Frito-Lay is using music as the backdrop for a new promotion once again tapping consumer-generated content tied to the Super Bowl.
Doritos’ latest “Crash the Super Bowl” contest, which launched yesterday, asks people to submit original music for a chance to have their tune aired during Super Bowl XLII on Feb. 3. The chipmaker plans to show a 60-second video using the winning song as its Big Game ad buy.
Entrants submit videos and audio clips performing their song starting Oct. 25 to http://www.snackstrongproductions.com. On Dec. 10, a panel of judges will select 10 semi-finalists. Consumers in January will vote to determine the top three performers. Each performer gets $10,000 and a trip to Phoenix to attend the Doritos Super Bowl party.
Prior to the game, people will vote on the three finalists to determine a winner. The top vote getter, a band or individual singer who will be revealed during the Super Bowl, will have their video played during the game and earn a record deal.
Unlike Doritos’ previous “Crash the Super Bowl” competition, in which people created 30-second spots to air during last year’s game, entries don’t have to be about the brand, the company said.
“We are not looking for the new Doritos jingle, we are looking to entertain the fans we love during the Super Bowl with a great song and a great performance from any genre,” said Ann Mukherjee, vice president, marketing, Frito-Lay, in a statement.
Last year, people entered more than 1,000 videos in Doritos’ user-generated ad contest. Frito-Lay ran two of the spots from the contest during the game.
Doritos is using the promotion, in part, to appeal to young consumers who have a passion for music.
“Crash the Super Bowl is about so much more than just our product and music,” Doritos spokesman Jared Dougherty said. “The brand is all about empowering Doritos lovers and giving them access to the opportunities and experiences they dream about. Turning over our Super Bowl ad time is the best way for us to give Doritos lovers the ultimate stage to be discovered and potentially launch a career.”
Musicians can also share their songs with others via a MySpace page at http://www.MySpace.com/superbowlads. The site, created with Fox Sports, will let visitors view ads from the Super Bowl XLII broadcast, including the “Crash the Super Bowl” winner.
The promotion will be supported with online advertising, P-O-P and on-pack materials, the company said.
The Marketing Arm handles the overall concept development and in-store design elements, while Goodby Silverstein & Partners, Doritos’ ad agency is in charge of the Web site development and on-air execution. OMD manages media buying for the promotion, Davie-Brown is handling the record label details and Ketchum oversees PR and grassroots outreach.