18 February 2009

Doritos top Super Bowl ad meter, VCAMs you can bank

Who says you can't have 15 seconds of fame and a million dollars? For Dave and Joe Herbert, two amateur film makers from Batesville, Indiana, a bag of chips and a snow globe was all they needed to gain prime time coverage during this year's Super Bowl. Well, almost.

The Super Bowl is notorious for mega half-time shows and tier one commercials which live online long after the game is over.

This year, Frito-Lay invited amateur Doritos junkies to "Crash the Super Bowl" by submitting their own ads, with the winner featured during the Super Bowl commercial breaks. The contest ran online January 5-24, with a grand prize of $1,000,000. By voting, you were entered to win tickets to the Super Bowl.

This isn't the first community-driven online ad contest, and it won't be the last. While the Herbert brothers' ad was rated best Super Bowl commercial by USA Today's Ad Meter real-time consumer rating, the buck doesn't stop there.

For example, Current TV features up-to-date contest listings for VCAMs - Viewer-Created Ad Messages. Past contests included HP, L'Oreal, Nikon, and there are still 23 days left to enter T-Mobile's G1 ad contest.

Of course, don't think that good old fashioned marketing and PR aren't involved here. The PR and marketing that goes into publicizing these contests and getting communities excited about the payoff (filming, fame and fortune) only add to the hype around your product, service or brand. Smart, huh?

It's the age of DIY commercials and the economy is bad, so get your camcorder, get creative and go.

No comments: