Cheetos scares Caviar users in trick-or-treat video series
PepsiCo's Frito-Lay division is scaring up awareness for its
Cheetos brand through a partnership with mobile delivery application Caviar and
a social media video series that promotes its Halloween products by surprising
unsuspecting delivery customers.
Cheetos is rolling out a series of video clips featuring
real Caviar customers who have placed an order through the app and are then
surprised when they receive something they did not expect, along with a free
pack of its Halloween treats. The frightening campaign filled with tricks and
treats will continue for the month of October in an attempt to entertain social
media users with comedic real-life reactions.
"Brands producing constant, real time content for
social media can make the content just coupons or product quick hits and most
often that is what is created and sent week after week," said Marci
Troutman, CEO of SiteMinis. "With social media having that elusive viral
component that brands are looking for, agencies and brands will provide
entertaining content in hopes of the viral aspect hitting on one of their
creations.
"Entertaining content is important to try and try
again, as it is not a straight line to what will work and what will not, but it
is amazing when the jackpot is hit and one of the content pieces starts a
domino effect around the internet," she said. "I believe it is
important to keep reaching for that goal of viral as it not only is amazing
exposure for the brand, but can produce incredible bottom line sales jumps."
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