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Frito Lay Invites Consumers to Create Doritos Super Bowl Ad
Consumer generated content has been a growing buzz-word among marketers in the last year. But while Al Gore’s channel on cable television, Current, airs some user-submitted content, and Converse and Sony have both aired user creations on TV, the brunt of consumer generated content has been online.
Now, Frito-Lay is moving into the consumer generated content space in a big way, and its main focus will be on television. The Pepsi division will solicit ad entries from users, through a contest on Yahoo, for a Doritos ad, and the winning ad will be run during the Super Bowl, writes Adweek.
In February, Frito-Lay shifted the account from BBDO to Goodby. The agency will still have a role in the campaign, helping to drive users to the site and to help choose and promote the winning spot, according to the article.