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.
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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.
March 19, 2014