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Doritos, part of PepsiCo’s Frito-Lay division, is taking customer experience to a whole new level for a lucky chosen few again.
The brand known for its bold chip flavors recently announced the return of its award-winning Crash the Super Bowl contest. In its second year opening the event up to participants around the world, the contest takes customer engagement to the extreme, inviting consumers to submit a 30-second homemade ad with the chance of seeing it aired for millions of viewers during the Super Bowl XLIX broadcast.
The contest will select 10 finalists, from which two lucky winners will be chosen for the coveted Super Bowl spot. This year, the creator of the ad receiving the most fan votes will win a guaranteed $1 million grand prize, as well as a once-in-a-lifetime opportunity: A chance to work as a contractor for a full year onsite at Universal Pictures in Hollywood, alongside some of the best and brightest in the entertainment industry today.
This year in particular, the winner will have the opportunity to work alongside stars like Elizabeth Banks, who will be making her directorial debut with “Pitch Perfect 2.” Banks, also serving on the judging panel, thinks that Doritos and Universal are doing a good job of creating excitement by connecting with consumers in a unique way.
“The Doritos Crash the Super Bowl contest is such an exciting program because it gives aspiring filmmakers around the world an opportunity to break into the entertainment industry,” Banks said in a release. “Making my directorial debut with ‘Pitch Perfect 2’ is a dream-come-true for me, and Universal is the studio giving me that shot. I love that Universal and Doritos are also taking a chance on a talented fan, opening doors that could catapult this year’s Crash winner to the big time and change his or her life.”
The annual contest has been in effect nearly 10 years, with more than 27,000 consumer-created ad submissions in total. Last year was the first time the contest was open worldwide, which resulted in 5,400 entries from 30 countries.
“For nearly a decade, we’ve turned over our Super Bowl air time to our fans, and every year, our fans have brought an unprecedented level of talent and creativity to the contest,” Ann Mukherjee, Senior Vice President and Chief Marketing Officer, PepsiCo’s Frito-Lay division. “With a guaranteed $1 million grand prize on the line and the chance to work onsite at one of the most renowned movie studios in the world, the sky is the limit this time around. We can’t wait to see what our fans from around the world bring to the table.”
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