PepsiCo To Offer $1M In Consumer-Generated Super Bowl Ad Contest
 |
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).
|
Related Stories By Company
|
Related Stories By Sport
|
Crosby's Endorsement Future Looking Bright
March 5, 2010 :
SportsBusiness Daily
Gatorade Ends Deal With Tiger Woods
March 1, 2010 :
SportsBusiness Daily
Coca-Cola SB Plans Include Social Media
January 28, 2010 :
SportsBusiness Daily
PepsiCo Extends Dew Tour Title Deal
January 25, 2010 :
SportsBusiness Daily
Vancouver Games See Less Ambush Marketing
January 18, 2010 :
SportsBusiness Daily
|
Metrodome To Get New Turf, Remodeled Offices
March 19, 2010 :
SportsBusiness Daily
49ers Allegedly Cut Ties With GM McCloughan
March 19, 2010 :
SportsBusiness Daily
Jets' Owner Says He Trusts Goodell
March 18, 2010 :
SportsBusiness Daily
McCloughan May Step Down As 49ers GM
March 18, 2010 :
SportsBusiness Daily
Jags' Ticket Renewal Numbers Improve
March 18, 2010 :
SportsBusiness Daily
|
|
