iMedia 25 - 2012 Brands Pioneering Online Video

These days, there's no shortage of brands that have dipped their toes in the waters of user-generated video. And while a number of brands have achieved real success by asking their most loyal fans to produce compelling branded content, only Doritos has elevated the genre to something worthy of a Super Bowl spot.

The Doritos "Crash the Super Bowl" campaign isn't new -- it first debuted in Super Bowl XLI in February of 2007. But each year, the contest gets that much bigger, and 2011 was no exception. According to Visible Measures, "Crash the Super Bowl" pulled in more than 35 million views. Equally impressive, the campaign also got users talking -- when they weren't snacking on Doritos! -- to the tune of 18,114 comments. In part, that's because Doritos airs the best commercials during the game, but what's especially noteworthy about the brand's user-generated content is that it's so high caliber. A community of amateur filmmakers work for months on their spots prior to the game, and Doritos uses a microsite to fuel fan voting. By game time, Doritos usually has multiple videos that are worth talking about. Here's a collection of several buzz-worthy user-generated videos from the most recent "Crash the Super Bowl Campaign."

Agency: Goodby Silverstein & Partners

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