I know that it is only Wednesday, but I came across this great spot browsing through my daily websites and didn’t want to pass it over. Like many things on the internet that break out faster than many anticipated, I wanted to pay notice to the ad before everyone else did. I guess the hipster mentality is getting the best of me. Much like most of my favorite online videos, this one utilizes unassuming citizens and asks them to take on some interesting and downright entertaining challenges for a prize — a free pack Fantastic delites.
Fantastic Delites are “crinkle cut rice snacks deliciously seasoned with delectable gourmet flavors.” The challenges vary from pushing a giant red button 1000 times to dancing like a robot. Using hidden cameras and a busy plaza, Delite-o-matic was able to produce this 3-plus minute clip of really entertaining advertisement.
This type of candid, public interaction brings the audience a little closer to the product. Unlike polished and prepared ads, these ads allow the idea or campaign to sort of speak for itself, and usually honest and unadulterated reactions provide for the greatest enjoyment and appeal. Would I push a button 5000 times for a free snack? Maybe, and that’s part of the enjoyment of the spot, and that sense of role-reversal that is a big reason why these type of ads make such a big splash on the web.
And the company went beyond just the video and connected the spot to its own dedicated website. The site mirrors the YouTube video in asking users to click and partake in challenges while offering prize packs as a reward for engagement and participation. The more players the better the prize. So in an effort to increase engagement the site asks users to invite friends via Facebook and Twitter to come and partake in the challenge.
It’s a great campaign that spurs product buzz, creates an online presence, and asks for social media participation while offering something tangible in return. A good effort from Fantastic Snacks and their marketing team.