I saw a wonderfully weird and irreverent TV spot for Cheetos. The spot left me intrigued – it felt bigger than the common and meager attempts at TV-to-Web integration. Turns out, they want us to commit “random acts of cheetos”, or ROACS (ray-ocks). Or in their words, “to create playful mischief using CHEETOS snacks.” The tone of the campaign as a whole is riddled with subtle and not-so-subtle references to things like Fight Club, LOST and 12 Monkeys. The three things that I like most about this campaign:
The idea is extremely riffable; the nasty little orange snacks are easily accessible and the mischief potential is quite high; I expect they’ll get a lot of UGC participation.
The campaign is a build-up to a mysterious PR event that will take place on April 1st, where “all your hard work will not go unnoticed”.
The full screen video is whoop ass, with chapter-like markers that link to the YouTube profile which serves as a smart campaign hub.
http://www.orangeunderground.com/
Adam Wilson
in
this is viral
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Strategists & Planners
Comments (3)
Really? Cause I look at it and it stinks of Marketing.
Posted by c00ler | March 5, 2008 1:38 PM
Posted on March 5, 2008 13:38
good find, but "ROACS" is just so lame.
Looks like it might move the UGC conversation on a little. I've been working on something for Doritos (the strategy was imported from the US) but the creative is worth a look.
Posted by Alistair Beattie | March 5, 2008 2:10 PM
Posted on March 5, 2008 14:10
Here's some hard work that got noticed.
Tom
Posted by Tom Helland | March 6, 2008 10:42 AM
Posted on March 6, 2008 10:42