Agencies are always working on their Superbowl commercials to make them relate to their customers better. Doritos took their million-dollar spot a step further for Superbowl XLIII by holding a contest for the best fan made commercial, with top winners receiving six million dollars overall in cash prizes. The winning spot, full of pent-up work related frustration that everyone can relate to, features a crystal ball that grants it's owner a day of free Doritos:
It's hard not to see just how well this worked our for Doritos. Not only was it a great spot that went viral as soon as it was aired, but it cost far less than the company writing, casting and producing it themselves. Well, minus the millions of dollars on prizes and Superbowl air time.
They connected with their target audience by letting them sell the product - in a way that promotes current trends in home-made movie making, embraces the frustration we hold toward our jobs, and captures our desire for overly-processed cheese snacks.
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