by David Weiner
The NFL is back, fans are loving it, and Doritos is upping the Crash the Super Bowl ante. Doritos has looked to evolve the contest this year in a way that continues to raise the stakes, build on the consumer experience and respond to what fans are looking for from Doritos.
Last year's Crash the Super Bowl winners JR Burningham and Tess Ortbals kick off the this year's contest in Time Square
Today the brand kicked off the next version of the groundbreaking Crash the Super Bowl program with 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.
Consumers that enter the contest have shared that they have dreams of building a career in film, television or online content…essentially a Hollywood success story. Making it in Hollywood is extremely tough, and it is difficult to open the doors of opportunity that lead to the big time, which is what the brand kept in mind as it developed this year’s program.
As in previous years, consumers are invited to create homemade Doritos ads. Then it’s up to America to vote for the lucky fan finalist who will have the opportunity to see their ad air during the big game, as well as win the grand prize… a once in a lifetime opportunity. In one of the contest’s most unique twists to date – The Lonely Island will also create a Doritos ad that will air during the Super Bowl broadcast, going head-to-head with the winning consumer-created spot. If the consumer-generated Doritos ad scores No. 1 on the USA TODAY Ad Meter, its creator will win a $1 million bonus; if The Lonely Island Doritos ad scores No. 1 on the USA TODAY Ad Meter, Doritos will donate $1 million to their charity of choice.
Doritos is Super excited to see what its fans have in store this year. Join the competition, maybe you can Crash the Super Bowl!
