September 15, 2010: PepsiCo is again enlisting the services of John Q. Public to create the ads it will be showing during the broadcast of the Super Bowl, which will be played this February at Cowboys Stadium in Texas. In the fifth year of seeking the best of consumer-generated ads, the company is not only offering up its Doritios brand, but also is searching for the best ads for sibling Pepsi Max and asking Betty White to help keep the party rolling.
In addition, PepsiCo's "Crash the Super Bowl" competition has added a significant cash reward to the package, upward of $5 million if its consumer-generated ads place first, second and third in the post-Super Bowl USA Today ad meter.
PepsiCo said it would make available six 30-second spots, three for each brand, to be shown on Fox on Feb. 6 during Super Bowl XLV. Spots this year are going for between $2.8-$3 million, according to industry analysts, although companies such as PepsiCo that buy multiple spots generally get better rates.
"Following last year's Super Bowl, our fans wanted another shot at sweeping the top of the USA Today ad meter and challenged us to look for new ways they could demonstrate their abilities at the highest level," Rudy Wilson,vp-Frito-Lay, said in a statement. "We answered by bringing Crash the Super Bowl back and stocking our arsenal in a way nobody expected – by partnering with Pepsi Max to offer six spots to consumers to showcase their talents and make their dreams a reality."
Marketing support gets a national launch on Sept. 15 with an event in Los Angeles that will be hosted by actress Betty White, who also will serve as spokesperson during the run of the contest. White appeared in a still-popular commercial for Mars' Snickers during the broadcast of Super Bowl XLIV ("You're not you when you're hungry"), which topped the USA Today ad meter poll and has since reinvigorated her long and illustrious career. Doritos' consumer-generated ad featuring a dog, its owner, a shock collar and a bag of Doritios' came in second.
PepsiCo is working with each brand's lead agency — Goodby, Silverstein & Partners for Doritos and TBWA\Chiat\Day with Pepsi Max — to get the consumer-generated project going from start to finish. Details about the advertising challenge, which officially is open to the public on Sept. 27, are available at www.Crashthesuperbowl.com.
According to PepsiCo, ten finalist ads will be announced in January 2011 – 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.
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.
If consumer-created Doritos and Pepsi Max ads sweep the top three rankings, 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. (Full details here.)
"We believe great ideas can come from anywhere. We're excited to give fans the chance to showcase their creative talents on one of the world's biggest stages."
"We are excited to return to the Super Bowl this year to drive mass awareness that Pepsi Max has zero calories and maximum taste through a consumer engagement program like Crash the Super Bowl," Lauren Hobart, CMO Sparkling Beverages, PepsiCo Beverages America, said in a statement. "We believe that great ideas can come from anywhere and we're excited to give Pepsi Max fans the chance to showcase their creative talents on one of the world's biggest stages."
The USA Today Super Bowl ad meter, created in 1989, tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite.