Doritos' "Crash the Super Bowl"

"Doritos' Crash the Super Bowl" was a highly successful and innovative marketing campaign by Doritos, the popular snack brand owned by Frito-Lay, a subsidiary of PepsiCo. The campaign ran for several years and involved user-generated content and a competition that allowed consumers to create their own Doritos commercials for a chance to have them aired during the Super Bowl, one of the most-watched television events in the United States.

Key elements and concepts associated with Doritos' "Crash the Super Bowl" campaign:

1. User-Generated Content: The campaign encouraged consumers to create and submit their own Doritos commercials. This approach tapped into the creativity and enthusiasm of Doritos fans, turning them into content creators for the brand.

2. Competition: The user-generated commercials were part of a competition. Consumers could submit their entries, and the best entries, as determined by a panel of judges and/or public voting, had the chance to be featured as Doritos' Super Bowl commercials.

3. Super Bowl Exposure: Having a commercial featured during the Super Bowl is a significant achievement in the advertising world due to the massive viewership of the event. It offered winners widespread exposure and an opportunity to reach a vast audience.

4. Engagement: The campaign created high levels of engagement and excitement among consumers, who eagerly participated by creating and sharing their commercials, as well as voting for their favorites.

5. Humor and Creativity: Doritos commercials are often known for their humor and creativity. The campaign encouraged entrants to embrace these elements, resulting in entertaining and memorable commercials.

6. Prizes and Incentives: Winning entries typically received cash prizes and other incentives, further motivating consumers to participate.

7. Social Media Integration: The campaign effectively utilized social media platforms to promote user-generated content, engage with consumers, and encourage sharing and voting.

8. Legacy: "Crash the Super Bowl" became one of the most iconic and enduring Super Bowl ad campaigns, running for over a decade. It set a precedent for involving consumers in the creation of Super Bowl commercials.

The "Crash the Super Bowl" campaign was widely regarded as a groundbreaking example of user-generated content and crowd-sourced advertising. It not only generated a great deal of buzz and excitement around Doritos but also paved the way for other brands to consider involving consumers in the creative process of their marketing campaigns. The campaign's legacy and impact on the advertising industry were significant.