SocialSocial MediaFacebook Is Key As Doritos Reprises ‘Crash The Super Bowl’

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

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.

Related Articles

How can I tell if my social media strategy is generating results?

Social Media How can I tell if my social media strategy is generating results?

1w Tereza Litsa
Seeing the trees for the forest with paid social

Social & Community Seeing the trees for the forest with paid social

2m Mike O'Brien
A guide to five Facebook ad types that will reach your marketing objectives

Display Advertising A guide to five Facebook ad types that will reach your marketing objectives

3m Tereza Litsa
How to use Facebook Insights to track the success of your social strategy

Analytics How to use Facebook Insights to track the success of your social strategy

5m Tereza Litsa
Facebook goes after clickbait headlines - five tips to maintain reach

Content Marketing Facebook goes after clickbait headlines - five tips to maintain reach

6m Tereza Litsa
The best Facebook marketing strategies for 2017

Social The best Facebook marketing strategies for 2017

8m Tereza Litsa
How to use Facebook mobile ads as an "interest indicator" to drive conversions

Display Advertising How to use Facebook mobile ads as an "interest indicator" to drive conversions

8m Sana Ansari
What Facebook's big bet on AR means for brands

Mobile What Facebook's big bet on AR means for brands

8m Al Roberts