Three weeks ago, I wrote about the trippy new Orange Underground website and advertising campaign on behalf of Cheetos. The site and the blog are both pretty well designed, and the idea behind the campaign is unique and intricate. Goodby Silverstein, the agency behind the Orange Underground campaign clearly put a lot of time and energy into it. There’s just one problem: no one, and I mean literally almost NO ONE, is talking about it.
A search of Technorati on blogs with at least “a little authority”, reveals only 17 results for “Orange Underground” AND Cheetos. TOTAL. Yikes. The campaign launched more than a month ago and it has only been mentioned 17 times by bloggers? Check out the Technorati chart showing the sparseness of day-to-day mentions in the past month:
A search for “Orange Underground” on Google Trends reveals the following message:
Hmmm….not good. The first few bloggers to post about Orange Underground received semi-cryptic comments from someone named “Cheet01″, encouraging them to join the Orange Underground and commit acts of RAoC (Random Acts of Cheetos). In addition to adding a comment to the post I wrote about Orange Underground, Cheet01 also commented on blogs HERE, HERE, HERE, HERE and HERE.
Obviously someone is being paid to post comments as Cheet01 and help gin up interest and intrigue in the blogosphere. The only problem is, Cheet01 doesn’t seem to have anywhere to leave comments. A Google search reveals that since the campaign has started, Cheet01 has only posted a total of six comments, all of which I linked to above.
Given the creative nature of this campaign, Goodby Silverstein most likely assumed there would be a high(er) level of discussion in the blogosphere. Cheet01 was probably designed to be their unique method to engage and interact with bloggers. However, with almost no one talking about the campaign, the actual person behind “Cheet01″ must have a pretty boring workday – repeatedly doing Google Blog searches for “Orange Underground” and turning up nothing.
In addition to a lack of coverage in the blogosphere, no one seems to be committing these RAoC’s (Random Acts of Cheetos) that the campaign is encouraging people to do. A post from February 4th on the Orange Underground blog is titled, “Remarkable New RAoC’s Clog the Intertubes.” The post directs people to the Orange Underground YouTube Channel where they are told they can “witness the full glory of the latest round of Random Acts of Cheetos.”
However, the YouTube channel has so far identified 20 videos as “favorites.” These range from weird YouTube videos about Cheetos from a full year ago, to clips posted by the user orangeunderground himself. So far there have been ZERO user generated videos submitted showing any RAoC’s.
So what happened? I’m not really sure. The creators probably assumed a campaign with this level of creativity would go viral right away. Clearly it didn’t, and it hasn’t. The campaign may be a little too strange for people to “get it.” I mean did they really expect people to start pulling crazy pranks with Cheetos? Who in their right mind is actually going to go out and buy 20 bags of Cheetos to pull pranks with?
The concept was unique, but the opportunities for continued consumer engagement aren’t prevalent. Ultimately there just wasn’t enough “there there” for this to be the type of campaign which excites people enough to blog about it or e-mail it to their friends.