Doritos crowdsourced Super Bowl ad contest raises the stakes; winners could earn $5M

In the last Super Bowl, two unemployed brothers from Batesville, Ind., won Doritos' $1 million prize by finishing first in Ad Meter — and beating Madison Avenue's big-budget pros — with an ad about a guy who shatters a vending machine with his crystal ball after predicting free Doritos for everyone in the office. This time, Doritos is offering $1 million for placing first in Ad Meter; $600,000 for second and $400,000 for third. If the spots finish 1-2-3, each will get a $1 million bonus, for a total of $5 million in prizes. This is a new world where one person (online) can make a difference to millions," says Ann Mukherjee, group vice president of marketing at Frito-Lay. "If we can trust them with our brand, they become better ambassadors than we can ever be." Folks enter by uploading self-made spots at www.crashthesuperbowl.com from Sept. 21 to Nov. 16. Six finalists will be named in January, and online consumer voting will pick the three to air in the Super Bowl.
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