Chevrolet recently launched a user-generated campaign, whereby a select few will participate in the creation of its Super Bowl ad. Now Frito-Lay has launched a similar campaign in partnership with Yahoo! and Goodby, Silverstein & Partners, taking it one step further. Audiences upload their 30-second spot for Doritos to Yahoo Video; the best commercial will then play, unedited, in the Super Bowl.
Doritos' market is the 16 to 24 year old demographic; their move into user-generated content is an attempt to spread buzz among these consumers. Ann Mukherjee, a marketer for Doritos, explains, "We think this will give [our target audience] the control they are looking for and creativity they are looking to share. The buzz for the brand is important, but we really hope it brings the consumers into the brand with an experience that's important for them."
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