The Flamin’ Hot Face-Off Is a Masterclass In Gen-Z Promotional Marketing

By Brendan Menapace

It’s a rivalry as old as time, up there with great head-to-head matches like the Hatfields and McCoys, Yankees and Red Sox, and Frazier and Ali.

It is Doritos versus. Flamin' Hot Cheetos.

Finally, there is a way for people to publicly declare their allegiance, thanks to a branded merchandise campaign by the two brands called the “Flamin’ Hot Face-Off.” Each week, fans who follow their preferred snack on Instagram can win a limited edition promotional product. So far, Cheetos and Doritos have dropped a fanny pack and a hat, both with different designs reflecting the two brands’ aesthetics.

https://www.instagram.com/p/COQ7HDHrCy7/

Supporters just need to comment on the Instagram post using the #FlaminHotFaceOff and #sweepstakes hashtags. They can also use #TeamCheetos or #TeamDoritos on Instagram or Twitter.

Oh, and there are some celebrity team captains, so to speak, such as YouTube star Denzel Dion on #TeamCheetos, and rapper Jack Harlow and skateboarder Lizzie Armanto on #TeamDoritos.

This has so many components that combine to achieve parent company Frito-Lay’s ultimate goal: promoting the new Doritos Extra Flamin’ Hot Nacho flavor and Cheetos Flamin’ Hot Spicy Pepper Puffs.

a vote for #TeamDoritos is a vote for the NEW king of Flamin’ Hot 🔥! stick with us and you could win some of the HOTTEST swag every week. See full rules here: https://t.co/OFK6RzcuCp pic.twitter.com/BGdlIBRu5m

— Doritos (@Doritos) April 29, 2021

You integrate a social media campaign that encourages fans to interact with posts, therefore boosting your status in the algorithm. Those fans also just do some free social promotion for you across their own followings.

When you add that blink-and-you-miss-it weekly drop, with the unknown of what product will be available this week, then you get people frequently checking out your social media channels that, guess what, have advertisements for your products on them!

If they get their hands on those products, then they just become that ever-important walking billboard that promotional products create. They’re even more likely to hold onto the products since they had to go out of their way to get them.

That partnership with young influencers is huge, too. Here’s what Robert Williams from Marketing Dive wrote about that:

The "Flamin' Hot Face-Off" utilizes two tactics that have remained popular with marketers looking to engage younger consumers: branded merchandise and influencer partnerships. Almost half (44%) of Generation Z has made a purchase based on a recommendation from an influencer, compared with 26% of the general population, per researcher Kantar.

Think about Dunkin’s partnership with TikToker Charli D’Amelio. That’s one of the biggest stars on social media collaborating with an already well-known brand, but bringing it to a younger audience through her name being attached as well as sporting the promotional products.

Overall, promotions like this are perfect examples of using modern trends and technology to go hand-in-hand with physical products. It’s a lot of work, but doing more than just handing out a free giveaway can create a ton of buzz for a brand.