Brand Puts Its Money Where Its Mouth Is - Cash Prize Up for Grabs if
Consumer-Generated Doritos Ad Takes the No. 1 Spot in USA TODAY's Ad Meter
PLANO, Texas, Sept. 24 /PRNewswire/ -- The Doritos brand today
announced it is once again giving complete control of its Super Bowl ad air
time to its fans. But this time, the snack chip brand is raising the stakes
and underscoring its confidence in the creativity of its fans. In addition
to airing one fan's self-made Doritos ad to a captive audience of millions,
Doritos will give that talented winner $1 million if their :30 spot takes
down "the big guys" and becomes the first-ever consumer-created commercial
to claim the No. 1 ranking in USA TODAY's annual Ad Meter.
"We've always believed our fans 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," said Ann Mukherjee, group vice president, marketing, Doritos.
"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."
Five finalists' ads will be announced in January 2009. Then it will be
up to fans to vote for their favorite ad online and determine the winning
Doritos spot to air during the Super Bowl XLIII broadcast on February 1,
2009 on NBC. Each of the five finalists will win $25,000 and a trip to
Tampa Bay, Florida to attend Super Bowl XLIII in a private luxury suite at
the game, where they will tune in to learn for the first time which ad won
when it airs for a worldwide audience. Beginning today, details about the
advertising challenge are available at
http://www.snackstrongproductions.com.
Participants can upload :30 commercials that share their love for
Doritos tortilla chips to http://www.snackstrongproductions.com from
October 3, 2008 to November 16, 2008 to be considered for the coveted spot
that has changed the lives of Doritos fans. To help entrants amp up their
creative masterpieces, the site also houses a toolbox where Doritos logos,
product shots, music and animations are available for download and use.
The USA TODAY Super Bowl Ad Meter tracks the second-by-second responses
of a panel of viewers to ads during the national broadcast of the Super
Bowl and ranks them favorite to least favorite. Created in 1989, USA
TODAY's Ad Meter has been regarded as the most influential Super Bowl ad
rating in the advertising industry.
The "Crash the Super Bowl" campaign is the evolution of the Doritos
brand allowing consumers to be in control. In 2007, the Doritos brand aired
its first consumer-created commercial during Super Bowl XLI, as part of the
first Doritos "Crash the Super Bowl" challenge. That same day, the brand
aired a second commercial to kick-off the first-ever consumer-created
Doritos brand television ad campaign, in which all five of the Doritos
"Crash the Super Bowl" finalists' ads aired on national television. Earlier
this year, Doritos launched the music career of one of its talented fans by
airing her original song in a music video during its Super Bowl XLII air
time as part of its second annual "Crash the Super Bowl" program.
In addition to the Doritos "Crash the Super Bowl" challenge, in 2007
the brand put consumers in control with programs such as Doritos "Fight for
the Flavor," which invited Doritos fans to determine which of two new
flavors survived on store shelves and which one was pulled. Then, the brand
launched the Doritos "X-13D Flavor Experiment," where consumers had a
chance to name a new mysterious flavor of Doritos tortilla chips, followed
by "Unlock Xbox," which empowered fans to design the first-ever
consumer-created Xbox LIVE(R) Arcade game.
This year, "THE QUEST" campaign gave Doritos lovers a unique
opportunity to choose how and when to get engaged in a multi-faceted
program that had online and real world challenges. Fans were in control of
how they participated in "THE QUEST" in everything from guessing a mystery
flavor to solving virtual puzzles and competing in real-life adventures. In
addition, Doritos put control into the hands of its consumers through a
programming partnership with MTV.
Frito-Lay North America is the $11 billion convenient foods business
unit of PepsiCo, which is headquartered in Purchase, NY. In addition to
Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods,
Gatorade and Tropicana.
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