An Unlikely Case Study

Watch the video then see why it’s important…

You wouldn’t know it, but this amazing song highlights how prevalent social media has become in our life.

The video was created by Kina Grannis as part of a social media campaign by Doritos called “Crash the Superbowl”. The campaign was centered around a contest where users could submit videos to potentially be featured in a Super Bowl ad for Doritos.

The Dorito’s campaign is the first part of this social media chain. By leveraging social content (inviting users to submit their own videos) they not only are able to outsource the creation of a Super Bowl ad, but they also make people feel a part of the brand.

The second part of this campaign included having “America” vote for the best video. Now, not only had Dorito outsourced the creation of the ad but also have started creating a buzz for their ad. As users submit videos they’ll ask their friends, family, and colleagues to vote for their videos. The more people that know about the contest, the more people see Dorito’s and the more people see the ad.

So already the Dorito’s campaign has shown two signs of social media. Now enter Kina Grannis.

Kina submitted a video to the Dorito’s campaign, but she also posted on YouTube. She had already built a following there, and the web savvy musician began to leverage the community to build her votes.

For those keeping track, this single campaign has already spanned three different social media websites and types.

The fourth social media aspect of this campaign is the traffic behemoth, digg. When Kina made the video about digg she had a pretty good idea that it would get a lot of attention. She was right. Not only did it bring her up to the front-page but it definitely gave her a huge spike in traffic.

With digg comes blog attention. The fifth and final part of this social media web, Kina started getting mentions on blogs for her digg song. Once that wore off they began voting for her, and when she finally won the Dorito’s campaign they wrote about “the digg girl wining the Dorito’s contest” or “how the digg girl got a record contract“.

So for businesses considering a social media campaign, use the Dorito’s strategy as a reason why you should jump in. Their plan spanned social content and social voting, but instead it pulled in YouTube, digg, and bloggers.

As the web grows more interconnected, social media strategies begin to branch out to other sites. You might only expect one thing, but people on the web can truly surprise you. All it takes is a good strategy and smart people.

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