Since Super Bowl XLI (2006), Doritos has been running the “Crash the Superbowl” contest every year. This contest allows people to create their own Doritos Superbowl commercial. The commercials that will be featured in the Superbowl will be the ones with the most votes on the Crash The Superbowl website. The contest has been consistently popular and the ads selected by the people have always ranked high on the Super Bowl Ad Meter, and they even earned the top spot in 2009 with the following commercial:
This year the contest is back and it’s bigger and better than ever. You will be able to create an ad for not only Doritos but Pepsi MAX as well, which doubles your chances for winning the prize and getting your ad to play in the Superbowl.
What is it about?
Contestants create 30 second clips and they upload them to www.crashthesuperbowl.com before November 15th, then 5 Pepsi and 5 Doritos commercials are picked and people are allowed to vote for their favorite until February 1st. Two Doritos ads and two Pepsi MAX ads will be selected while another two will be chosen by the executives at the company to broadcast on February 6th in Super Bowl XLV.
Each of the 10 finalist win a $25,000 dollars and a trip to attend the Super Bowl Game in Dallas while the winners of the TV spots have a chance to win extra prizes reaching up to a 1$ million dollars based on their ranking on the USA TODAY Super Bowl Ad Meter. Moreover, if the ads earn the top three spots of the Ad Meter, an additional $1 million bonus will be awarded to each of the three winners. In addition to that, the consumer who creates the highest-ranking Doritos or Pepsi MAX ad will win a guaranteed contract to create an additional ad for the two brands in 2011.
The Buzz In Numbers
Now the videos have been quite popular on their own and the fact that they are created and voted on by the public makes the creators of those videos promote your brand while promoting their videos. This type of auxiliary promotion will sure be indispensable to promoting the brand and creating a buzz around it, since it’s done outside the scope of the official channels of the company and hence is more personal in nature. With more than 5,600 contest submissions and more than 28,000,000 views to the contest’s 2 Youtube channels, this campaign can’t be described as anything but successful.
The ads created in this contest have the potential of being viewed by more that 100 million viewers who will be watching Superbowl XLV. Regardless of this massive audience, the campaign has been successful in creating a buzz on the internet and since it’s a yearly activity it has developed a core fan-base among people. You can add to that the unintentional controversy that has been generated around some of the submitted videos and you will be safe to assume that this campaign has been noticed and liked.
The reasons for this campaign’s success have been that it is consistent, delivers on its promises and it also fosters all the creative and crowd sourcing activities that make social media fun in the first place.
What do you think of the campaign? Would it be something you would participate in? Share with us your thoughts in the comment section below.