UGC – Lessons to be learned

14 05 2009

DoritosEndeavouring in a competition that requires entrants to provide their own content, can be little risky. But if done well, can encourage incredible interaction and sentiment with the brand.

Doritos recent competition – ‘You make, we play it’, had unfortunately been surrounded by controversy from the beginning.

The competition, which had originally been run in the US and in the UK before reaching our shores – launched earlier this year, with a fantastic prize of $2000 and the promise of the winning ad to be used by the brand.

And so the first controversy began…

In order for the competition to have a populated feel – they had invited several entries to enter long before the competition had been opened up to the public. Doritos referred to it as “seeding” in their terms and conditions as Mumbrella’s article pointed out, but many cried foul.

But that all became water under the bridge…

Months later with the close of the competition on May 3rd, complaints from entrants have begun to emerge.

‘Angry applicants attack Doritos ad competition’ B&T reported, with angry applicants claiming that they had been unable to submit their entry due to a technical glitch.

Because there was a substantial prize, as well as recognition and experience – directors inexperienced and experienced alike had utitlised a huge amount of their time, money, resources – all to produce a entry for the competition.

Many entrants are understandably angry that their entry will not now be considered for the competition.

Is there anyway Doritos could have prevented this issue from eventuating?

Was there anyway they could have rectified the situation with the entrants who experienced difficulties?

Will Doritos response so far (or lack there of) damage the brand’s reputation in this arena?



2 responses

15 05 2009
UGC Campaigns – Profits, Prizes and Pitfalls « re: turn on

[…] Community Girl questioned whether Doritos could have handled the situation better. I’m a firm believer in prevention over the cure. Like JetStar’s 5c sale-fail, you cannot cultivate demand and then fail to meet it. Doritos is bearing the brunt of their digital producers’ mistake. But the uproar does subtly indicate that the competition was wildly popular and increases Doritos’ exposure. A crash, familiar in many aspects of the online experience, doesn’t impugn the Doritos product. […]

15 05 2009
re: turn on

Following my above trackback, I wonder whether compromising the brand necessarily compromises the product, the sale of which is ultimately the whole point.

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