Having spent a solid few years down in Tejas there's nothing I don't love about a spicy chip. Great with dips (all seven layers, please), inside breakfast tacos, with chili, at a backyard BBQ, on a seemingly endless roadtrip... So I was more than excited to be brought on board to support some of our good agency friends by implementing social public relations and influencer marketing around Doritos annual crowdsourced video competition, Crash the Super Bowl.
A pioneer in the curation and elevation of user generated video, this Doritos contest invites consumers to submit their homegrown Doritos video commercials for a chance to win a coveted on-air timeslot during the Super Bowl (remember Pug Attack from last year? See below. I'm a French Bulldog girl myself, but ma-jor). [youtube=http://www.youtube.com/watch?v=hpjaOUjUPUc]
This year, in a surprising and awesome contest twist, the winning commercial will go head to head with the guys from Lonely Island (yup, those guys). The commercial that scores the best on USA Today's Ad Meter scores $1 million. Either way, the winner is guaranteed to create a future commercial with Andy and the gang.
This twist is a pretty prime example of how a brand can continue to take a platform and reinvent it year on year, without spinning the proverbial wheel. Sometimes the best 'innovations' are merely tweaks of an original concept.
Pretty cool stuff. Excited to be involved. Stay tuned for more CTSB action later this year and for the winning commercial when the Jets play someone on February 5, 2012 (and her MADGESTY performs at halftime!)