2011 Super Bowl wins and fails

  • 6 of 10
  • View as single page

"Crash the Super Bowl"

Brand: Doritos
Status: Win

Doritos #1Doritos #2Doritos #3Doritos #4

(Click to enlarge)

Doritos is always ahead of the pack digitally, but especially in social. Doritos Super Bowl strategy is to turn to budding videographers (and small studios just getting their start) to capture the desire and crunch.

It's a win in several ways. First, the ads, such as the one above, are very good. Second, the "Crash the Super Bowl" website showcases dozens of entries, which more or less guarantees that millions of people will waste whole minutes watching when they should be generating their weekly TPR reports. Third, the contest itself creates tremendous buzz in social media among both lay people and the opinion leading "creative class." All this in addition to no production costs makes for a brilliant ad campaign!

Why it's a win:

  • 5,600 submissions and 28 million YouTube page views (ThoughtPick)
  • Strong traffic every year to the web site
  • Consistently high rankings in the USA Today SuperBowl Ad Meter


Chloe Della Costa
Chloe Della Costa February 2, 2012 at 5:53 PM

Great article and excellent examples!