Home  › Marketing › CPG

Pepsi Returns to Super Bowl With User Generated Ads

  |  September 15, 2010   |  Comments

Users are invited to submit ad creations and vote for favorites.

crash-superbowlFollowing the decision not to buy ads for its beverage brands during the 2010 Super Bowl, PepsiCo yesterday said it will air a total of six :30 spots during this year's game, all of which will be created by consumers for a chance to win a total of $5 million in prize money.

Entrants will submit creative for PepsiCo's Doritos and Pepsi MAX brands via a dedicated site at crashthesuperbowl.com, from which ten finalists will be selected and announced in January. Consumers will then vote for their favorite ads to determine two winning spots for each brand, with PepsiCo executives selecting a further two. Each of the ten finalists will receive $25,000 in prize money and a trip to Dallas to attend the game in a private luxury suite. The six winners will be awarded a maximum of $5 million, depending on the success of their ads in USA Today's Ad Meter panel, and a contract to create additional ads for the two brands in 2011.

Commenting on the campaign, Lauren Hobart, CMO sparkling beverages for PepsiCo, said the brand was "excited" to return to the event, adding, "We believe that great ideas can come from anywhere and we're excited to give Pepsi MAX fans the chance to showcase their creative talents on one of the world's biggest stages."

To help inspire entrants, Pepsi held a webcast yesterday with Jeff Goodby and Rob Schwartz, creative directors of ad agencies Goodby, Silverstein & Partners and TBWA\Chiat\Day, respectively. The pair shared tips and thoughts on how to create successful Super Bowl ads, and were joined by actress Betty White, who featured in Snickers' 2010 Super Bowl spot, to help further stoke potential entrants' creative fires.

Doritos has run similar Super Bowl campaigns for the past five years, airing a total of four individual user-generated ads in the 2010 game. PepsiCo decided not to purchase ads for any of its beverage brands, however, opting instead to invest in its Refresh Project campaign, which asked consumers to submit grant applications for local community projects and to vote on which projects should receive funding through the refresheverything.com site. Last week, the company announced it would extend that campaign into 2011, offering a total of $1.3 million in investment every month. It also intends to expand the project into Europe and Asia.

Though yesterday's announcement represents a return to more traditional marketing activity for Pepsi MAX, the campaign retains many of the digital and social elements utilized by the Refresh Everything campaign, thanks largely to the user-generated creative and crowd-sourced online selection process.

Speaking with ClickZ last week, PepsiCo Beverages' head of digital, Shiv Singh, said the company is beginning to think of its digital campaigns as media properties in their own right, suggesting the Refresh Everything site currently attracts more unique users on a monthly basis than sites with which the brand would previously have considered purchasing display advertising.

To date, digital and social media has also played a central part of the Doritos Super Bowl campaigns, with the brand promoting the competitions and showcasing entries via platforms such as Facebook.

pro-rank-tracker-logoPro Rank Tracker is a cutting-edge ranking tracking tool for keeping you up-to-date with all the latest changes in the rankings of your websites and videos.


Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...