Home  › Social › Social Media
doritos

Facebook Is Key As Doritos Reprises 'Crash The Super Bowl'

  |  January 17, 2012   |  Comments

Contest will decide the brand's commercial creative for the big game.

Doritos' Super Bowl commercial will again be decided with the user-generated "Crash The Super Bowl" initiative - and this time Faceook serves as a hub for the experience. The brand, which has 2.2 million fans/likes on the social site, has added a "Doritos CTSB Voting" tab app to its Facebook page to highlight the effort. 

In addition to asking consumers to vote on five :30 spots on Facebook, the CPG is promoting the contest via a microsite, at Doritos.com, and through Xbox consoles. In all cases, viewers must enter an email address and date of birth to cast a vote.

The PepsiCo brand is plugging the contest with an ad network buy and a partnership with aggregation site Buzzfeed, which will periodically author posts about the contest. The headline for a post that went live last week read: "Which Doritos Flavor Should You Have at your Super Bowl Party?"

Voters and video makers are incentivized to participate. For every 100,000 votes, Doritos will randomly select a $10,000 winner. Five video finalists will garner $25,000 and a trip to the big game in Indianapolis on Feb. 5. If the winning video submission rates as the top Super Bowl commercial by the USA Today Ad Meter, the spot's creator will receive $1 million. If the commercial rates No. 2 on the ad meter, the winner gets $600,000. If it rates No. 3, the prize is $400,000. The grand prize winner will also receive a consulting contract with a Hollywood professional and an opportunity to produce an additional commercial.

So far the contest has rendered at least 250,000 votes, according to stats on Doritos' microsite.

Doritos has run different UGC-based efforts for its Super Bowl commercials in the last five years. It first utilized the "Crash The Super Bowl" theme in 2007 before bringing it back two years ago.

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • SEM & Product Listing Ads (PLA) Manager
      SEM & Product Listing Ads (PLA) Manager (Zappos.com) - Las VegasZappos IP, Inc. is looking for a SEM & Product Listing Ads (PLA) Manager! Why...
    • Senior Product Listing Ads (PLA) Coordinator
      Senior Product Listing Ads (PLA) Coordinator (Zappos.com) - Las VegasZappos IP, Inc. is looking for a Senior Product Listing Ads (PLA) Coordinator...
    • Sales Planner
      Sales Planner (Verve) - Los AngelesJob Information:   Planners at Verve are responsible for supporting all of the ad sales team’s pre...