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

from the dorito-bowl dept

Thu, Sep 28th 2006 5:18am — Carlo Longino

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.

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15 Comments

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Sanguine Dream, 28 Sep 2006 @ 5:52am

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
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Anonymous Coward, 28 Sep 2006 @ 5:54am

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.
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Anonymous Coward, 28 Sep 2006 @ 6:21am

Re: How convenient...
but trying to get your fanbase to literally make your ads for you is damn near lazy

Lazy: Sure.
Efficient: Hell yes.
Smart: Hell yes.
Sneaky: I don't think so. Anyone contributing content is going to be well aware they are forfeiting their "rights" to it.
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Sanguine Dream, 28 Sep 2006 @ 8:19am

Re: Re: How convenient...
Maybe not sneaky in the manner of who owns the content but lets see if the marketing department has any layoffs or pay cuts to match the fact that would not be creating as much new ad content.
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Grumpy Old Man, 28 Sep 2006 @ 8:37am

Re:
Ok I know I am an old fart, and mostly out of touch with thr real world, but what the heck is a Jack/Tim event. I am sure this is something I should already know, and maybe I did but now I am old and forgetful.

GOM
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Lay Person, 28 Sep 2006 @ 9:06am

Makes sense to me
If I owned a product that relied on heavy marketing I'd try the same thing.

Make a contest for an ad; it saves money by not paying ad companies and chances are it will be more effective than the ad company because 275 million brains are better than a handful.
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just ®idiculous, 28 Sep 2006 @ 9:34am

passionate about doritos
there are definitely some fanatic passionate doritos fans in America
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Beefcake, 28 Sep 2006 @ 10:09am

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.
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jsnbase, 28 Sep 2006 @ 10:30am

Stupid Frito-Lay
I'm getting really tired of Frito-Lay telling me to do stuff.
"Mow my lawn. Wash my car. Make my Super Bowl ad."

Jerk. I need a salt-lick.
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John, 28 Sep 2006 @ 10:52am

What he meant
He meant the JACKson/TIMberlake event. I don't think it was presented in the best manner, trying to sound all cool about it made it just appear stupid.
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Lay Person, 28 Sep 2006 @ 12:49pm

Re: Re: #5
Yeah, trust me...you don't want to know what the Jack/Tim event is. It's lame and not worth the time or energy to discuss it any further.

Just trust me on this.
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Anonymous Coward, 28 Sep 2006 @ 12:49pm

Re: What he meant
In that case, it would be good for "F-L" (I want to be all cool like and make up new "shortnames" too)

F-L can easily say "we had nothing to do with that" and all advertising spawned by people passing it around will be good advertising.

It would be the greatest thing that could happen for them.
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freakengine, 28 Sep 2006 @ 1:24pm

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.
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Joe Herbert, 12 Jan 2007 @ 8:42am

Vote DUCT TAPE!
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 http://www.crashthesuperbowl.com — thanks you for blogging, I enjoyed your post about the contest. Joe Herbert.

http://www.jumpcut.com/view?id=79EA4040802C11DB8702266C9A2E700D

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!

Joe
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Benjamin Reynolds, 19 Mar 2007 @ 6:09pm

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!
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