Frito-Lay Calls On Consumers To Make The Next Great Super Bowl Ad

from the dorito-bowl dept

We’ve written before about the challenges marketers face in getting their messages across in today’s media-rich environment, and how one strategy for success is to create marketing campaigns that get people to pull in ads, rather than just passively accept what’s shoved at them. An extension of this is to get consumers to do your advertising for you, by giving them a platform and worthwhile motivation to do so — like Frito-Lay is doing by running a contest that will run a user-generated TV commercial during the Super Bowl. While something like Doritos probably isn’t a brand that a lot of people feel particularly passionate about, the opportunity to have an ad run during the highest-profile TV event of the year should garner a lot of interest and attract a lot of entries. All too often, when marketers talk about interactive advertising, the extent of the interactivity is watching a video or clicking on a Flash ad. But new media allow for real interactivity, which means things flowing in both directions. Smart marketers are taking advantage of this, by offering users interactive platforms that aren’t focused on cramming a marketing message down their throat, whether it’s giving them the chance to make a Super Bowl ad, or by playing a game with their cell phone . Traditional advertising simply hopes that users will absorb a message they’re exposed to, or remember a brand. But new media lets advertisers use interactivity to hold people’s attention and create an extended experience that’s more likely to stick in their mind.

Rate this comment as insightful
Rate this comment as funny
You have rated this comment as insightful
You have rated this comment as funny
Flag this comment as abusive/trolling/spam
You have flagged this comment
The first word has already been claimed
The last word has already been claimed
Insightful Lightbulb icon Funny Laughing icon Abusive/trolling/spam Flag icon Insightful badge Lightbulb icon Funny badge Laughing icon Comments icon

Comments on “Frito-Lay Calls On Consumers To Make The Next Great Super Bowl Ad”

Subscribe: RSS Leave a comment
Sanguine Dream says:

How convenient...

They get a few hundred thousand entries. One will be declared the winner. All entries will become the property of FritoLay. So basically the ad department of FritoLay will be able to reshoot the losing entries and make “new” ads out of them. I’m all for crowd participation but trying to get your fanbase to literally make your ads for you is damn near lazy

Anonymous Coward says:

my only question is what happens to the “questionable” ads? i mean if a Jack/Tim event happens and the ad gets out on the net, how damaging could it be for F-L? sure the idea is great, but you’ll have the people who don’t like the product or those who have a very different approach to reality that’ll make commercials to. F-L should have a nice defense strategy sitting in the back, or at least have some ideas kicking around.

Beefcake says:

Re: Makes sense to me

Imagine the power of 275 million brains, all focused on one problem. Is this noble endeavor to find solutions to war, crime, and disease?

Nope, we’re going to harness this awesome power to sell ourselves over-engineered pressed corn food product with the nutritional equivalent of a salt-lick.

For some reason I don’t feel much like celebrating this brave new world this morning.

freakengine says:

Why not?

Ever try breaking into the commercial-making biz? This is sorta like a big job application, isn’t it? The way I see it, it’s a win-win scenario. Imagine getting your spot on during the superbowl. Sure, you won’t make anything off it in the short term, but long term…well, it’s up to you. If I were a small agency, I’d have some of my people working on this right now.

Joe Herbert (user link) says:


Hello, I was part of the team that created DUCT TAPE, a current top five finalist in the Doritos Super Bowl Commercial contest. We’re honored to be in this position, as first time TV commercial makers we’re up against some pros… and we’re asking people to please support us by casting their vote for DUCT TAPE at — thanks you for blogging, I enjoyed your post about the contest. Joe Herbert.

I think it was a tremendous opportunity for us, my brother and I have never done a commercial before, and we have been recently working to try and break into the business filmmaking. Doritos and Frito-Lay are clear winners, but we were more than happy to enter, and they have been very good to us! Now if only we can win, even better. I enjoyed reading this blog, and all the comments… hopefully you guys can rally behind us and cast a vote for duct tape. At least I’m out here in the trenches with you!


Benjamin Reynolds says:

New Idea for large profits!

I am not here for any ads , but I have an idea for dip
sales that will spread like wildfire if anyone is interested! If not, I can give you a week and if I don’t hear from you , I can go to the next dio makers with my idea! I come up with ideas all the time but just thought this time, it will definately sell! But not revealing it till I get a serious taker! Thank you!

Add Your Comment

Your email address will not be published. Required fields are marked *

Have a Techdirt Account? Sign in now. Want one? Register here

Comment Options:

Make this the or (get credits or sign in to see balance) what's this?

What's this?

Techdirt community members with Techdirt Credits can spotlight a comment as either the "First Word" or "Last Word" on a particular comment thread. Credits can be purchased at the Techdirt Insider Shop »

Follow Techdirt

Techdirt Daily Newsletter

Techdirt Deals
Techdirt Insider Discord
The latest chatter on the Techdirt Insider Discord channel...