Even without an official Super Bowl ad, Frank's Red Hot was able to generate buzz for its brand with a viral moment featuring YouTuber David Dobrik and former New York Giants quarterback Eli Manning.
The challenge started on Twitter, with Manning challenging Dobrik to a Frank's Red Hot challenge for charity. The pair claimed that if the post received 100,000 tweets using the hashtag, Dobrik would let Manning dump a bucket of the spicy sauce over him. Of course, the post went viral, prompting a hilarious video that features Dobrik standing under a giant bottle of Frank's.
The clever social campaign drove engagement, while offering a more literal take on the brand's slogan of "I put that shit on everything"
Image Credit: Frank’s RedHot
What Makes This Trend Stand Out
- Social Media Challenge Marketing
- Frank's Red Hot used a social media challenge to generate buzz and engagement for their brand.
- Celebrity Endorsements
- David Dobrik and Eli Manning's involvement in the challenge brought attention to the brand and could lead to further celebrity partnerships.
- Humorous Viral Campaigns
- The hilarious video featuring David Dobrik under a giant bottle of Frank's Red Hot shows the potential for viral campaigns with a comedic spin.
Sectors Adopting This
- Condiments
- Condiment brands can utilize social media challenges and celebrity partnerships to increase brand awareness and engagement.
- Influencer Marketing
- Social media influencers like David Dobrik can leverage their massive followings for brand partnerships similar to Frank's Red Hot.
- Charitable Partnerships
- Frank's Red Hot's challenge for charity could inspire other brands to create similar campaigns and support important causes while increasing brand visibility.
