The Doritos Campaign Is Backfiring
August 22, 2007
A few weeks ago, we wrote an appreciative post regarding the new Doritos campaign where they solicited ideas for video games. The recently picked five finalists are to have their games made. Sadly, there’s a bit of a backlash brewing due to poor execution. The winners were just announced and the gaming community with gaming website Kotaku spearheading the revolt. It seems that many of the finalists are rip-offs of actual existing games and their imagery. See all the finalists here.
Naturally, entrants and game designers are not only puzzled at the selection of finalists, but pissed that Doritos was ignorant of their culture enough to pick them. Add to this that Doritos called for “skies the limit” thinking only to a hire a flash based developer. For those who aren’t gamers, that means these are going to be very simple functioning games, which negates many entrants superior efforts. Plus, whomever posted the synopses must of just cut and pasted directly from the entries. You can’t help but notice the lack of clarity in the descriptions. Awful. Many are calling for a public apology on Doritos’ website forum.
Christ. If you’re going to launch a gaming campaign you have to do it right. Brands and agencies need to start getting okay with saying the words – “I don’t know.” Suck it up and hire a consultant if you have to or you could end up like poor Applebee’s, Suzuki and Court TV. Doritos has wasted what could of been an amazing in-road into a natural community for their flavored chips.
August 22, 2007 at 6:55 pm
Scoreboard.
August 24, 2007 at 12:28 am
[...] The Doritos Campaign Is Backfiring [image] A few weeks ago, we wrote an appreciative post regarding the new Doritos campaign where they solicited ideas […] [...]
August 24, 2007 at 1:54 am
“Doritos has wasted what could of been an amazing in-road into a natural community for their flavored chips.”
HA HA! Seriously, do you think gamers didn’t really know Doritos existed before? Does Doritos really need an “in-road” there? Gamers as an untapped community for flavored tortilla chips is the funniest thing I’ve hear all week. What the hell ELSE do twitchy shut-ins who play games for whole days at a time eat??
August 24, 2007 at 2:03 am
Ah Brooke,
Perhaps we weren’t clear. Yes, gamers eat Doritos as do school children, advertising execs and grandmothers. However, this campaign could of made Doritos the brand of choice, the snack of gamers and created a legion of loyal brand followers. That’s different than just picking up a bag at the local 7-11 because it’s right in front of them. By inroads, we should of said allegiance or brand advocates.
Keep commenting. Thanks!
AS
August 24, 2007 at 2:34 am
I’m a brand advocate for Doritos, and you know why? They taste the best! Sometimes in all the sound and fury, people forget the fundamentals. Doritos are more-ish. You want that flavor and that crunch.
BTW not to be funny, but it’s “could have”/”should have” not “could of”/”should of”
August 24, 2007 at 2:41 am
Thanks so much. Everyone take note of Brooke’s wise words! Grammar. Sigh.
AS
August 24, 2007 at 5:36 am
[...] The Doritos Campaign Is Backfiring [image] A few weeks ago, we wrote an appreciative post regarding the new Doritos campaign where they solicited ideas […] [...]
August 29, 2007 at 12:56 pm
[...] Agency Spy, I see that the entries are actually now closed for the Doritos’ XBox Game Design [...]