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Thursday
October 11, 2007
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I Tune: Consumer's Song To Be Featured In Doritos Super Bowl Ad

Frito-Lay has bought 60-seconds of ad time “worth more than $5[M]” during the first quarter of Fox’ February 3 telecast of Super Bowl XLII, and it will run a spot for Doritos that will feature a consumer's original song that is the winner of an online contest, according to Theresa Howard of USA TODAY.  Doritos ran two fan-generated ads on last year's Super Bowl broadcast on CBS, but unlike last year's competition, "where the video had to be a do-it-yourself Doritos commercial, the tunes don't have to be about any Frito-Lay brand."  This year's contest, dubbed “Crash The Super Bowl,” will launch on October 25, and entrants must submit an audio-video clip of their song in the “Crash” area of snackstrongproductions.com, “a ‘Second Life’-inspired Web environment where customers can also suggest new Doritos flavors, play games and other activities.” Beginning the contest in October "enables Frito-Lay to leverage a Super Bowl ad buy into a three-month online interaction with customers.”  Frito-Lay and Goodby Silverstein & Partners will then “create a music video of the winning song." The company also “is negotiating for a recording deal for the winning song.” Goodby Silverstein co-Chair Jeff Goodby said of fan-generated ads, “This has become a little bit of institution. People will look forward to it again” (USA TODAY, 10/11).

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