Doritos launched the biggest, most unexpected Crash the Super Bowl yet. With an ad contract and a $5 million payout on the line for sweeping the top three rankings of the USA TODAY Ad Meter, the contest will offer an unprecedented six :30 Super Bowl ad spots for consumer-created commercials. Plus, this year’s contest brings the most surprising twist to date—Doritos inviting Pepsi MAX to the program for even more chances to sweep the top spots on the Ad Meter. Each brand will air three :30 consumer-created ads during the Super Bowl XLV broadcast, February 6, on FOX.
This year, participants can upload :30 commercials that share their love for Doritos tortilla chips or Pepsi MAX to www.crashthesuperbowl.com from September 27 to November 15. To help entrants amp up their creative masterpieces, the site also houses a toolbox where Doritos and Pepsi MAX logos, product shots, music and animations are available for download and use.
Ten finalist ads will be announced in January – five Doritos ads and five Pepsi MAX ads. Then it will be up to fans to vote for their favorite ads online and determine two winning Doritos spots and two winning Pepsi MAX spots. In addition, Doritos and Pepsi MAX executives will each select a winning spot for each brand, for a total of six consumer-created spots to air during the Super Bowl XLV broadcast. Each of the 10 finalists will win $25,000 and a trip to Dallas to attend Super Bowl XLV in a private luxury suite at the game. Potential grand prizing for the contest will be based on each winning ad’s ranking on the USA TODAY Ad Meter:
—$1 million will be awarded for an ad that scores the No. 1 spot on the Ad Meter
—$600,000 will be awarded for an ad that scores the No. 2 two spot on the Ad Meter
—$400,000 will be awarded for an ad that scores the No. 3 spot on the Ad Meter
If consumer-created Doritos and Pepsi MAX ads sweep the top three rankings of the USA TODAY Ad Meter, an additional $1 million bonus will be awarded to each of the three winners for a total prize giveaway of $5 million. In addition, the consumer who creates the highest-ranking Doritos or Pepsi MAX ad will win a guaranteed contract to create an additional ad for the two brands in 2011.