In addition to a tech-savvy campaign in and around San Francisco’s Levi’s Stadium, Doritos is also running 10th (and final) ‘Crash The Super Bowl’ consumer-created ad contest.
The Frito-Lay snack brand has already announced that its famous and ground-breaking consumer-created ad contest will come to an end with Super Bowl 50.
This year’s contest essentially follows the same formula as in previous years: entrants submit videos to the campaign and the public votes on their favourite spot which airs during the Big Game (and also sees the winner scoop $1m and the chance to work with Hollywood director Zack Snyder).
Snyder, who directed 300 and Man of Steel, will launch hiss latest blockbuster in Batman v Superman in March and the winner will work with him on an undisclosed, future Warner Brothers and DC Comics project.
This year’s final three candidates on the short list are ‘Ultrasound’,
‘Swipe’,
and ‘Dogs’.
The entry receiving the most fan votes will air during the game itself.
Comment
For our analysis of last year’s ‘Crash The Super Bowl 2015’ campaign see our previous campaign case study.
Doritos have announced this is the final year for ‘Crash The Super Bowl’: it’s decade long Super Bowl activation.
This has been a ground breaking campaign – one that perhaps more than any other initiative kicked off the consumer-creative approach to sponsorship activation.
During its lifecycle it initially began as a US-only initiative, but has been so successful right around the world that it has become something of a global phenomenon.
Indeed, this year’s Super Bowl 50 consumer submissions came from 29 countries.
Particularly impressive considering that Doritos are only sold in 34 markets.
In fact, the campaign has proved to be such a success that Pepsi re-worked it for the cricket market in India to form the heart of its 2015 IPL activation – ‘Crash The Pepsi IPL’ (see case study).
https://www.activative.co.uk/2015/05/01/pepsi-asks-cricket-fans-to-crash-the-ipl/
Doritos Super Bowl partnership is part of parent company PepsiCo’s $1bn NFL partnership.
PepsiCo’s relationship with the league dates all the way back to the 1980s and the current package is a decade-long, multi-brand deal that includes Pepsi, Gatorade, Mountain Dew, Doritos, Frito-Lay, Quaker Oats and Tropicana.
Links
Doritos:
https://crashthesuperbowl.doritos.com/finalists
PepisCo:
NFL:
Super Bowl 50:
http://www.sfbaysuperbowl.com/#Turcb580vciHWotd.97
