Inside Doritos’ ‘creator-led’ marketing strategy
Doritos revived its “Crash the Super Bowl” contest to mark its 25th year advertising during the Big Game. The move wasn’t intended to simply put together a user-generated Super Bowl spot, as it has been in years past. Instead, Doritos is looking to further its connection to the creator economy.
This year, about 2,200 spots were submitted, giving Doritos the opportunity to foster connections with new creators who entered the contest. The PepsiCo-owned brand, which originally ran the contest from 2006 to 2016, will potentially roll out some of the work from the creators who weren’t featured during the Super Bowl at other points during the year.
It’s part of Doritos’ larger plan to increase its investments in creators, with James Wade, the brand’s senior director of marketing, characterizing the move as a “pretty dramatic jump this year.”
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Source:: Digiday
