Doritos are notorious for bringing big, bold, complex flavors to the snacking experience. Their competitors were outspending them 2 to 1 and recent Doritos messaging had been inconsistent.
Doritos needed to regain relevance and build awareness with their target in an unexpected way—ultimately changing the game.
Doritos needed to re-ignite passion in their fans.
For YA's to participate in advertising, it must be on their terms, where consumers have control. Due to 24/7 availability of unfiltered feedback, our target developed a desire for authentic messaging. They've embraced media as a forum for self-expression.
We created the Crash the Super Bowl (CTSB) contest where chip lovers were invited to create commercials about what the Doritos experience means to them.
Winner would debut ad on the world's largest advertising stage:
the Super Bowl! Influencing 90MM consumers and fueling massive PR.
Having your ad chosen to appear during the Super Bowl- utopia! ($2.6MM/:30 commercial)
CTSB spoke directly to Young Adults passions; user-generated content, tech trends and the Super Bowl.
Watching the Super Bowl is a "sacred ritual".
Participants had eight weeks to produce a video entry, panelists narrowed down five and the public voted. The five finalists received $10,000, a trip to THE GAME and immeasurable press coverage.
The final video chosen as America's favorite aired as a Doritos commercial during the Super Bowl XLI broadcast. LI Doritos core target actively pursues personalized content. Yahoo!, YouTube and MySpace, delivered the casting-call for entries.
• Press generated $1billion+ impressions (worth over $35MM)
• 925,000 unique visitors viewed 1,070 video submissions 3MM times
• January sales increased 12% vs. YAG
• Winning video "Live the Flavor," ranked #4 on USA Today's Super Bowl Admeter, won YouTube's Super Bowl Challenge and earned a complimentary placement on YouTube homepage worth $150,000
