Doritos Offers $1 Million for Homemade Super Bowl Ad
Frito-Lay’s Doritos brand is once again turning to consumer-generated content for its Super Bowl advertising effort. But it’s upping the ante, offering $1 million to the creator if his or her ad takes the No. 1 spot on USA Today’s Ad Meter.
It’s the latest twist in an ongoing effort by Doritos to keep people engaged with the brand and goal to put consumers in control through the use of user-generated content.
People can upload 30-second commercials showing their love for Doritos tortilla chips between Oct. 3 and to Nov. 16. The site features a toolbox where visitors can download Doritos logos, product shots, music and animations for their spots.
Five finalists in the latest “Crash the Super Bowl” promotion will be announced in January on the Web site, when people can choose their favorite in a public vote. The top vote getter will win the airtime during Super Bowl XLIII on Feb. 1 on NBC. Each finalist will win $25,000 and a trip to Tampa Bay, FL, to attend the game in a private luxury suite.
“We’ve always believed our fan’s have the talent and passion to compete at the highest level, and we are putting $1 million on the table to demonstrate our confidence and also help our winner fulfill their own destiny,” Ann Mukherjee, group vice president of marketing for Doritos, said. “Whether it goes toward funding a short film, opening an ad agency or anything in between, we’re empowering them with an unmatched stage to compete on and a motivation to make it happen.”
The contest follows a similar effort Doritos launched two years ago in which people created 30-second Doritos ads to air during Super Bowl XLI. But this is the first year the brand is offering a $1 million prize tied to the winning spot’s popularity. The USA Today Super Bowl Ad Meter tracks viewers’ responses to ads that air during the national broadcast of the Super Bowl and ranks them favorite to least favorite.
Last year, Doritos ran a contest asking users to create original songs as part of its “Crash the Super Bowl” effort.
Frito-Lay is a division of snacks and beverage firm Pepsico.
TV and cinema spots, digital advertising, in-store merchandising, on-package presence, social media and PR will support the promotion. The Marketing Arm handles P-O-P, OMD in New York is in charge of media, Goodby Silverstein & Partners oversees advertising and Ketchum works on PR.
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