The Emotional Factor and Social Media Marketing: A Potent Mix
"If language is used incorrectly, what is said is not meant, everything goes to pot, and the people stand around in helpless confusion." – Confucius
Did you watch the college football BCS title game Monday night between Auburn and Oregon? Auburn won in a great game, but if you're a student of advertising, you might have also noticed the Tostitos commercial.
Tostitos, part of the Frito-Lay unit of Pepsi, chose a prime-time spot to launch a new campaign called "Tostitos Reunite America". The campaign will be promoted through social media and public relations, rather than traditional media like TV or print ads (saving Frito-Lay a ton of money, and possibly just as, or more effective).
A growing list of mainstream food brands like Campbell's Soup, Coca-Cola, Kraft and PepsiCo are now turning to Facebook, YouTube and Twitter to sell their products.
The goal of the Tostitos campaign is to "bring people together through the power of technology", says Justin Lambeth, VP of marketing for Frito-Lay.
What? A tortilla chip bringing people together?
As Nancy Reyes, group account director at Goodby, Silverstein & Partners (Frito-Lay's agency) explained, "The emotional benefits drive people to be closer to the brand than the functional benefits. It's nice to focus on the emotional part of the brand and live out its purpose."
Sounds like a basic copywriting principle: "people buy things for emotional, not rational, reasons." (Yes, even chips!)
Check it out yourself: facebook.com/tostitos. You could win a once-in-a-lifetime reunion with one of your own Facebook friends (and as a copywriter, you probably have the upper hand with crafting a good submission).
You may never land a huge client like Tostitos (then again, maybe you will). But the same principles apply no matter what the company size – or the market. And the trend of more and more companies using social media is a great sign.
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I believe you're right, Steve. Well said.
Guest (Chris) – January 21, 2011 at 2:59 pm
Thanks, Chris. Press on.
Steve Roller – February 16, 2011 at 11:06 am