Digital Marketing Leadership for Brands & Agencies
Hype, Hijinks, & Hijackings
My Take on the Hottest
Brands of the Moment
HYPE
SNL's 50th Blowout
SNL’s 50th Anniversary was more than a one night, must-see-tv event; it was an expansive celebration including the Homecoming Concert, the 4-part documentary Beyond Saturday Night (I particularly liked the "Written By" episode the best), and an SNL 50 immersive experience for super fans. Moreover, the 50th anniversary provided a platform for brands like T-Mobile, Allstate, Maybelline, and Capital One to engage in the festivities through strategic partnerships and integrations, enhancing their visibility and association with this iconic milestone.
The Hype was real: These initiatives not only celebrated the show’s history but also drove a notable increase in (live and delayed) viewership with 220 million reported viewers watching some portion of the three specials across NBC's digital properties and social media platforms.
HIJINKS
Duolingo Drops Dead
Killing off a brand mascot (and then bringing them back) isn’t exactly new (i.e. Mr Peanut & Baby Peanut in 2020). But Duolingo took it a step further by fueling conversation across the internet with their "whodunit?" call-to-action. It was absurd, yet self-aware, and instantly meme-worthy. People, brands, and even the World Health Organization weren’t just talking about it; they were participating in the joke, creating their own tributes, theories, and even fake conspiracies about the bird's demise. It’s one thing to go viral, but it’s another to make the entire internet play along.
Their Hijinks paid off too: Duolingo saw a 51% spike in daily active users and a 41% jump in revenue, all from a campaign that probably cost them next to nothing compared to typical brand activations. That’s the kind of marketing that wins - bold, culturally tapped in, and impossible to ignore.
HIJACKING
Doritos UGC FTW
In a commercial landscape dominated by AI generated imagery and Hollywood-level production budgets, Doritos gave the spotlight back to their fans by reviving their iconic "Crash the Super Bowl" contest. This creator-led marketing strategy sidestepped the traditional approach to Super Bowl ad production allowing amateur filmmakers to compete to takeover the coveted 30-second spot. It's clear that Doritos understands that brand building is not a one-sided venture, but rather a collaborative effort that involves listening to and empowering audiences.
Nacho cheese chips weren't the only thing Hijacked in this winning spot however: Doritos also managed to steal a 57% share of engagement within the snack category, dominating competitors like Pringles (17%) and Oreo (13%).
