Between 2006 and 2016, Doritos ran its award-winning ‘Crash the Super Bowl’ contest which invited consumers to create their own Big-Game ads for the brand with the winning user-generated spots airing on TV and earning cash prizes.
And now the PepsiCo brand has revived the strategy for a campaign running ahead of the highly anticipated autumn return return of the NFL football called ‘Crash From Home’ which challenges fans to come up with ideas for Doritos’ first TVC since the start of the pandemic.
Doritos has launched a campaign asking creators to upload videos (60-seconds maximum) featuring the snack to a bespoke microsite at crashfromhome.com by 28 July: the site offers brand imagery and a tool kit to you participants started and says “Make a video with Doritos. Any way you want. Dance. Craft. Crunch. Create.”
The campaign, developed with agencies Goodby, Silverstein & Partners, The Marketing Arm and Ketchum, is spearheaded by a promo video complete with crunching and dancing which launched in mid-July and came in 75-, 15- and 6-second versions.
Participation is also incentivised through a cash reward for up to 15 winners with each receiving a $10,000 prize and with Doritos sharing their efforts on social media.
One key difference with the previous ‘Crash the Super Bowl’ incarnations, where several winners’ ads ran on TV during the Big game, this fresh initiative will see Doritos air one extended commercial during NFL Kickoff Weekend on 13 September featuring segments from Doritos’ favorite ‘Crash From Home’ competition winners.
“We know that millions of people are stuck at home and potentially out of work,” said the Doritos marketing statement promoting the campaign launch. “We wanted to reward as many fans as we could” with prize money and exposure.
Comment:
Because of COVID-19, professional and amateur creators across America are stuck at home so why not revive a campaign which leverages this reality and help those stuck at home with some much needed cash?
Unless, of course, you feel that this was a brilliant idea in its time, but that ‘that time’ has been and gone.
There were numerous highlights to flag up from the glory UGC era of ‘Crash the Super Bowl’ and several of the spots generated topped USA Today’s Ad Meter after the Super Bowl.
The most successful spots typically featured cute animals and kids (especially babies) with broad, accessible humour.
Here are some of our favourites from glory sports marketing days gone by.
2011 Crash The Super Bowl
2012 Crash The Super Bowl
Links:
Doritos
https://www.youtube.com/c/LogoGoesHere
GS&P
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