Doritos’ “Crash the Super Bowl” Contest: A Fan-Driven Marketing Masterclass

Doritos’ “Crash the Super Bowl” contest is a remarkable case study in innovative marketing.

By inviting fans to create and submit their own commercials, Doritos transformed its advertising approach, achieving significant brand visibility and engagement.

This contest not only produced top-tier ads but also built a strong community connection, showcasing the power of consumer-driven content.

Engagement Through Innovation: The Success of Doritos’ “Crash the Super Bowl” Contest

This week’s Skillman Video Group “Video of the Week” highlights a standout advertisement from Doritos that not only aired during Super Bowl XLV but also achieved top honors, tying for first place in the USA Today ad meter.

This ad was notably unique as it was conceived not by a professional advertising agency, but by a fan, as part of the Frito Lay “Crash the Super Bowl” contest.

A Contest of Creativity and Engagement

The “Crash the Super Bowl” contest is an annual event inviting fans to create their own commercials for Doritos, with the winning entries earning a coveted spot during one of the most-watched TV events of the year.

This year, thousands of entries were submitted, but only six—three for Doritos and three for Pepsi Max—made it to the national broadcast.

Strategic Marketing Genius

The real brilliance of the contest lies in its marketing strategy.

By allowing consumers to engage directly in the advertisement creation process, Doritos effectively builds a personal connection with its audience.

This not only keeps the product top-of-mind as participants watch and vote on entries but also fosters a strong sense of community and involvement.

Cost-Effective Advertising

One of the most significant advantages for Doritos through this contest is the ability to produce a highly effective commercial without the extravagant costs typically associated with Super Bowl ads, which often feature expensive special effects and celebrity endorsements.

This approach allows Doritos to allocate resources more efficiently while still achieving significant brand visibility.

Viral Marketing and Organic Reach

Participants in the contest are motivated to share their creations widely to garner votes, typically posting their videos on platforms like YouTube and promoting them on social media sites such as Facebook.

This organic spread of content significantly amplifies the reach of Doritos’ marketing campaign, as every share and like increases visibility without additional expenditure from the company.

The Ripple Effect of Social Sharing

The contest naturally stimulates widespread conversation about Doritos and Pepsi Max.

Contestants discuss their ideas widely, encouraging friends and family to view and support their submissions. This grassroots level of promotion results in a ripple effect, where entries gain views and traction, further propelled by networks of personal connections across social media.

Anticipation and Excitement Build-Up

The anticipation of seeing which advertisement will make it to the Super Bowl broadcast adds an exciting competitive element to the contest.

This anticipation keeps participants and viewers engaged throughout the campaign period, culminating in a collective viewing experience during the Super Bowl that enhances the communal spirit of the event.

Frequently Asked Questions

What is the “Crash the Super Bowl” contest by Doritos?

The “Crash the Super Bowl” contest is an annual competition where Doritos invites fans to create their own commercials.

The winning entries are then aired during the Super Bowl, one of the most-watched TV events.

This contest allows fans to engage directly with the brand, fostering creativity and community involvement while generating high-quality, crowd-sourced advertisements.

How does the contest benefit Doritos in terms of cost-effectiveness?

By crowdsourcing advertisements from fans, Doritos significantly reduces the production costs typically associated with high-profile Super Bowl commercials.

Instead of spending on special effects and celebrity endorsements, the brand leverages the creativity of its consumers.

This approach not only cuts costs but also produces authentic, relatable content that resonates well with a broad audience.

What role does social media play in the success of the “Crash the Super Bowl” contest?

Social media is crucial for the contest’s success.

Participants share their video submissions on platforms like YouTube, Facebook, and Twitter to garner votes and visibility. This organic promotion amplifies the reach of Doritos’ marketing campaign, as each share, like, and comment increases the video’s exposure.

The social sharing aspect creates a ripple effect, expanding the campaign’s impact without additional advertising spend.

How does the “Crash the Super Bowl” contest enhance audience engagement?

The contest enhances audience engagement by involving consumers directly in the creative process.

Fans are not just passive viewers but active participants who create, submit, and promote their ads. This engagement builds a personal connection with the brand, keeping Doritos top-of-mind as participants and viewers eagerly follow the contest.

The excitement of potentially seeing their ad on the Super Bowl broadcast further boosts engagement.

What impact does the anticipation and excitement of the contest have on its success?

The anticipation and excitement surrounding the contest contribute significantly to its success.

As fans await the announcement of the winning ads, they stay engaged with the brand throughout the contest period. This excitement culminates in the Super Bowl broadcast, where millions tune in not only for the game but also to see the fan-created commercials.

This collective viewing experience enhances the communal spirit and reinforces the brand’s connection with its audience.