Doritos Extreme Crowdsourcing
PepsiCo fired its ad agency for the Doritos brand after a couple of amateurs made an ad that took the top spot at last year’s Super Bowl. The ad cost a whopping $2,000 to make and they awarded the creators $1 million dollars. Far less than they would have paid the Madison Avenue seasoned veterans.
The concept is called â€œcrowdsourcingâ€ and this year Doritos is taking it to the next level. If fan-produced ads take the top three spots at Super Bowl XLIV, they will award $5 million to the creators.
Of course, they still have someone working on their marketing, because the contest has a killer website where you can view fan videos, get tips from last yearâ€™s winners, download branding and submit your own spot.
This is a brilliant way to build brand loyalty — get your customers to make the brand their own. They tell their friend and family to vote/watch and it spreads like Facebook.