Just this morning, the Doritos brand announced it will once again turn complete control of the brand’s Super Bowl air time over to consumers, as part of the biggest, most unexpected "Crash the Super Bowl" yet. This year’s contest will put $5 million on the line if consumer-created ads sweep the top three spots of the USA TODAY Ad Meter, along with a paid job to create an additional TV spot for the top-ranking winner. In 2009, a consumer-created Doritos ad took the top ranking on the Ad Meter and won its creators $1 million.
And that’s not all. This year’s "Crash the Super Bowl" also includes the most unexpected twist to date –- Doritos inviting sibling brand Pepsi MAX to the program to give fans even more chances to have their self-made Super Bowl ads shared on the world’s biggest stage. Together, the two brands will air an unprecedented six :30 consumer-generated spots –- three for each brand.
To celebrate this announcement, Doritos and Pepsi MAX are in Los Angeles today, hosting a first-of-its-kind event aimed at giving consumers the best preparation possible for this year’s contest. Creative directors from two of the world’s leading ad agencies will lead a behind-the-scenes discussion about creating great breakthrough Super Bowl ads, and Betty White, the queen of last year’s Super Bowl advertising, will help recruit fans to enter the contest. Watch the event live by webcast today at 1 p.m. EST/10 a.m. PST.
To learn more, visit the "Crash the Super Bowl" consumer contest Web site and read some of the buzz that's already building around the contest.
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