Doritos and Denny’s Take on Rock

Longtime munchies staple Doritos recently unveiled its new “Late Night” products that include the flavors Tacos at Midnight and Last Call Jalepeno Popper. The names, accompanied by a commercial, evoke a new, edgy vibe—a definite departure from Doritos’ picnic-friendly competitors. The transformation doesn’t stop there: the brand is teaming up with artists that include blink-182 and Big Boi, who are part of the line up for the Doritos Late Night virtual concert. To access the concert, fans must point a special symbol (located on the back of all Doritos Late Night bags) at their web cam. When approved, fans can personalize their experience by holding, moving and shaking the bag.

This isn’t the first time music has made an appearance in nighttime staples. Last year Denny’s, recognizing its role as a late-night hangout, created the “Rockstar Menu,” as part of the Denny’s Allnighter program. Menu selections are available from 10 pm to 5 am and are created by bands, including Joel and Benji Madden of Good Charlotte (“Band of Burritos”) and Rascal Flatts (“Unstoppable Breakfast”). The Allnighter program is topped off by Adopt-a-Band, which offers free meals to artists on the rise and invites bands to use Denny’s as a meet-and-greet location for artists and their fans post concert.

Both Doritos and Denny’s recognize the value of their younger, hipper audiences, but which one is doing it better? Doritos certainly has the advantage of technology, a powerful lure for Generation Y. Its virtual concert provides incentives for snackers to log on to Doritos’ web site, but the relative newness of the campaign—it was unveiled this past April—means that results are still pending. Doritos may have the upper hand on the web, but Denny’s has the advantage of being located on the physical plane. By providing young hipsters with a late night hang out s that features rock-themed dishes, Denny’s isn’t just creating a campaign; it’s creating a persona.

Denny’s understanding of their consumers is allowing them to forge a real connection, one that Doritos is trying to mimic. But will this virtual reality drive sales in the real world? Their technology may be cutting-edge (the US Postal Service is using it to show consumers what size box they’ll need), but will rock concerts be valuable enough to earn the loyalty of consumers? Or will this virtual reality provide only temporary gains in sales until the “hipness” factor recedes?

--Guest Contributor: Megan Baker, Medill Undergraduate Student

From the freezer to Facebook: Klondike’s new marketing strategy

Last week, Facebook developers unveiled their new Application Directory--the latest of a string of new organizational developments. The directory centralizes all of Facebook’s “apps,” noting those that have been approved by the site. This means consumers can expect a more user-friendly Facebook, but can the upgrade also be marketer-friendly? 

Unilever should hope so. The company’s Klondike brand recently introduced a new line of ice cream bars that boast 25 percent more coating, and according to a recent Brand Week article, interactive media will play a large role in marketing the product. Current plans include a Facebook app (to be released next month) that allows users to test the thickness of their friends’ “shells” through tough questions. 

The use of social networking sites like Facebook isn’t new to the marketing world. Although success has yet to be proven, Facebook’s step toward organization looks promising for brands like Klondike, which before risked being lost among a slew of other applications. Now, with new categories that include a Business & Finance section, Facebook seems to be opening itself to more marketing possibilities. In addition to the “fan page,” many brands may pursue applications as a new form of interactive marketing. 

The centralization of Facebook’s apps could allow for a more organized marketing platform, but time will only tell whether Klondike’s campaign--which also includes a new, interactive web site--will benefit the sales of its new line. Unilever’s reliance on interactive media and social networking sites makes consumers responsible for marketing the brand through their interactions with each other. This multi-level communication may prove helpful for Klondike’s sales--word of mouth is a powerful tool indeed--but it may mean a slow start for the ice cream brand. 

How do you think the new Application Directory will affect brands like Klondike? Is this new format useful for businesses, or will the Facebook marketing well run dry? 

--Guest Contributor: Megan Baker, Medill Undergraduate Student