Doritos Superbowl
More Superbowl consumer generated ideas, this time for Doritos (in partnership with Yahoo and Jumpcut). Unlike the requirements of the NFL, where you had to turn up and pitch , you have to upload the video for this competition, which means you’ll need better technical skills then just telling a story. But agian you waive all rights to the idea and story that you tell, with everything going to Doritos. The resulting finalists are all OK, nothing that really stood out for me; they could have been produced by any ad agency. I’ve voted for checkout girl as that is the only one that I laughed instead of smirked at. Each of the 5 winners on the main page has already won $10k and a trip to Miami and the grand prize winner is guaranteed to be shown in the Superbowl, apparently in the format submitted and not re-shot. this is better that the rules for the NFL, who did not promise to actually make and air the slot.
Are there more of these out there? There’s the Dove Oscar commercial, but the Superbowl does appear to be a favourite this year. I’m still ambivalent over these competitions, a lot of the time I’m thinking that this is a replacement for real engagement with the customer. ‘Give them a UGC contest’, that’s all they need’. Will they do this and then crawl back behind the drawbridge until the one item next year or are they really indicative of listening to the customer.
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POSTED IN: Consumer Packaged Goods, Engaging the Customer, User Generated Content, Video Content
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