This year's "Crash the Super Bowl" contest invites consumers to create homemade Doritos tortilla chips ads, with two consumer-created spots -- one selected by America's votes, the other by the Doritos brand team -- ultimately airing during the Super Bowl broadcast on Feb. 3, 2013. The finalist whose ad scores highest on the USA Today Ad Meter rankings will be awarded the grand prize career opportunity to work with Michael Bay, whose own career began by directing commercials. In addition, if a consumer-generated Doritos ad scores No. 1 on the Ad Meter, Doritos will award its creator a $1 million bonus.
For the first time in "Crash the Super Bowl" history, the contest will be hosted via an app on the Doritos Facebook page. Participants can use the app to upload their 30-second homemade commercials from Oct. 8 through Nov. 16, and also harness the power of social media to engage with fans like never before. The app features a "Pitch In" collaboration tool, which allows fans to assist with the creation of "Crash the Super Bowl" entries by requesting or offering up props, talent and other items contestants might need to create their ads.
The app will also house a toolbox where Doritos logos, product shots, music and animations are available for download and use, as well as the gallery of all contest submissions, where fans can view entries and weigh in on their personal favorites.