Is it smart for a big brand like Tostitos to run a major marketing campaign without traditional advertising elements behind it, such as TV commercials, radio spots or print ads? A growing number of mainstream brands are turning to social media as the primary platform for their marketing campaigns. Tostitos is promoting its “Tostitos Reunite America” campaign exclusively through social media and public relations — and is banking on a strong viral reaction. The goal of the campaign is to position the company as one that brings people together. What better way to do that than have people submit their emotional stories about separation from a loved one on Facebook, have Tostitos foot the bill to bring them together, and have the reunion broadcast and shared (for free) across the Internet – where those happy memories will live forever in cyberspace.
Is there more digital marketing, such as social media and web video, in your company’s plans this year?