Without being the first, Doritos is still one of the most important pioneers of the consumer experience. By adopting the strategy of using consumers as creators of its commercials’ content, the brand has gained a strong reputation. Doritos involves its best fans in the design and implementation of various non-traditional marketing tactics. Consumers who become brand ambassadors—what could be better? Didn’t Barack Obama win elections that way? People feel involved… and without realizing it, the brand belongs to them. A “Lovemark” at its best!

In order to follow this strategy, Doritos annually pushes the limits by giving Internet users, among other things, a chance to participate in its commercials during the Super Bowl with a UGC (“User Generated Content ») contest. The objective is to create the best Doritos advertisement. Then, users can vote on the website www.doritosvote.com for the best video, which will be shown during the Super Bowl. This year, the brand had promised $1 million to the creators of the winning commercial if it was ranked best advertisement according to « USA Today’s Annual Ad Meter. »

Since Budweiser had held that position for the past 10 years, Doritos certainly did not dream it would have to pay out one million dollars. However, by involving its fans, Doritos had underestimated the strength of the UGC and the “viral” effect.

The brand developed this initiative through a variety of viral mechanisms to ensure the spread of the “buzz.” Customers voting on the website could win tickets to the Super Bowl, or other prizes such as board games or vouchers.

This strategy had a surprising outcome: the ad « Free Doritos, » created by brothers Joe and Dave Herbert, won the million dollars and definitely created a buzz. Doritos has certainly been surprised by the success of its own concept.

Super Bowl February 2009 – Free Doritos