The Doritos brand has kicked off the Crash the Super Bowl program with the contest grand prize: an opportunity to work on a future Doritos project with one of the hottest entertainment teams – the award-winning trio of Andy Samberg, Akiva Schaffer and Jorma Taccone that make up The Lonely Island.
As in previous years, consumers are invited to create homemade ads for Doritos, one of the marquee brands from PepsiCo’s Frito-Lay division.
It is then up to America to vote for the lucky fan finalist who will have the opportunity to see their ad air during The Big Game, as well as win the grand prize career opportunity.
The Lonely Island will also create a Doritos ad that will air during the Super Bowl XLVI broadcast, going head-to-head with the winning consumer-created spot.
If the consumer-generated Doritos ad scores No. 1 on the USA TODAY Ad Meter, its creator will win a $1 million bonus; if The Lonely Island Doritos ad scores No. 1 on the USA TODAY Ad Meter, Doritos will donate $1 million to their charity of choice. The Super Bowl XLVI broadcast is set for Sunday, Feb. 5, 2012, on NBC.
Participants can enter this year’s Crash the Super Bowl contest by uploading: 30 commercials that share their love for Doritos tortilla chips to www.crashthesuperbowl.com from Oct. 3, 2011, to Nov. 21, 2011.
Five finalist ads will be announced in January 2012. Then it will be up to fans to vote for their favorite consumer-created ad online and determine the winning Doritos spot.
Each of the five finalists will win $25,000 and a trip to Indianapolis to attend Super Bowl XLVI in a private luxury suite at the game, where they will tune in to learn for the first time which consumer ad will compete for the top spot in the USA TODAY Ad Meter before a worldwide audience.
Bonus prizing will be awarded, based on how each ad ranks on the USA TODAY Ad Meter.
Photo courtesy: Frito-Lay