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.
While digital platforms and their advertisers grapple with digital video challenges, one savvy retailer found a way to capitalize on what would become the second most live-viewed channel in YouTube's history.
We all know that Facebook is a viable source of huge amounts of mobile traffic with relatively cheap CPCs). It’s too good an opportunity to ignore in today’s digital landscape - even if your mobile landing-page experience isn’t up to snuff.
For years now, brands have heard that augmented reality (AR) is one of the next big things, but there's a strong argument to be made that it hasn't quite lived up to the hype. Facebook CEO Mark Zuckerberg, however, believes that AR is a big part of the future.
Only a few days or so into the 2017 season, here are 10 different ways that Major League Baseball teams were using social media around Opening Day last week, and what brands of all shapes and sizes can learn from these teams.