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"
Giant Hot Sauce Challenges
Frank's Red Hot Tapped David Dobrik and Eli Manning
Trend Themes
1. Social Media Challenge Marketing - Frank's Red Hot used a social media challenge to generate buzz and engagement for their brand.
2. Celebrity Endorsements - David Dobrik and Eli Manning's involvement in the challenge brought attention to the brand and could lead to further celebrity partnerships.
3. 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.
Industry Implications
1. Condiments - Condiment brands can utilize social media challenges and celebrity partnerships to increase brand awareness and engagement.
2. Influencer Marketing - Social media influencers like David Dobrik can leverage their massive followings for brand partnerships similar to Frank's Red Hot.
3. 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.