Monday, October 3, 2011

Doritos - Crash The Superbowl

Doritos has been running their Crash The Superbowl contest for the past five years.  It's a great example of brand building using user generated content.  For those who aren't familiar with the contest...Doritos invites the general public to create and submit their own user generated ads.  The  winning spots are then aired in a coveted 30-second Superbowl spot.  The resulting submissions were surprisingly good, for example here is last year's winner.

The contest has been increasingly successful.  In 2011 Doritos saw video submissions for the contest increase 38% to 5,600.  The contest finalists' videos were viewed 22 million times. Doritos also saw a 30% increase in Twitter activity and a 25% increase in Facebook activity during the contest.

That's all well and good, but after five years Doritos recognized that the concept, while fundamentally strong, is getting a bit stale.  So for 2012 they've introduced a twist.  This year's Crash The Superbowl contest will be between the best user created Super Bowl spot and a Doritos spot to be created by The Lonely Island, the comedy group/production team made up of Saturday Night Live stars.  These are the guys responsible for such hits as Dick In A Box & I'm On A Boat, as well as a ton of other SNL digital shorts.  In addition to seeing their spot aired during the Superbowl, the creator of the user generated spot will also have the opportunity to win $1 million and a gig working with The Lonely Island on creating a future spot.  So here's how it works.  During the Superbowl USA Today runs real-time consumer testing called Ad Meter.  If the consumer-generated ad wins the ad meter, the creator wins $1 million. If the ad by The Lonely Island, wins then they will donate the $1 million prize to charity.

On a completely separate note, Arch West, the inventor of Doritos recently passed away.  His family plan plan on scattering Doritos in his grave rather than roses.  I kid you not.

Supporting Articles: AdWeek | Forbes