PepsiCo To Offer $1M In Consumer-Generated Super Bowl Ad Contest
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PepsiCo Offering Fans $1M Prize In
Consumer-Generated Super Bowl Ad Contest |
PepsiCo again will air a consumer-generated Doritos ad during Super Bowl XLIII, and the company is offering $1M if the winning 30-second spot claims the top ranking in USA Today's Super Bowl Ad Meter. Participants can upload their Doritos ads to www.snackstrongproductions.com from October 3 to November 16, and five finalists will be announced in January '09 (PepsiCo). The WALL STREET JOURNAL's McKay & Vranica report PepsiCo, by offering the prize, hopes to "dominate the months of pregame buzz, which many public-relations and ad executives say is far more valuable than winning the myriad Super Bowl ad polls." To top the ad polls, PepsiCo's consumer-generated ad would have to overtake Anheuser-Busch, which has "won the top spot for the past 10 years." McKay & Vranica note the offer is an effort to "raise the stakes" on a contest PepsiCo ran in '06, as Doritos marketers are "trying to revive the excitement they created" ahead of Super Bowl XLI with a contest "inviting consumers to submit their own 30-second ads." A Doritos exec in '07 said that the contest "generated $36[M] in free publicity for Doritos before and after the game," as two consumer-generated spots aired during the game, with one scoring 7.95 out of 10 in USA Today's Super Bowl Ad Meter and the other scoring 6.18. But Doritos "didn't have as much luck" with its contest for Super Bowl XLII. Doritos "asked people to submit original music for a chance to have their tune aired during the game," but the winning video "ended up lowest-ranked" on the USA Today poll with a 4.5 score. Even if none of five contest finalists win the ad polls next year, each "will still receive $25,000 and a trip to the Super Bowl" (WALL STREET JOURNAL, 9/24).
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