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

Indigo, CIBC and Scene react to loyalty program data

Canadian Loyalty Report suggests more programs per consumer, but less activity

Modern Family takes product placement to the next level

ABC works the National Association of Realtors into the plot of the popular sitcom

Three ways brands must evolve to engage female influencers

Marketers need to recognize the shift from bloggers to creators says agency president

Nintendo moves its PR account to Craft Public Relations

The consumer electronics and software company to shift its communications focus

4 reasons why Aeropostale lost its cool with shoppers

Teens returned to their favourite brands after the recession, Aeropostale couldn't compete

Boston Pizza drafts hockey fans for media photo ops

Chain uses Facebook and the NHL Draft Lottery to to connect with fans and media

Fairmont Hotels puts a focus on employees in new art exhibit

Luxury hotel chain uses staff from around the globe to help tell its brand story

President’s Choice connects haute cuisine and high chairs

Loblaw-owned brand launches Babylicious to provide parents the ultimate dinner date

Marketing Awards 2016: Design jury and shortlist

The final shortlist is revealed in the lead-up to the June gala