It’s the last call for entries in this year’s “Crash the Super Bowl” contest. Fans have two weeks remaining to turn their PepsiCo-owned Doritos creative into ads before the 11/16 deadline. This year, two finalist consumer-created spots ultimately will air during the Super Bowl. The finalist whose ad scores highest on the USA Today Ad Meter rankings will be awarded the career-changing opportunity to work with director Michael Bay on the next “Transformers” movie, along with a shot at a $1 million bonus.
Fans can submit their ads on the new Crash the Super Bowl-branded app on the Doritos Facebook Page (www.facebook.com/DoritosUSA), designed to engage and socialize with consumers. The app features a “help make an ad” collaboration tool, allowing fans from all walks of life to interact with each other and assist with the creation of Crash the Super Bowl entries by requesting or offering up props, talent and other items contestants need to create their potentially winning ads.
Now, anyone from any background can play a role in the creation of the next great Doritos masterpiece. The app also houses the traditional toolbox where Doritos logos, product shots, music and animations are available for download and use, as well as the gallery of all contest submissions where fans can view submissions and weigh in on their personal favorites.
Five finalist ads will be announced in January, with two finalist spots ultimately airing during the game. One of those ads will be selected by America’s votes; the other by the Doritos brand team. Each of the five finalists will win $25,000 and a trip to New Orleans to attend Super Bowl XLVII in a private luxury suite at the game, where they will tune in to learn for the first time which consumer ads will compete for the top spot in the USA Today Ad Meter before a worldwide audience.
–$1 million will be awarded for an ad that scores the No. 1 spot on the USA Today Ad Meter
–$600,000 will be awarded for an ad that scores the No. 2 spot
–$400,000 will be awarded for an ad that scores the No. 3 spot
PepsiCo will leverage its relationship with the NFL to connect with consumers throughout the season, with activations spanning many of the company’s largest food and beverage brands. Examples include:
– Pepsi will sponsor the Super Bowl XLVII Halftime Show in New Orleans, bringing Pepsi’s signature style of consumer engagement to pop culture’s biggest stage.
–Pepsi and the NFL recently launched the Pepsi NFL Anthems program, a national campaign that will feature some of today’s most talented musical artists, iconic NFL teams and players.
–Quaker Oats is teaming up with the NFL and quarterback Andrew Luck on the NFL Play 60 Super Bowl Contest presented by Quaker, a program that will find inspiring kids who make eating right and physical fitness a priority and can motivate their peers to do the same.
–Gatorade and its Gatorade Sports Science Institute are working closely with 11 NFL rookies this year to help guide their nutrition plans and help improve performance. Each rookie’s story is being documented in a web series called “Everything to Prove” on NFL.com.
–Frito-Lay and Pepsi are joining for the “Make Your Game Day Official” promotion, which will give consumers who purchase Frito-Lay and Pepsi foods and beverages together a chance to win official NFL prizes.
RBR-TVBR observation: By providing so much online assistance and sources for help in creating the ads, Doritos is casting a much larger net. Not everyone has the skills of an adman or woman, but they may have a breakthrough idea. It should get a lot more consumers involved this year.