Weird Company Collaborations
In the past few months, the chip brand Doritos made a collaboration with popular skateboarding apparel and filming business called Illegal Civilization. This collaboration is primarily merchandise sold on the Illegal Civilization website that featured the chip brand.
I believe that this connects with the "Merchants of Cool" video that was watched in class. This connects to the Frontline video in the section where they discuss how companies will try to access certain brands and companies and collaborate with them to gather an audience and expand their company. In the Frontline video, we saw how MTV tried to connect with the Hip-Hop community by hosting concerts with some local and big named artist at the time, to gather an audience to MTV that they might have not connected to. The same thing could be seen with Doritos collaborating with this small skateboarding company in order to tap into a community of skateboarders and gain extra revenue and supporters.
I believe that this market strategy works particularly well, and did so in the collaboration, as strong followers of a community could flock to a business or company that it's collaborating with, and garner strong connections between both companies and costumer.
I believe that this connects with the "Merchants of Cool" video that was watched in class. This connects to the Frontline video in the section where they discuss how companies will try to access certain brands and companies and collaborate with them to gather an audience and expand their company. In the Frontline video, we saw how MTV tried to connect with the Hip-Hop community by hosting concerts with some local and big named artist at the time, to gather an audience to MTV that they might have not connected to. The same thing could be seen with Doritos collaborating with this small skateboarding company in order to tap into a community of skateboarders and gain extra revenue and supporters.
I believe that this market strategy works particularly well, and did so in the collaboration, as strong followers of a community could flock to a business or company that it's collaborating with, and garner strong connections between both companies and costumer.
I defiantly think that Doritos sees the style and skater life coming back to the younger people as a trend and they think that this is a good idea to hop on this early and make people think cool when they think Doritos. And even tho this may be a small skater company these are supporters that might already like the product and will put a new face on Doritos, to show other people that they are targeting the younger consumers and this is what we stand for. We hop on trends fast and know whats COOL, so supporting us will make you cool and following the trend.
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