Saturday, September 12, 2009

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 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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