Marketing in the Media

 You've Been Rick Rolled!

I chose to research Lay's chips company and its partnership with Rick Astley. I decided on this marketing project because I was impressed with how famous Rick Astley has become on TikTok and social media. You would have thought that a song written 30 years ago would be long believed obsolete and irrelevant...And who doesn't like Lay's snacks?

With marketers everywhere relying so heavily on popular music and nostalgia to connect the love of music and entertainment, the 1987 hit song "Never Gonna Give You Up" has been an iconic jingle for many years. It has come back on current social media like Instagram, Twitter, and even Facebook as an out-of-the-box prank cleverly named the "Rick Roll." sending funny videos with an unknown meaning, changing suddenly to play Rick Astley's hit single. It has become quite the competition to find the most creative way to Rick Roll.

A "New Year, New You" campaign launched on December 25th, 2020, on multiple social media platforms, including YouTube, Instagram, Facebook, Amazon, and Spotify. All these platforms banded together to offer $1,000 to each of the 18 winners. As well as a once-in-a-lifetime chance to dance alongside Rick Astley in a TikTok challenge, started in February of 2020.

"New to the current iteration are a contest and TikTok tie-in that give consumers opportunities to interact with the campaign's theme and music. Fans can visit www.NeverGonnaGiveItUp.com through February 27th to share what they aren't giving up and for a chance to win $1,000. On TikTok, consumers can sing "Never Gonna Give You Up" alongside Astley (@rickastleyofficial) while sharing their "un-resolution" through February 17th," (Marketing Dive Article).

The Frito-Lay's company has offered a once-in-a-lifetime opportunity to dance alongside a Legendary pop star. Along with the chance to dance alongside Rick Astley, each of the 18 winners of the contest will receive a $1000 cash prize. No other company is promoting TikTok challenges alongside one of the greatest pop stars of all time. Frito-Lay's marketing scheme is relevant, entertaining, and enticing. In one word: Brilliant.

Involving TikTok and Instagram is one of the best ways to reach generational boundaries and incite interest across all ages. As well as appealing to the wants of their stomach. Between TikTok and Frito-Lay, the interest of the public has been piqued.

The only challenge facing this marketing idea is relevant accessibility. While the TikTok challenge would be a smashing hit, it will never reach the target audience if the challenge is advertised on a website alone. Moving more advertisements to social media platforms would draw far greater attention to the contest.

While the campaign was a good idea. It was not very accessible to enter the contest. While a web page was created for the videos of content creators, I would have incorporated alternative ways of participating into Instagram posts and TikTok videos. Posting the original Ad and inviting people to join in the "Never Gonna Give ItUp" New Year's event.

If I were the brand manager, I would incorporate these Frito-Lay ads in videos posted on TikTok and Instagram with additional ways to remix the video and to choreograph your own dance to Rick Astley's hit song.

This assignment was interesting because it showed that entertainment platforms are not only used for entertainment. But, are also considerable opportunities to market and advertise products, goods, or services.

Frito-Lay's Ad:

https://youtu.be/Hzui2Ku4ymE

Marketing Dive Explanation:

Frito-Lay and Rick Astley renounce New Year's deprivations | Marketing Dive