Doritos is asking fans to make its first TV commercial since the pandemic and plans to air it during one among the foremost hotly anticipated events in recent memory — NFL Kickoff Weekend.
Doritos’ new effort aims to interact with its loyal fans at a time when most consumers are still receiving and seeking entertainment and, for some, ways to earn extra cash amid layoffs, furloughs and national unemployment at record levels.
For a decade, Doritos’ “Crash the Super Bowl” gave consumers the chance to make Doritos Super Bowl commercials — which opened doors and elevated careers for countless aspiring filmmakers. Doritos is today reviving that very same spirit with “Crash from Home,” a chance for consumers to be a part of the highly anticipated NFL Kickoff weekend during Week 1 games on Sunday, September 13 with $150,000 on the road.
The current pandemic has been particularly hard on people working in production, music and therefore the arts, as stay-at-home orders have prevented these individuals — who often believe events and travel — to earn their normal living. Doritos aims to point out support for the creative community through its latest challenge that calls on creatives and fans.
The Frito-Lay chip brand features a history of incorporating fan submissions for ads via social media contests. A decade ago, the Doritos “Crash the Super Bowl” campaign was the primary time the brand gave people the chance to play a section in developing an excellent Bowl commercial.
The brand is promoting the competition on social media with a teaser video and therefore the hashtag #CrashFromHome. Consumers can enter at a microsite through July 28.
The winners of the user-generated ad competition will earn some of the $150,000 prize pool and an opportunity to ascertain their ad air during the primary NFL Sunday Night football on Sept. 13. Doritos will select 15 winners and splice their videos together during a compilation video.
Now, Doritos is similarly leaning into destination viewing events around football to snaffle support from sports-starved fans. The return of NFL games in September may be a widely anticipated event as cancellations of professional sports during lockdowns was seen as an enormous loss among fans and ad sponsors. Viewership during Draft Day this spring was above usual, buzz which will overflow into the rescheduled kickoff of NFL events come September. Frito-Lay has a chance to succeed in a good audience with a fresh campaign which will resonate with homebound consumers seeking more community connection.
