Crash1

Doritos’ Crash the Super Bowl returns to Canada

Brand invites fans to create their own TV spot for a shot at $1 million

Doritos’ “Crash the Super Bowl” competition is back in Canada for a second year, and this time Canadians will get a better shot of winning the grand prize.

Since its inception in 2007, the PepsiCo snack line has invited consumers to create and submit 30-second commercials demonstrating their love of Doritos brand for a chance to see their spot broadcast during the Super Bowl.

Last year marked the first time the contest was open to fans outside the U.S., resulting in more than 5,400 entries from 30 countries.

There’s a little extra incentive for Canadians to enter this time as a result of a few new rules. This year, entries are guaranteed to be spread out across the globe, giving foreign entries a better chance of winning. Half of the 30 semi-finalists have to be from countries outside the U.S., as do five of the ten finalists.

Last year, three Canadians made the semi-finals but never cracked the top ten.

“We know incredible content comes from anywhere – it knows no geographical borders,” said Susan Irving, director of marketing for PepsiCo Canada. “Last year, we saw firsthand the creativity fans around the globe brought to the contest when it went global for the first time.

“We see consumer engagement as an ongoing opportunity to create a true dialogue with consumers and allow them to play a role in how a brand evolves. This can take a variety of forms, and the Crash the Super Bowl contest is just one example of how we are using consumer engagement to allow our fans to put their personal stamp on the brand.”

A panel of judges, including Doritos executives and advertising pros, will choose the top ten ads. Two spots will air during Super Bowl XLIX — one selected through online votes oat Doritos.com and the other by the Doritos brand.

The creator of the ad with the most total votes will receive US $1 million and the opportunity to work as a contractor at Universal Pictures for a year.

The winning ads will be announced at Super Bowl XLIX, which takes place on February 1, 2015.

Brands Articles

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects