Opening the Youtube webpage this morning, i was greeted by a larger than usual ad.Dolmio is inviting consumers to film and star in their own version of the brands classic family advert that has been crossing our screens for years.
The competition is inviting consumers to produce a copycat ad based on their own impressions and impersonations of the dolmio puppets, using the tagline 'Do it like a Dolmio'; to be in with a chance of winning a part in the brands next tv ad. Consumers can upload their videos either on their website www.doitlikedolmio or through Dolmio's youtube channel.
The public is encouraged to vote for their favourite impressions, and the top three will be aired on national tv 20th November, with the entrant who receives the most votes also winning a holiday for four people.
This seems to be a part of a growing trend for more consumer interaction with brands and their advertising.
Considering copycat ads and the 'spoofs' of ads are appearing more and more especially on sites such as Youtube, i feel its clever and quite brave of the brand to openly embrace this and use it to their advantage.
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