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Doritos

Doritos. Crashing the Super Bowl By: Brendon Gilbert, Billy Quinn, Sergio Cirina. Overview. Basics of Doritos contest Doritos Strategy 2007 Finalists 2009 Twist and Finalists. The Basics. Third consecutive contest Consumers submit 30 second Doritos ad

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Doritos

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  1. Doritos Crashing the Super Bowl By: Brendon Gilbert, Billy Quinn, Sergio Cirina

  2. Overview • Basics of Doritos contest • Doritos Strategy • 2007 Finalists • 2009 Twist and Finalists

  3. The Basics • Third consecutive contest • Consumers submit 30 second Doritos ad • Consumers vote on favorite created ad • Winning ad shown during Super Bowl

  4. Doritos Strategy • Not done for cost saving • Significant investment in infrastructure • Consumers participate in the brand • Return on a Super Bowl measured in months of engagement • Promoted for 5 months leading up to the Super Bowl

  5. 2007 Finalists Live The Flavor Mouse Trap Duct Tape

  6. 2009 Twist If winning ad takes #1 on USA TODAY ad meter, creator awarded $1,000,000

  7. 2009 Continued • Submissions started in September, 2008 • Over 2000 entries • Whittled down to 5 finalists • Voting ends Sunday before the Super Bowl • Top two have nearly 110,000 views so far

  8. 2009 Finalists Power of the Crunch New Flavor Pitch Free Doritos!

  9. Questions?

  10. “Crashing the Super Bowl” York, Emily. "Doritos Wants 'Crash the Super Bowl' Spot to Hit No. 1." Advertising Age. 23 January 2009. 25 Jan 2009 http://adage.com/superbowl09/article?article_id=134063 "Doritos Presents : CRASH THE SUPER BOWL." Crash the Super Bowl. 25 Jan 2009 http://www.crashthesuperbowl.com/#/home/

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