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Crash the Super Bowl
The Crash the Super Bowl contest is an annual online commercial competition run by Frito-Lay. Consumers are invited to create their own Doritos ads and each year, at least one fan-made commercial is guaranteed to air during the Super Bowl. In recent years, Doritos has offered bonus prizes ranging from $400,000 to $1,000,000 for any Crash the Super Bowl ad that can score a top spot on the USA Today Super Bowl Ad Meter poll.〔(Doritos ad contest raises the stakes ) ''USA Today''. September 9, 2009〕 The Crash the Super Bowl contest is the largest online video contest in the world. In the 2011–2012 installment, Frito-Lay received more than 6,100 submissions and paid out more than $2,125,000 in prizes.〔(Doritos reveals five 'Crash the Super Bowl' finalists ) Pepsico Press Release January 4, 2012〕
==2006–2007 contest==
In the fall of 2006 Frito-Lay (with the help of their ad agency, Goodby, Silverstein & Partners, and led by their promotional agency, The Marketing Arm) launched the first installment of the Crash the Super Bowl contest. Consumers were tasked with creating 30 second commercials for Doritos products. In all, 1,065 consumer-made ads were submitted and displayed on the contest site, Crashthesuperbowl.com.〔(A Brief History of the Crash the Super Bowl Contest ) Video Contest News. January 7th, 2012〕 From those entries, five ads were selected as finalists. The director of each selected ad received a cash prize of $10,000 and a trip for two to Detroit during Super Bowl XLI in February 2007. The five finalist ads were posted to the contest web site for a month-long public vote. The commercial that received the most votes, "Live the Flavor" aired during the 2007 Super Bowl. Though the five 2006–2007 finalists were flown to Detroit, they did not actually attend the Super Bowl. Instead, they watched the game from a private party near the stadium. In a move that has since become a Crash the Super Bowl tradition, no one, not even the finalists, knew which commercials would air before the game. "Live the Flavor" was the first consumer-generated ad to ever air during the Super Bowl and was ranked the #4 best commercial of the game on the USA Today Ad Meter poll.〔(Anheuser-Busch Wins USA TODAY Ad Meter Title ) USA Today February 5th, 2007〕 Later in the game, Frito-Lay surprised the finalists by also airing a second Crash the Super Bowl ad, "Check Out Girl."
In December 2007 Time.com named "Live the Flavor" the 9th best commercial of the year.〔(Top TV ads of 2007 ) Time.com December 9th, 2007〕 Frito-Lay's PR company, Ketchum Inc. won a Golden World Award from the International Public Relations Association for their work on the 2006–2007 Crash the Super Bowl contest. According to the IPRA, the competition led to a 12% increase in sales of Doritos in January, 2007 and nearly one million people visited the Crash The Super Bowl website to view the submissions and vote for the finalists.〔(Doritos Crashes the Superbowl (sic) ) IPRA Press Release 2007〕 In the months following the Super Bowl, Frito-Lay chose to air all five commercials that had made the Crash the Super Bowl finals.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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