Frito-Lay loves the response its “Crash the Super Bowl” crowdsourced ads get for Doritos when they run during the Big Game every year, but the brand isn’t resting on its laurels. For Super Bowl XLVIII on February 2, the PepsiCo snack house is expanding the program in two important ways.
In its eighth year of the highly successful “Crash” campaign, Frito-Lay plans to open the contest to would-be commercial creators from around the world, all 46 national markets where the 70 varieties of Doritos are sold, eliminating its previous restriction to the United States. Since it began in 2007, the annual contest has invited only American consumers to create and submit 30-second homemade ads celebrating their love of Doritos.
And the ad with the most consumer votes online not only will run during the Super Bowl on Fox from Met Life Stadium but also will garner for the first time a huge cash prize for the creator: $1 million. Plus, that winner and the creator of the ad that Doritos selects as its favorite, which also will run during the game, will have the opportunity to work with Marvel Studios on the set of the next Avengers sequel.[more]
“We’ve gotten lots of requests from consumers outside the US” to submit ads, Ann Mukherjee, Frito-Lay’s CMO, told brandchannel. “And it’s come to a point where [‘Crash’ has] gotten large enough that we feel it’s time to go global.”
Mukherjee explained at least a couple of reasons why Frito-Lay is going international with the campaign right now. “Think of the digital space and how it has evolved,” she said. “Plus, it seems teens can be more global citizens than they are citizens of their countries. It’s time.”
Doritos ads typically have been among the highest-rated and most buzz-creating spots from the Super Bowl over the last several years. And Mukherjee noted that, since Super Bowl XLVII, Doritos has gained five points of share in its market segment.
“It makes a difference for our business,” she said. “And it’s a great way to build a brand.”
This year’s tie-in with Avengers is especially appropriate, she said, because the Marvel movie franchise is such a strong global property. And increasingly, for that matter, so is the Super Bowl, which now airs in more than 230 countries and in many languages. Social media and other digital wonders ensure unprecedented communications before, during and after game day among game and brand fans and customers, and the brands themselves.
“The Super Bowl has become a global stage, not just an American stage,” Mukherjee said. “Think about how the world is evolving; it’s kind of cool that it’s all coming together and we can take advantage of it for the Doritos consumer.”