Goal: Create a promotion that boosts relevance and awareness among the target consumer group. Doritos’ consumers live in a state of multi-sensory stimulation, anchored in constant multi-media connectivity. They are members of a young, technology-savvy group who have developed a respect for authentic messaging. This group exerts power and control by offering up their creativity, which in its purest form -- it's a reflection of themselves.

They want to showcase their creativity in a public forum and embrace online media as a place for self-expression. We sought to engage them where they are already creating.

The integrated campaign included: Online: Consumers had the opportunity to create a Doritos commercial to air unedited during the Super Bowl. While viral websites delivered the casting-call to Doritos enthusiasts, Crashthesuperbowl.com became the place where consumers could view and vote on the ads.

PR: Focused on generating awareness and driving traffic to CrashtheSuperBowl.com. The finalists became spokespersons for their creativity and the brand. In-store: Call-to-action on packaging and POS.TV: Voting was so close, two ads aired during the game. Following the game, Doritos aired the five finalist ads, kicking off the first consumer generated national ad campaign.