Doritos Issues Last Call for Consumer-Created Ads Vying for a Once-in-a-Lifetime Opportunity
Deadline for Groundbreaking Contest Quickly Approaching; Would-Be Ad Makers Now Have Two Chances at $1 Million Bonus Prize
The Doritos brand today announced a last call for entries in this year’s “Crash the Super Bowl” contest. Fans have less than two weeks remaining to get in on the action and submit homemade ads that share their love for Doritos tortilla chips before submissions officially close on Nov. 21, 2011. One lucky fan finalist will have the chance to see his or her ad air during the Super Bowl XLVI broadcast and win the most life-changing contest grand prize to date: a guaranteed opportunity to work on a future Doritos project with one of the hottest entertainment teams in the industry today – the award-winning trio of Andy Samberg, Akiva Schaffer and Jorma Taccone that make up The Lonely Island.
The Lonely Island also will create a Doritos ad that will air during the Super Bowl XLVI broadcast, going head-to-head with the winning consumer-created spot. And in an exciting new twist, both the consumer-created ad and the spot created by The Lonely Island will now have two chances to win the $1 million bonus prize. If the consumer-created Doritos ad scores No. 1 on either the traditional USA TODAY Ad Meter or the recently announced USA TODAY Facebook Super Bowl Ad Meter, its creator will win a $1 million bonus; if The Lonely Island scores No. 1 on either Ad Meter, Doritos will donate $1 million to the Berkeley Unified School District. Super Bowl XLVI is set for Sunday, Feb. 5, 2012, on NBC.
The traditional USA TODAY Super Bowl Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite. Created in 1989, it has been regarded as the most influential Super Bowl ad rating in the advertising industry. The recently announced USA TODAY Facebook Super Bowl Ad Meter allows consumers for the first time to view and vote on the ads, see how other people rank the ads and share their favorites with Facebook friends. The USA TODAY Facebook Super Bowl Ad Meter consumer ratings will take place via an application hosted on Facebook and USATODAY.com, both online and via mobile.
Since Crash the Super Bowl launched on Sept. 27, 2011, the Doritos brand has received numerous creative entries from its fans. With just two weeks left before submissions officially close, consumers are encouraged to upload their :30 commercials to www.crashthesuperbowl.com to be considered for the coveted spot that can change the life of one lucky Doritos fan. To help entrants amp up their creative masterpieces, the site also houses a toolbox where Doritos logos, product shots, pre-licensed music and animations are available for download and use. In addition, the site is loaded with tips on creating a winning Super Bowl ad from last year’s Crash the Super Bowl winners, JR and Tess Burningham who are serving as special advisers to consumers this year.
Five finalist ads will be announced in January 2012. Then it will be up to fans to vote for their favorite consumer-created ad online and determine the winning Doritos spot. Each of the five finalists will win $25,000 and a trip to Indianapolis to attend Super Bowl XLVI in a private luxury suite at the game, where they will tune in to learn for the first time which consumer ad will compete for the top spot in both of the USA TODAY Ad Meter rankings before a worldwide audience. Bonus prizing will be awarded, based on how each ad ranks on the USA TODAY Ad Meters:
$1 million will be awarded for an ad that scores the No. 1 spot on either the USA TODAY Ad Meter or the USA TODAY Facebook Super Bowl Ad Meter
$600,000 will be awarded for an ad that scores the No. 2 two spot on the USA TODAY Ad Meter or the USA TODAY Facebook Super Bowl Ad Meter
$400,000 will be awarded for an ad that scores the No. 3 spot on the USA TODAY Ad Meter or the USA TODAY Facebook Super Bowl Ad Meter
The winning consumer finalist and The Lonely Island are only eligible to receive one cash bonus prize and the amount will be determined by the Ad Meter in which the commercial receives the highest spot. If awarded to a consumer winner, this potential cash prize can help fund future projects and make dreams come true. If The Lonely Island is awarded a bonus prize, it will be donated to the Berkeley Unified School District. More details about the challenge are available at www.crashthesuperbowl.com. USA TODAY Ad Meter does not sponsor and is not affiliated with the contest.
Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. To learn more about Doritos, visit its website at www.doritos.com or on Twitter at www.twitter.com/DoritosUSA.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses — Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola — also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
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SOURCE Frito-Lay North America