A new campaign from Frito-Lay and the National Football League is encouraging households to demonstrate their gridiron game-day devotion and prove that they are, in fact, the NFL’s “most fanatical family.” And the sponsoring brands are prepared to reward that enthusiasm with a trip for six to Miami to enjoy Super Bowl XLIV from a VIP suite in Dolphin Stadium.
The “Calling All Families” promotion is asking entrants to submit a photo of their families and/or friends in full-on football mode—decked out in NFL gear, or demonstrating their best game faces, or just in position around the tube with snack supplies at the ready.
Entrants can upload their original, unretouched photo to a microsite after registering with their e-mail address, their NFL team of choice and their favorite Frito-Lay snack.
At the same time, entrants must submit a written essay of 100 words or less describing exactly what specific behavior or traditions make their group the NFL’s “most fanatical family.” Submissions will be accepted until midnight Oct. 5, 2009. A judging panel from administrator Project Support Team will then select up to 50 photo-essay entries for advancement to the next round. Finally a separate panel of judges chosen by Frito-Lay and the NFL will choose up to 8 entries for the semi-finalist stage some time after Oct.19.
Those semi-finalist families will get to have their fanaticism recorded by NFL Films and posted to the CallingAllFamilies.com microsite. The films will be divided into two groups of four, and beginning Dec. 1, 2009, site visitors will have the chance to view them all, then vote for one favorite among each of the two groups per visit. Popular vote during this “conference round” ending Dec. 15 will determine the two finalist videos.
The “Super Bowl” voting round will commence on Dec. 16 and continue to midnight on Jan. 3, 2010. Whichever of the two finalist videos gets more online votes during that period will be named the grand prize winner. Only the entrant who submitted content to the game will win a prize.
Frito-Lay and the NFL will support the “Calling All Families” contest with radio and print ads and point-of-sale displays in more than 20,000 grocery, mass-merchandise and dollar stores, featur8ing the Tostitos, Doritos and lay’s brands in the promotion.
“We’re thrilled to celebrate the fans whose enthusiasm for the NFL and their favorite teams brings their families together and helps make NFL games so fun,” Frito-Lay vice president and general manager of customer strategy Jason McDonell said in a release.
Frito-Lay North America is the snack-food division of PepsiCo. For the past several years, the business unit has run user-generated Super Bowl ad contests that have garnered widespread attention on Game Day.