Whoever said that an online advertising campaign needed banner ads. The ‘only the good stuff’ online campaign for Doritos is an online advertising campaign where no banner ads were produced, just a plugin that lets users fill adspace with whatever they choose. This was a Student Project that won the ONE SHOW COLLEGE prize and was also selected as the winner of the Doritos live brief.
Clicking through to the site allowed users to download a plug in that could detect where advertising was on the page and then let the user fill that space with whatever they liked, images, videos, stock market info, Google Searches, etc.
A similar product has been available as an add on plug in to Mozilla -Ad Block which lets you prevent your browser from downloading banners.
What I like about this is that is completely kills the competition, or as Digitology puts it – it’s Advertising Genocide. Whilst at the same time embedding the Doritos logo into your toolbar. It also highlights that a series of banner ads does not equate to a valuable online presence. Banners are becoming more and more like the inane ramblings of preachers on the side of the road you walk past quickly even though they might be screaming at you with a microphone.
Advertising online is about being heard, and with Click thru rates continuing to fall online campaigns need to go beyond banners and focus on bigger picture strategies.
