Frito-Lay, the world’s largest snack food producer, is revamping last year’s ultimate consumer contest titled Crash the Super Bowl. For the past four years Doritos has asked the consumer to take control and create the brand’s Super Bowl commercials and as consumers answered the call the contest grew in popularity. Last year the contest was extremely successful for the brand and for the two unemployed brothers who created the winning spot. Not only were these brothers successful in winning the grand prize of $1 million; they also created a spot that beat out all of the Madison Avenue executives and won the USA Today Ad Meter poll.
It was the success of those two brothers’ commercial that helped to restructure this year’s Crash the Bowl Sweepstakes. The potential prize money up for grabs is $5 million this year; but Doritos is not just going to give the money away. In order to win the cash, consumers have to not only beat out the thousands of entrants Doritos receives, their ad also has to place within the top three of the USA Ad Meter. Here is how Doritos plans on breaking out the winning money; $1 million for placing first in Ad Meter; $600,000 for second and $400,000 for third and if the spots finish 1-2-3, each will get a $1 million bonus, for a total of $5 million in prizes. The last time an advertiser was able to sweep the top three spots in the USA Today Ad Meter poll was in 2007 by Anheuser-Busch.
