final paper 265.docx - Chelsea N Ballis MKT 265 Social...

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Chelsea N. Ballis MKT 265 Social Media & Marketing Communications Doritos
2 DORITOS Doritos were the first tortilla chip to be launched nationally in the United States in 1966. The brand has had great success over the years, using multiple different marketing strategies. The most recent marketing strategy that has had the most success is using consumer generated media to advertise their products, usually using humor to connect with their consumers. Doritos is also present on many different forms of social media, including Facebook, Instagram, and Twitter. The brand is available in 55 countries, and the logo can be recognized immediately as a bold-flavored, on the go snack. Doritos uses several successful marketing strategies that get their audience involved. They work under the belief that no one knows their audience better than their audience. The Doritos brand started using this user-generated strategy back in 2007, asking fans to submit their own videos, as a contest for a spot in the 2007 Super Bowl commercial. (yotpo). This brought fans in, having thousands of videos submitted for years afterward, and being one of the best Super Bowl commercials every year, this strategy has been the most successful. Doritos has also used contests for consumers to win game consoles and releases mystery flavors to engage their consumers and urge their customers to purchase more product. Doritos can be found on multiple social media platforms, such as Facebook, Twitter, and Instagram. The Facebook page Doritos uses has over 16 million people following it, Twitter has over 600,000 people following it, and their Instagram page has over 715,000 people engaging in content across all platforms. The overall idea the Doritos brand is to engage their consumers. Doritos uses digital media to evolve with the consumers, by asking their consumers what Doritos mean to them. This is how they are able to advertise their content so successfully. The company uses its fans to make their commercials, social media, etc. The company creates contest campaigns that convert their fans into brand advocates through social media. (Social Strategy).
3 DORITOS Using social media organically can help Doritos advertise their products for lower costs than commercials, especially during the Super Bowl, because if content generates consumers organically, they don’t have to pay for as many advertisements.

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