Consumers had the opportunity to create a Doritos commercial to air unedited during the Super Bowl.We focused on “Makers,” including film schools, networking sites and colleges; and “Watchers,” who would view and vote for their favorite ad. While user-generated viral sites delivered the casting-call to Doritos enthusiasts, Crashthesuperbowl.com became the place where consumers could view and vote on the ads.

The finalists became spokespersons for their creativity and the brand. Voting was so close, two ads aired during the game. Following the game, Doritos aired all five finalist ads, kicking off the first consumer generated national ad campaign.

On the Doritos/Yahoo! Website, the 1,070 user-generated spots were viewed more than 3 million times and garnered 2.5 million page views. The contest winner, “Live the Flavor,” ranked No. 4 on USA Today’s Admeter, one of the highest ever for Frito-Lay and PepsiCo. The commercial also won YouTube’s Super Bowl Challenge. It was viewed more than one million times during the contest, earning a complimentary placement on YouTube’s home page worth $150,000.

In terms of PR, the program generated more than 1 billion media impressions and over $35 million in ad equivalency.