking at within this FMCG category from my experience. sure, it makes for a good sizzle reel but sizzle reels don’t answer business objectives.

    2. like it or not ads are a necessary evil of getting free contents in current times. i don’t really see what doritos are doing here aside blocking ads that other advertisers are paying for and potentially harming publishers – the publishers which draw the eyeballs to the web. I think they could have dug a little deeper and created something more useful than an ad blocker. And what would happen if it blocked fellow parent company Pepsi-Co’s other brands online advertising …

    I agree – there has to be better executions in a digital sense than banner … but i’m not sure this is any better than a straight banner either.

  • Zac Martin
    Posted at October 9, 2008 2:48pm, 09 October Reply

    Some great points Ben. I think you’ve actually made me realise the execution isn’t quite as good as I thought, and certainly lacking brand integration.

    However, I think the concept behind it and the fact they’re looking to provide value is a good one rather than interruption is a good one.

  • Rick Clarke
    Posted at October 10, 2008 11:11am, 10 October Reply

    Good idea, although not sure how successful it will be when there’s already so many non-commercial adblockers around already – my guess is not very.

  • Ben Shepherd
    Posted at October 14, 2008 7:59pm, 14 October Reply

    absolutely agree their sentiment of trying to provide value not interruption is definitely positive … just need to massage it a little to evolve the thinking.

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