If you survived the advergame Hotel 626 Doritos released in 2008, you may want to test their mental sanity, with his new work Asylum 626. Hotel 626 Doritos and I published "> a post earlier this year, which illustrates the momentum generated by the hotel during the 626 months. Interactivity (webcam, microphone) is reinforced by the integration of Facebook and tweeter features.
KEY DIMENSIONS
Sources: Google.com, November 2009
– # Of results search: Web: 37 100, Images: 2 970 Video: 20
– # Of links pointing to site: 8 750 (raw data)
– Period: September to November 2009
626 Asylum vs Hotel 626 – Search results of the comparison
First 10 weeks after launch (2009 vs. 2008)
Main Events
626 Asylum has enjoyed a higher profile after 10 weeks of Hotel 626. This result could be explained by the enormous success of Doritos advergame "until now. A link that leads to 626 asylum is on the homepage of the page branded Web and in the mini-site Hotel 626.
The brand has used the product packaging elegant and popular media:
– The new game was announced on packages of 2 products
– A trailer posted to YouTube (15 September) actually triggered the word mouth.
– A clever use of Twitter. 7 817 tweets of asylum from 1 138 to the Hotel 626 (source: Topsy).
– Support in Facebook seems to be more limited, such as accounts asylum for 132 vs. 3 186 fans at the Hotel 626 (… after 1 year). Official Website of Doritos did a great event in their new advergame.
It may have been supported by a targeted public relations campaign to forums and blogs as this category represents a higher portion of the search results compared to the Hotel 626. The comments are in general very positive.
I saw some tips of the Doritos marketing strategy:
– Making connections through marketing channels online and offline
– Maintain an excellent quality of implementation of
– Capitalizing on success, but to bring something new
– Usage Smart social media audience in tune with the brand
We would like to see in the coming weeks, the development word of mouth. After launch, it will be interesting to watch the content generated by consumers. However, the main question remains whether Doritos sold more crackers with this campaign.
About the Author:
I am responsible for the marketing blog www.customercentric.org which is the basis for consultancy activities.
My core competencies: e-business, management of nmarketing channels and brand building.
I have held different positions in the area of strategic & operational marketing, sales and general management.
Article Source: ArticlesBase.com – Doritos and Buzz Marketing – Asylum 626 vs Hotel 626…Which one does generate more buzz?
Hotel 626 – online horror game