The Doritos brand announces a last call for entries in this year’s “Crash the Super Bowl” contest. with contest submissions officially ending on Nov. 16, 2012. As part of this year’s competition, two finalist consumer-created spots ultimately will air during the Super Bowl broadcast. The finalist whose ad scores highest on the USA TODAYAd Meter rankings will be awarded the career-changing opportunity to work with acclaimed director Michael Bay on the next installment of the “Transformers” movie franchise, along with a shot at a $1 million bonus. The Super Bowl XLVII broadcast is set for Sunday, Feb. 3, 2013, on CBS.
Fans can submit their homemade Doritos ads on the new Crash the Super Bowl-branded app on the Doritos Facebook Page (www.facebook.com/DoritosUSA), which is designed to engage and socialize with consumers in a much broader way than ever before. The app features a “help make an ad” collaboration tool, allowing fans from all walks of life to interact with each other and assist with the creation of Crash the Super Bowl entries by requesting or offering up props, talent and other items contestants need to create their potentially winning ads. Now, anyone from any background can play a role in the creation of the next great Doritos masterpiece. The app also houses the traditional toolbox where Doritos logos, product shots, music and animations are available for download and use, as well as the gallery of all contest submissions where fans can view submissions and weigh in on their personal favorites.
Five finalist ads will be announced in January 2013, with two finalist consumer-created spots ultimately airing during the Super Bowl broadcast. One of those ads will be selected by America’s votes; the other by the Doritos brand team. Each of the five finalists will win $25,000 and a trip to New Orleans to attend Super Bowl XLVII in a private luxury suite at the game, where they will tune in to learn for the first time which consumer ads will compete for the top spot in the USA TODAY Ad Meter before a worldwide audience. Bonus prizing will be awarded, based on how each ad ranks on the USA TODAY Ad Meter:
- $1 million will be awarded for an ad that scores the No. 1 spot on the USA TODAY Ad Meter
- $600,000 will be awarded for an ad that scores the No. 2 two spot on the USA TODAY Ad Meter
- $400,000 will be awarded for an ad that scores the No. 3 spot on the USA TODAY Ad Meter
Created in 1989, USA TODAY‘s Ad Meter has been regarded as the most influential Super Bowl ad rating in the advertising industry. USA TODAY Ad Meter does not sponsor and is not affiliated with the contest.
- Pepsi will sponsor the Super Bowl XLVII Halftime Show in New Orleans on February 3, 2013, bringing Pepsi’s signature style of consumer engagement to pop culture’s biggest stage.