SBD/September 19, 2012/Marketing and Sponsorship

Winner Of Doritos' Crash The Super Bowl Promo Gets Hollywood Movie Job

Doritos today will announce "plans to seriously boost the booty in its seventh annual Crash the Super Bowl contest," as the brand will "link up with one of Hollywood's most successful directors, Michael Bay," according to Bruce Horovitz of USA TODAY. The consumer who "creates the top-ranked Doritos commercial aired during the Super Bowl -- as determined by USA Today's Ad Meter consumer poll of best-liked Super Bowl commercials -- wins the chance to work with Bay on the next installment of the 'Transformers' movie franchise, to be filmed in 2013." With the promo, Doritos "aims to not only break through the Super Bowl clutter, but to add another notch to its history of generating top Super Bowl spots." If a Doritos spot "tops USA Today Ad Meter, the creator also wins $1 million." Five finalists for the Crash the Super Bowl contest "will be announced in January." Fans will then "vote online for their favorites." The top two "will be broadcast during the game" (USA TODAY, 9/19).
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