Doritos aims for Superbowl magic to rub off on Australia
Snack brand Doritos is aiming to repeat the success of its acclaimed US user generated content campaign in Australia.
The chip company is regularly cited as having created one of the few truly successful efforts to engage the public in making advertising for the brand when it offered the chance to have the best work showcased during the 2007 Superbowl and win a million dollars.
Two years on, the company is attempting to do the same in Australia – offering $20,000 in prize money plus having the ad aired on TV.
The campaign is being organised by Clemenger BBDO, with publicity carried out by sister agency Porter Novelli.
The competition, which launched over the weekend, runs until May. A spokesman for Doritos told Mumbrella this morning that there had already been more than 80 entries, and votes were coming in at more than 1000 a day.
The company said the leading contenders, which can be seen on YouTube, so far are:
- Holy Doritos 268 votes
- The History of Doritos 251 votes
- God of Awesome 238 votes
- D-orito Day 225 votes
- Dorito Tree 220 votes
- Party Guest 195 votes
- Hor’ea the cleaner 106 votes
Finalists will be shortlisted by a jury made up of filmakers, Doritos representatives, plus Guy Rooke and Nic Hodges from Clemenger BBDO. The winner will then be the video from the ten that receives the most public votes via the Doritos site.
Meanwhile, Doritos is not the only chip brand in Australia currently running a competition to make ads for the brand. Samboy is also organising one.
Great idea from Goodby Silverstein & Partners for Doritos in the US
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Seems wierd that all of the videos on youtube are from three weeks ago – the start of the campaign – as if these videos were pre-made and ready to go if the campaign just launched “over the weekend” as you note above in the article. sounds like shennanigans or another witchery? hmm
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I was also thinking that they seemed agency generated to ‘get the ball rolling’.
Where did they get the end supers from?
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That is funny Samboy are doing the same thing!
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@Anonymous #1: Yep it was a hugely successful campaign in the US, and also went really well in the UK (with AMV BBDO), hence Mumbrella has only credited Clemenger BBDO with organising the campaign, not creating it.
@Anonymous #2 and @Andre: We organised a run-in promotion over the last couple months before we launched this broader public one. This was a competition targeted specifically at budding filmmakers, with the prize including the screening of their ad at Tropfest last weekend. These entries are still in the running for the main prize, so we kept them up in their original YouTube location. And no, none of them are from anyone related to the agency (we did write the TVC’s promoting the competition though!). No shenanigans here, sorry.
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Sorry. I am a dissenter. Me no likee that we do the same thing 3 years after it first hit. Where is the Australian ingenuity??
And Nic, are there any more ads besides that “dorito” (as opposed to “doritos”) one?
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