Doritos has tasked its loyal customers to help them achieve possibly the most crucial piece of advertising they will part take in for the year – a Super Bowl commercial. After 8 years of buying Super Bowl ad spots, Doritos is asking customers to make their own 30 second video and enter it into the “Crash the Super Bowl” contest in chances to win $1 million, a dream job with partner Universal Studios, a trip to the Super Bowl and for their advertisement to actually be played during the 2015 Super Bowl. It calls for material that is bold, action pact, original and awesome which gives Doritos the permission to hours of unique creative material. Doritos will then chose a short list of finalists and the winner will be determined through a vote open to the public.
Crash the Super Bowl with Doritos
This contest reveals customers true feelings and attitudes towards the brand, allowing them to demonstrate their interpretations of how the brand is best represented/sold. Dorito’s could then use this data and material collected from their campaign to inspire their own creative material and to determine what it is their customers are looking for or drawn to. It empowers Dorito’s customers by putting the responsibility in their hands to best promote the brand. And it takes the hard work out of Dorito’s marketing department by outsourcing the creative content to millions of fans around the world.
This campaign has been promoted for weeks through the company’s Facebook and Twitter page with many action commands and timelines to encourage participation. This also allows them to build buzz and awareness for the highly anticipated advertisement. In addition, it convey’s Dorito’s trust within their consumer groups as they have promised to use someone’s video to promote the brand on such a large scale. The campaign has closed submissions and is in the process of determining finalists for the final vote. This is a brilliant tactic to gathering consumer information and creative content. Yet it is accompanied by huge risk on Dorito’s part as let go of control of their most important marketing campaign of the year that will be watched attentively on the world stage. All that said, Dorito’s SuperBowl fate now lies in your hands!
See the details of the full campaign here: https://crashthesuperbowl.doritos.com/how-it-works
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