Doritos turns over creation of Super Bowl ads to consumers and The Lonely Island; $1 million on the line for top-ranking spot on USA TODAY Ad Meter

PLANO, Texas, Sept. 27, 2011 /PRNewswire/ — The Doritos brand today kicked off the groundbreaking Crash the Super Bowl program with the most life-changing contest grand prize to date: a guaranteed opportunity to work on a future Doritos project with one of the hottest entertainment teams in the industry today – the award-winning trio of Andy Samberg, Akiva Schaffer and Jorma Taccone that make up The Lonely Island.  As in previous years, consumers are invited to create homemade ads for Doritos, one of the marquee brands from PepsiCo’s Frito-Lay division.  It is then up to America to vote for the lucky fan finalist who will have the opportunity to see their ad air during The Big Game, as well as win the grand prize career opportunity. In one of the contest’s most unique twists to date – The Lonely Island will also create a Doritos ad that will air during the Super Bowl XLVI broadcast, going head-to-head with the winning consumer-created spot. If the consumer-generated Doritos ad scores No. 1 on the USA TODAY Ad Meter, its creator will win a $1 million bonus; if The Lonely Island Doritos ad scores No. 1 on the USA TODAY Ad Meter, Doritos will donate $1 million to their charity of choice. The Super Bowl XLVI broadcast is set for Sunday, Feb. 5, 2012, on NBC.

(Photo: http://photos.prnewswire.com/prnh/20110927/LA75649)

“Much like those who enter Crash the Super Bowl, we started out with a camera and a dream to work in entertainment,” said The Lonely Island members Samberg, Schaffer and Taccone. “We’re excited to now have the chance to help open the door for someone else. But don’t get us wrong, we fully intend to win the million-dollar prize for charity.”

Founded in 2001 and made up of Samberg, Schaffer and Taccone, The Lonely Island has become one of the most sought-after creative teams in the entertainment business with success in television, film, music and on the web. The Emmy-winning trio is best known for directing, writing and starring in hilarious, off-the-wall digital shorts, including Grammy-nominated “I’m On A Boat,” “Lazy Sunday,” and a series of popular SNL digital shorts with Justin Timberlake.

“For the past five years, our fans have competed at the highest level when it comes to Super Bowl advertising, dominating the Ad Meter every year and taking home millions of dollars in prize money to help them pursue their dreams,” said Tony Matta, vice president of marketing, Frito-Lay North America. “Now it’s time to take the game to the next level and reward our winning fan in a truly unprecedented way – by offering them a career-changing opportunity to work on a future Doritos project with the help of one of the most talented teams out there. It’s an experience we hope will help catapult our winner to the big time and change his or her life in an incredible way.”

Last year’s Crash the Super Bowl winners JR Burningham and his fiancee/business partner Tess Ortbals helped officially kick off this year’s contest live from New York City. The dramatic moment was broadcast on gigantic screens that reach 22 stories high above Times Square. Burningham and Ortbals’ ad, “Pug Attack” became one of the most popular ads coming out of Super Bowl XLV, ranking first on USA TODAY’s Ad Meter and winning its creators $1 million in prize money. This year, Burningham and Ortbals will join the Crash the Super Bowl team as special advisors to consumers, making themselves available via the Doritos Twitter handle (www.twitter.com/DoritosUSA) and Facebook page (www.facebook.com/DoritosUSA) on select occasions to answer fan questions and provide advice and tips during the submissions phase.

“Frito-Lay continues to introduce exciting opportunities for NFL fans to connect with the Super Bowl in creative ways,” said Mark Waller, the NFL’s chief marketing officer. “The Doritos ‘Crash the Super Bowl’ platform has delivered over the years some of the most talked about Super Bowl commercials and we look forward to seeing what fans produce this year.”

Participants can enter this year’s Crash the Super Bowl contest by uploading :30 commercials that share their love for Doritos tortilla chips to www.crashthesuperbowl.com from Oct. 3, 2011, to Nov. 21, 2011. To help competitors amp up their creative masterpieces, the site also houses a toolbox where Doritos logos, product shots, music and animations are available for download and use.

Five finalist ads will be announced in January 2012. Then it will be up to fans to vote for their favorite consumer-created ad online and determine the winning Doritos spot. Each of the five finalists will win $25,000 and a trip to Indianapolis to attend Super Bowl XLVI in a private luxury suite at the game, where they will tune in to learn for the first time which consumer ad will compete for the top spot in the USA TODAY Ad Meter before a worldwide audience. Bonus prizing will be awarded, based on how each ad ranks on the USA TODAY Ad Meter:

• $1 million will be awarded for an ad that scores the No. 1 spot on the USA TODAY Ad Meter
• $600,000 will be awarded for an ad that scores the No. 2 two spot on the USA TODAY Ad Meter
• $400,000 will be awarded for an ad that scores the No. 3 spot on the USA TODAY Ad Meter

If awarded to a consumer winner, this potential cash prize can help fund future projects and make dreams come true. If The Lonely Island is awarded a bonus prize, it will be donated to a charity of their choice. Beginning today, details about the challenge are available at www.crashthesuperbowl.com.

The USA TODAY Super Bowl Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite.  Created in 1989, USA TODAY‘s Ad Meter has been regarded as the most influential Super Bowl ad rating in the advertising industry. USA Today Ad Meter does not sponsor and is not affiliated with the contest.

Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  To learn more about Doritos, visit its website at www.doritos.com or on Twitter at www.twitter.com/DoritosUSA.

PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses — Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola — also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.

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BROADCAST / PRINT / TV MEDIA: Broadcast quality video, photo stills and press information is available to preview, download and share at www.magicbulletmedia.com/MNR/crashthesuperbowl

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SOURCE Frito-Lay

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SALT LAKE CITY — Two men with Utah ties continue to collect online votes in a contest that could get their advertisements on TV during Super Bowl Sunday.

Tyler Dixon and JR Burningham are finalists in the Doritos/Pepsi “Crash the Super Bowl” national contest. Five commercials made by non-professionals are in the running. Three will be chosen to be aired in the Super Bowl. A prize of at least $1 million comes with that honor.

Dixon is a BYU graduate and currently a door-to-door satellite TV salesman. The total cost to produce his ad, “The Best Part,” was a whopping $82.

In the ad, an awkward office worker is so desperate to eat the cheese left behind by Doritos chips that he resorts to stealing the cheese off a co-worker’s fingers.

“I always wanted to work in television,” Dixon told KSL Friday morning.

“I was brainstorming with the guys who helped me shoot it and I was just thinking about my favorite thing about Doritos. For me, it’s licking that delicious, cheesy dusty off of your fingers when you’re done,” he explained.

“If you were at the office and ran out of Doritos and ran out of cheesy dust, where are you going to go next?” he said. “To a co-worker I guess.”

The stars of the commercial are not professional actors and did it for free. “You couldn’t ask more out of pros let alone friends,” Dixon said.

Burningham is a Salt Lake City native who went to the University of Utah and graduate school at USC’s School of Cinematic Arts. He spent $ 500 on his ad, “Pug Attack.” It features a pug that wants Doritos so badly that she breaks down a glass door to get them, knocking a man who taunted her to the floor.

“We found out about this competition like two weeks before the deadline,” he said Friday morning. “We just did this mad sprint of trying to put together an idea. There is this pug that belongs to a good friend of ours. We were like, ‘OK we have to do something with the pug.’”

Burningham said response he’s received so far indicate his commercial is a hit with kids as well as adults.

Viewers can vote online until Jan. 31. CLICK HERE to vote.

Read More at: AdAge

In addition to the six spots already promised to Pepsi Max and Doritos for this year’s “Crash the Super Bowl” contest, Ad Age has learned that the company has a seventh spot in the mix.

The food and beverage giant is in the process of determining which of its brands will get the spot. Brisk Iced Tea is in the running, according to executives with knowledge of PepsiCo’s thinking. But so are brands from the company’s snack portfolio.

It’s also possible that the company could look to sell the spot back to Fox if it’s unable to settle on a brand to advertise. Given the high demand for this year’s game, Fox would likely be able to sell it for a higher rate than it was purchased. Fox has been seeking between $2.8 million and $3 million for 30-second slots. PepsiCo declined to comment.

Brisk has a new campaign out that brings back its popular claymation style from the 1990s. The first installment starred Mexican-American action hero Danny Trejo as his character Machete Cortez from the 2010 film “Machete.” A video with Ozzy Osbourne will launch on Jan. 14. A company release touting the Osbourne video promises that Brisk will also be partnering with a “few other A-list stars.” Mekansim, an up-and-coming production studio in New York and San Francisco, began working on the Brisk business last September.

Read More at: Connect2Utah

A group of Provo friends are looking for fame and fortune. They created a television ad that has a chance to air during this year’s Super Bowl. “The Best Part” is presently one the top five Doritos commercials created for the “Crash the Super Bowl” contest. It now has a better than a 50% chance of airing, but if the rest of the country likes it on game day, the creators might be looking at one million dollars.

Three friends from Provo got this idea stuck in their head.

“What comes to mind when you’re thinking of Doritos?” asked Tyler Marshall.

“Licking your fingers with all that orange cheesy dust on it,” said Eddie King.

King and Marshall reflected on their brain-storming session with friend, Tyler Dixon. They built on the cheesy dust concept and were soon gathering friends for their actors and crew.

“Never thought I might be on TV in my underwear,” joked Ryan Richardson. “But this kind of thing happens.”

“I’ve never aspired to be an actor or be in a commercial on the Super Bowl,” said Aaron Oldham.

But here they are, laughing at the out-takes of Oldham, having produced one of the top five commercials for the Doritos Crash the Super Bowl Challenge.

The commercial is set in what you imagine is the average American office scene. Oldham rips off a co-workers pants after the man unwittingly wipes Doritos dust on them. In real life, Oldham is a real estate agent with a sense of humor. But in the most shocking scene, he devours the finger of another co-worker as he finishes a bag of Doritos.

If you want to view the spot and vote for “The Best Part,” go to www.crashthesuperbowl.com .

PLANO, Texas, Nov. 3, 2010 /PRNewswire/ — With an advertising contract and a $5 million payout on the line for sweeping the top three spots in USA TODAY’S annual Super Bowl Ad Meter, the Doritos and Pepsi MAX brands today announced a last call for entries in this year’s “Crash the Super Bowl” contest – one of the world’s premiere stages for consumer-generated media. Fans have only two remaining weeks to get in on the action and submit homemade ads that share their love for Doritos tortilla chips or Pepsi MAX, before submissions officially close on November 15, 2010. The brands will air an unprecedented six consumer-created ads during the Super Bowl XLV broadcast – three for Doritos and three for Pepsi MAX -  leaving it up to fans to decide whether they submit Doritos ads, Pepsi MAX ads or ads for each.

Since the program launched on September 15, 2010, Doritos and Pepsi MAX have received numerous creative entries from their fans. With just two weeks left before submissions officially close, consumers are encouraged to their upload :30 commercials to www.crashthesuperbowl.com, to be considered for one of the coveted spots that can change the lives of Doritos and Pepsi MAX fans. To help entrants amp up their creative masterpieces, the site houses a toolbox where Doritos and Pepsi MAX logos, product shots, pre-licensed music and animations are available for download and use. In addition, footage from the contest launch event held on September 15 in Los Angeles, which featured an exclusive behind-the-scenes discussion about creating ads that will score well on the Ad Meter, is also available on the contest website.

Since “Crash the Super Bowl” began in 2007, consumer-created Doritos ads have consistently ranked within the top-five spots of the USA Today Ad Meter, and last year the talent of Doritos fans made it the most-talked-about brand coming out of the game. This year marks the first time Pepsi MAX has partnered with Doritos for the groundbreaking contest.

Ten finalists’ ads will be announced in January 2011 – five Doritos ads and five Pepsi MAX ads. Then it will be up to fans to vote for their favorite ads online and determine the two winning Doritos spots and two winning Pepsi MAX spots. In addition, Doritos and Pepsi MAX executives will each select a winning spot for each brand, for a total of six consumer-created spots to air during the Super Bowl XLV broadcast on February 6, 2011 on FOX. Each of the ten finalists will win $25,000 and a trip to Dallas to attend Super Bowl XLV in a private luxury suite at the game, where they will tune in to learn for the first time which ads won when they air for a worldwide audience.  Details about the contest are available at www.crashthesuperbowl.com.

The USA TODAY Super Bowl Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite.  Created in 1989, USA TODAY’s Ad Meter has been regarded as the most influential Super Bowl ad rating in the advertising industry.

Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  Pepsi MAX is one of PepsiCo’s billion-dollar global brands and is part of Pepsi Americas Beverages.  To learn more about Pepsi MAX, visit the Pepsi Max tab on Pepsi’s Facebook page at: www.pepsimax.com.  To learn more about Doritos, visit its website at www.doritos.com or on Twitter at www.twitter.com/DoritosUSA.

PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

Contact:

Chris Kuechenmeister

Doritos

972-334-2044

Chris.Kuechenmeister@pepsico.com

Melisa Tezanos

Pepsi MAX

914-253-2599

melisa.tezanos@pepsico.com

E-Trade Financial Corp. will advertise in the Super Bowl again early next year. The spot will certainly feature a talking baby. The idea for its commercial, however, may not be one cooked up by E-Trade ad agency Grey Group.

The storyline for the spot could come from a pool of videographers who submitted 250 submissions for E-Trade and Grey through Poptent, a social network dedicated to crowdsourcing video content. Grey will produce any of the work chosen from the pool, says E-Trade Chief Marketing Officer Nick Utton.

Utton, who stresses he is “delighted” with Grey, tells me he decided to crowdsource ideas for E-Trade’s 2011 advertising campaign to make sure the financial services company has the “best advertising imaginable” going in to the new year. “If we can get some ideas from people as creative fodder, it would be helpful.”

Utton will evaluate ad ideas from Grey, a unit of WPP Group, along with those submitted by Poptent’s talent pool. Utton didn’t want to share any details from the crowdsourcing effort but I understand that one submitted features emus—animals in ads are sure-fire Super Bowl crowd pleasers. Another features Benny baby trying to get another to invest in a “Twitter for dogs.” ETrade will pay $15,000 to the best winning video. It will pay $10,000 each for two runner-up videos.

“We’re busy reviewing what we’ve got,” Utton says. “We’ve got a lot of great options.”

Poptent, based in Wynnewood, Pa., works with many big marketers, including Procter & Gamble, Anheuser-Busch and GE, which just paid $40,000 for four videos produced by the Poptent community. Typically, says Poptent president Neil Perry, marketers buy broadcast-ready spots for TV spots and Web videos. The company charges $35,000 for most assignments. They keep $25,000 and the remainder goes to creators of the best content.

The privately held company recently received $3 million from MK Capital.
Frito-Lay has used consumer-generated commercials during the Super Bowl for several years. This year it will run such ads for Pepsi Max and Doritos.
Utton wanted to keep submissions contained to a smaller group, citing the competitive market E-Trade is in. “Doritos, let’s be honest, is a snack food. Money is serious stuff. We use humor and yet…we are highly regulated.”
Grey is partnering with E-Trade in this effort. Utton says Grey is a great “generalist” ad shop. “Does Grey have the best mobile platform development for the Droid, RIM and Apple? No. That’s when E-Trade and others go out and buy specialist help.”

http://blogs.forbes.com/melaniewells/2010/10/25/etrade-super-bowl-advertising-crowdsource-grey-poptent-melanie-wells-forbes/

PepsiCos Doritos and Pepsi MAX Turn Over Unprecedented Six Super Bowl Ads to Consumers With $5 Million on the Line for Top-Ranking Spots.

PLANO, Texas, and NEW YORK, Sept. 15 /PRNewswire/ — Marking the fifth anniversary of the groundbreaking contest that changed the Super Bowl advertising landscape, the Doritos brand today launched the biggest, most unexpected Crash the Super Bowl yet.  With an ad contract and a $5 million payout on the line for sweeping the top three rankings of the USA TODAY Ad Meter, the contest will offer an unprecedented six :30 Super Bowl ad spots for consumer-created commercials.  Plus, this year’s contest brings the most surprising twist to date – Doritos inviting sibling brand Pepsi MAX to the program for even more chances to sweep the top spots on the Ad Meter. Each brand will air three :30 consumer-created ads during the Super Bowl XLV broadcast, Feb. 6, on FOX, leaving it up to fans to decide whether they submit Doritos ads, Pepsi MAX ads or, – for those that are especially ambitious – ads for each.

Since 2007, Doritos has aired consumer-created ads on the Super Bowl telecast that have consistently ranked within the top-five spots of the USA TODAY Ad Meter. This marks the first time PepsiCo’s Doritos and Pepsi MAX brands have partnered for a Super Bowl activation.

“Following last year’s Super Bowl, our fans wanted another shot at sweeping the top of the USA TODAY Ad Meter and challenged us to look for new ways they could demonstrate their abilities at the highest level,” said Rudy Wilson, vice president, Frito-Lay. “We answered by bringing Crash the Super Bowl back and stocking our arsenal in a way nobody expected – by partnering with Pepsi MAX to offer six spots to consumers to showcase their talents and make their dreams a reality.”

“We are excited to return to the Super Bowl this year to drive mass awareness that Pepsi MAX has Zero Calories and maximum taste through a consumer engagement program like Crash the Super Bowl.  We believe that great ideas can come from anywhere and we’re excited to give Pepsi MAX fans the chance to showcase their creative talents on one of the world’s biggest stages,” said Lauren Hobart, CMO Sparkling Beverages, PepsiCo Beverages America.   “With our colleagues at Doritos, we’re confident fans of both brands will put it all on the line this year and that the experience will help catapult their careers in many new and exciting ways.”

To help celebrate the launch of the contest, Doritos and Pepsi MAX are hosting a first-of-its-kind event today aimed at giving consumers the best possible preparation for this year’s competition.  Held in Los Angeles and available nationwide by live webcast, the event will be headlined by creative directors from two of the world’s leading ad agencies – Jeff Goodby from Goodby, Silverstein & Partners and Rob Schwartz from TBWA\Chiat\Day – for an exclusive behind-the-scenes discussion about creating breakthrough Super Bowl ads.  In addition, film and television star Betty White, whose Super Bowl spot became a phenomenon coming out of Super Bowl XLIV, has joined the Crash the Super Bowl team to help inspire contestants to shoot for the Super Bowl spotlight and pursue their dreams.  She will be appearing at the launch event and serving as one of the lead recruiters for this year’s contest.  Consumers can view a live webcast of the event at 1 p.m. EST/10 a.m. PST today at http://www.ustream.tv/crashthesuperbowl or a recording of the event will be available at www.crashthesuperbowl.com.

This year, participants can upload :30 commercials that share their love for Doritos tortilla chips or Pepsi MAX to www.crashthesuperbowl.com from September 27, 2010,  to November 15, 2010, to be considered for one of the coveted spots that can change the lives of Doritos and Pepsi MAX fans. To help entrants amp up their creative masterpieces, the site also houses a toolbox where Doritos and Pepsi MAX logos, product shots, music and animations are available for download and use. In addition, footage from today’s launch event also will be available on the contest website.

Ten finalist ads will be announced in January 2011 – five Doritos ads and five Pepsi MAX ads. Then it will be up to fans to vote for their favorite ads online and determine two winning Doritos spots and two winning Pepsi MAX spots.  In addition, Doritos and Pepsi MAX executives will each select a winning spot for each brand, for a total of six consumer-created spots to air during the Super Bowl XLV broadcast. Each of the 10 finalists will win $25,000 and a trip to Dallas to attend Super Bowl XLV in a private luxury suite at the game, where they will tune in to learn for the first time which ads won when they air for a worldwide audience.  Beginning today, details about the advertising challenge are available at www.crashthesuperbowl.com.

Potential grand prizing for the contest will be based on each winning ad’s ranking on the USA TODAY Ad Meter:

• $1 million will be awarded for an ad that scores the No. 1 spot on the Ad Meter

• $600,000 will be awarded for an ad that scores the No. 2 two spot on the Ad Meter

• $400,000 will be awarded for an ad that scores the No. 3 spot on the Ad Meter

If consumer-created Doritos and Pepsi MAX ads sweep the top three rankings of the USA TODAY Ad Meter, an additional $1 million bonus will be awarded to each of the three winners for a total prize giveaway of $5 million. In addition, the consumer who creates the highest-ranking Doritos or Pepsi MAX ad will win a guaranteed contract to create an additional ad for the two brands in 2011.

The USA TODAY Super Bowl Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite.  Created in 1989, USA TODAY’s Ad Meter has been regarded as the most influential Super Bowl ad rating in the advertising industry.

Doritos tortilla chips is one of the billion-dollar brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  Pepsi MAX is one of PepsiCo’s billion-dollar global brands and is part of Pepsi Americas Beverages.  To learn more about Pepsi MAX, visit the Pepsi Max tab on Pepsi’s Facebook page at: www.pepsimax.com.  To learn more about Doritos, visit its website at www.doritos.com or on Twitter at www.twitter.com/DoritosUSA.

PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

Contact:

Chris Kuechenmeister

Doritos

214-422-8901 cell

Chris.Kuechenmeister@pepsico.com

Melisa Tezanos

Pepsi MAX

848-702-8414 cell

melisa.tezanos@pepsico.com

SOURCE Frito-Lay

Online Consumer Votes Determine Who Graces The Cover- Jared Allen, Drew Brees or Reggie Wayne

PLANO, Texas, Feb. 4 /PRNewswire/ — Three players. One cover. Fans choose. In a bold move to give diehard Madden NFL fans ultimate control of their gaming experience, Doritos tortilla chips – the bold, intense snack brand within PepsiCo’s Frito-Lay division – and EA SPORTS™ today announced that for the first time in the 22-year history of the franchise, the Madden NFL 11 cover athlete will be determined by consumer votes.  Starting today through March 15, fans can log on to www.doritoschangethegame.com to vote daily for one of three nominees for the Madden NFL 11 cover:

• Jared Allen – Defensive End, Minnesota Vikings
• Drew Brees – Quarterback, New Orleans Saints
• Reggie Wayne – Wide Receiver, Indianapolis Colts

To inspire fans to get out and vote for the next Madden NFL cover athlete, consumers can collect limited-edition Nacho Cheese and Cool Ranch Doritos bags featuring former NFL all-stars and Madden NFL cover legends Eddie George, Marshall Faulk and Shaun Alexander, available in stores nationwide now.  The Doritos and EA SPORTS partnership will extend throughout 2010 and include additional surprises and special offerings surrounding the winning cover athlete and game release.

“Doritos fans are passionate about gaming so we want to bring them unprecedented access to the games they love most,” explained Rudy Wilson, vice president, marketing, Frito-Lay. “One of the most highly anticipated gaming moments of the year is the annual Madden NFL cover athlete reveal. That’s why this year we’re partnering with EA SPORTS to up the ante and give fans the power to choose who they want to see grace the next cover.”

Voters also will be entered in a drawing for a chance to win a trip to the 2010 NFL Draft, for the exclusive cover unveiling of Madden NFL 11 and dozens of other prizes. Visit www.doritoschangethegame.com/officialrules for more details and the Official Rules.

“Our diehard fans are the reason Madden NFL has been so successful year after year,” shared Todd Sitrin, Group Vice President, EA SPORTS Global Marketing. “That’s why we are thrilled to turn over the honor of choosing the cover athlete to our fans.  It’s something our team looks forward to every year, and we are excited to see the level of enthusiasm our fans will bring for this historic decision.”

The partnership between Doritos and EA SPORTS for Madden NFL 11 is one of many ways the Doritos brand continues to bring its fans access to unparalleled experiences. The brand’s commitment to fan-empowerment began with the Doritos “Crash the Super Bowl” program, which has turned the brand’s Super Bowl advertising over to its fans for the last four years.  Doritos has continued to put consumers in control through a variety of other exciting opportunities that have broken new ground in gaming and entertainment.

NFL PLAYERS, the marketing and licensing arm of the NFL Players Association, provides Madden NFL with the rights to use player names and likenesses in the game and facilitates all player participation.

Frito-Lay North America is the $12 billion convenient foods business unit of PepsiCo ( PEP), which is headquartered in Purchase, NY.  In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. Learn more about Frito-Lay at the corporate Web site, www.fritolay.com and the Snack Chat blog, www.snacks.com.

PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales.  Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries.  With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose.  By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide.  For more information, please visit www.pepsico.com.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA™, EA SPORTS™, EA Mobile™ and POGO™. In fiscal 2009, EA posted GAAP net revenue of $4.2 billion and had 31 titles that sold more than one million copies. EA’s homepage and online game site is www.ea.com. More information about EA’s products and full text of press releases can be found on the Internet at http://info.ea.com.

DORITOS is a registered trademark of Frito-Lay North America, Inc. EA, EA SPORTS, EA Mobile and POGO are trademarks of Electronic Arts Inc.   The mark “John Madden” and the name, likeness and other attributes of John Madden reproduced on this product are trademarks or other intellectual property of Red Bear, Inc. or John Madden, are subject to license to Electronic Arts Inc., and may not be otherwise used in whole or in part without the prior written consent of Red Bear or John Madden.

© 2010 NFL Properties LLC. Team names/logos/indicia are trademarks of the teams indicated. All other NFL-related trademarks are trademarks of the National Football League.

Officially Licensed Product of NFL PLAYERS.  Visit WWW.NFLPLAYERS.COM.

Contact:
Chris Kuechenmeister
Frito-Lay
214-422-8901 cell
Chris.Kuechenmeister@fritolay.com

SOURCE Frito-Lay North America

via prnewswire.com

The Doritos brand has revealed six finalists selected from more than 4,000 entries in the fourth annual Doritos “Crash the Super Bowl” challenge, where the stakes this year are bigger and bolder than ever. Contestants are not only competing to have their self-made Doritos commercials aired during the Super Bowl XLIV broadcast, they are shooting to make history by beating the ad pros and garnering the top three spots in USA TODAY’s annual Ad Meter. If they can do it, Doritos will award the winners a shared $5 million cash prize. Online consumer voting will determine which three of the six finalists will air as Doritos’ Super Bowl commercials during the big game on February 7, 2010.

Brand Keys’ 8th Annual Survey Shows Denny’s, Iron Man 2, and Hyundai Will Score Best with Super Bowl Fans

NEW YORK NY January 25 – Not all programs are right for all brands, even
if it happens to be the Super Bowl. The 8th annual Super Bowl Engagement
Survey, conducted by Brand Keys, Inc. (www.BrandKeys.com), a New York-
based brand and customer loyalty research consultancy, reports that when
it comes to the monetary return advertisers will get on their advertising investments in the Super Bowl, upsets are not limited to the playing field.

Five Winners and Five Losers
Brand Keys’ research shows that Denny’s, Viacom’s Iron Man 2, Hyundai,
Anhauser-Busch (Budweiser), and Diamond Food’s Pop-Secret are the five
advertisers most likely to get the highest return on their Super Bowl ad
investments. Advertisers like TRUTV, Kia, HomeAway, Dockers, and Dr.
Pepper are likely to see much lower returns.

Methodology
This year’s Brand Keys’ survey was conducted the third week of January,
among a national sample of 1,350 men and women, 18 – 65 years of age,
who indicated that they were going to watch Super Bowl XLIV, February
7th. The research examines most of the brands advertising ‘on the Super
Bowl’ and includes brands reported in industry publications as having
purchased spots.

“This is more than Monday-morning creative quarterbacking,” said Robert
Passikoff, founder and president of Brand Keys. “Day-after creative
reviews are always interesting, have a high ‘Water Cooler Effect’ and
elicit lots of Monday after chatter. But advertisers should remember
that ‘buzz’ comes in two frequencies: positive and negative. ‘Wasn’t
that terrible?’ generally isn’t a phrase that appears in creative
briefs,” noted Passikoff.

Even setting aside the question of quality creative, the survey brings
into harsh relief the question being more loudly articulated this year -
does the ad buy actually lift the brand?

“More and more, clients want to know more than was their ad seen, and
with 30-second spots selling for $2.5 million – $2.8 million, this is a
whole new ballgame. Brands like Pepsi, which has advertised on the Super
Bowl forever, have decided there are more effective media venues,” noted
Passikoff.

Predicting Brand Loyalty
The Super Bowl Engagement Survey, like the Brand Keys Customer Loyalty
Engagement Index (www.brandkeys.com), is created to predictively measure
respondents’ true reactions to brands within the context of the medium.
Results correlate highly with consumer behavior, and are reliable
predictors of future brand purchase. “Think of it as identifying how the
media reinforces, or in some cases degrades brand values,” said
Passikoff. “What you want to see is a minimum of seven points added to
your brand to ensure you’re getting a real return on a very expensive
investment.”

Assessments for the 2010 Super Bowl XLIV advertisers:

Advertiser						"Super Bowl" R.O.I	

Anhauser-Busch	 (Budweiser)			+8
Audi									+6
Boost Mobile							-0-
Bridgestone Firestone (Halftime Sponsor)		+5	
CareerBuilder							+6
Cars.com								 -3
Coke									+2
Denny's								+9
Diamond Foods (Pop-Secret)				+10
Dockers								-2
Doritos								+9
Dr. Pepper Cherry						-4
E*Trade								-2
Electronic Arts							+7
Go Daddy.com							+3
HomeAway							-3
Hyundai								+10
Kia									-5
Mars									+5
Monster								+7
Motorola								+7
NFL									+9
Telaflora								-0-
TRUTV								-2
US Census Bureau						-0-
Unilever's Dove Men&Care					+7
Universal Pictures (The Wolfman)			+7
Viacom's Paramount Pictures (Shutter Island)	-0-
Viacom's Paramount Pictures (Iron Man 2)	+11
Viacom's Paramount Pictures (Last Airbender)	+4
Walt Disney (Alice In Wonderland)			-0-
Walt Disney (Toy Story 3)					+6

Engagement assessments are separate from how many eyeballs were watching
and are a reality check that lets advertisers know how super their media
buys actually are, and it can be done before signing a check. “It has
nothing to do with ‘being watched’ or of consumers ‘being aware,’ and
has everything to do with being emotionally engaged with the brand,”
noted Passikoff. “That’s vastly different from just being entertained. A
laugh is not an acceptable return on an investment of this size.”

Visit www.BrandKeys.com for company background

Contact Dr. Robert Passikoff
212 532 6028 x 12

http://finance.yahoo.com/news/Doritos-Reveals-Six-prnews-3542993702.html?x=0&.v=1

Fans Nationwide to Determine Which Winning Spots Will Go Head to Head with the Pros; Doritos Offers $5 Million to Sweep Top Three Spots of USA TODAY Super Bowl Ad Meter

PLANO, Texas, Jan. 5 /PRNewswire/ — The Doritos brand today revealed six finalists selected from more than 4,000 entries in the fourth annual Doritos “Crash the Super Bowl” challenge, where the stakes this year are bigger and bolder than ever. Contestants are not only competing to have their self-made Doritos commercials aired during the Super Bowl XLIV broadcast, they also are shooting to make history by beating the ad pros and garnering the top three spots in USA TODAY’s annual Ad Meter.

Last year, two unemployed brothers from Batesville, Indianareceived $1 million from the Doritos brand for trumping the Madison Avenue-made commercials and ranking No. 1 in the USA TODAY Ad Meter with their homemade Doritos commercial that they created for less than$2,000. It was a bold move that changed the brothers’ lives forever and kick-started their now-thriving careers in film and television. This year, three consumer-created :30 Doritos spots chosen by fans from the six finalists will air during the Super Bowl XLIV broadcast. The brand will give the winners a shared $5 millioncash bonus prize if the homemade ads claim the top three spots.

“Every year, we continue to be impressed with the talent our fans bring to the table,” said Rudy Wilson, vice president, marketing, Frito-Lay. “This year, however, Crash the Super Bowl achieved a new level of success with more than 4,000 entries coming from an incredibly wide range of ages, backgrounds and geographies, including entries with actual celebrities in them. This kind of mainstream involvement and excitement is something we never predicted, and we couldn’t be more excited about it.”

It is now up to Doritos fans nationwide to select the three homemade ads they want to see aired during the Super Bowl XLIV broadcast February 7, 2010 on CBS, and potentially become the first-ever consumer-created commercials to rank top-three in the USA TODAY Ad Meter. Consumers in the U.S. can vote for their favorite finalist once a day at www.crashthesuperbowl.com between January 5, 2010 and January 31, 2010. The winning ads will not be revealed to the world – or the six finalists – until they air on national television during the Super Bowl broadcast.

The Doritos challenge kicked off in September and was met with thousands of unique entries that celebrated the spirit and love for the Doritos brand. Each of the six finalists will win $25,000 and a trip to South Florida to attend Super Bowl XLIV where they will tune in to learn for the first time which three ads won when they air for a worldwide audience.

The six finalist ads (in alphabetical order) are:

• “Casket” by Erwin McManus of Whittier, CA
• “House Rules” by Joelle De Jesus of Hollywood, CA
• “Kids These Days” by Nick Dimondi of Cary, NC
• “The Smackout” by Brendan Hayward of Santa Monica, CA
• “Snack Attack Samurai” by Ben Krueger of Minneapolis, MN
• “Underdog” by Joshua Svoboda of Raleigh, NC

Potential grand prizing for the contest will be based on each of the three winning ad’s ranking on the USA TODAY Ad Meter:

• $1 million will be awarded for a Doritos ad that scores the number one spot on the Ad Meter
• $600,000 will be awarded for a Doritos ad that scores the number two spot on the Ad Meter
• $400,000 will be awarded for a Doritos ad that scores the number three spot on the Ad Meter

If the consumer-created Doritos ads sweep all top three rankings of the USA TODAY Ad Meter, an additional$1 million bonus will be awarded to each winner for a total prize giveaway of $5 million.

In addition to sending the six finalists to this year’s Big Game, Doritos is giving online voters a chance to get in on the action by giving away a pair of Super Bowl tickets every day of the voting period. While at the contest Web site voting, visitors also can enjoy watching all 4,063 of the creative and entertaining submissions that came in from every corner of the country. Details about the vote-and-win game, including official rules, are also available at www.crashthesuperbowl.com. Fans also can get updates by following @DoritosUSA on Twitter or visiting the official Doritos Facebook page.

The USA TODAY Super Bowl Ad Meter tracks the second-by-second responses of a panel of viewers to ads during the national broadcast of the Super Bowl and ranks them favorite to least favorite. Created in 1989,USA TODAY‘s Ad Meter has been regarded as the most influential Super Bowl ad rating in the advertising industry.

Crash the Super Bowl is one of many ways the Doritos brand continues to turn control over to consumers. The brand’s commitment to fan-empowerment began with the Doritos “Crash the Super Bowl” program, which started in 2007 and has turned the brand’s Super Bowl advertising over to its fans every year. In addition, Doritos has put consumers in control through a variety of other exciting opportunities, including its “Unlock Xbox” challenge where fans compete to have their Xbox LIVE® Arcade game concept developed and made available for download worldwide; and “Doritos Late Night,” which provided Doritos fans ground-breaking virtual musical performances by blink-182 and Big Boi through the power of augmented reality technology where fans could enjoy and control the performances in the palm of their hand.

BROADCAST / PRINT / TV MEDIA: Broadcast quality video, photo stills and press information is available to preview, download and share at www.magicbulletmedia.com/MNR/DoritosSuperBowl

Frito-Lay North America is the $12 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. Learn more about Frito-Lay at the corporate Web site,http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter atwww.twitter.com/fritolay.

PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

Contact:

Chris Kuechenmeister

Frito-Lay

972-334-2044 office

214-422-8901 cell

Chris.Kuechenmeister@fritolay.com

http://tinyurl.com/yzbna7c

Posted on Wed, 16 Dec 2009 08:00:00 CST | by Luigi Lugmayr

Frito-Lay Doritos has one of the best advertising concepts for the Super Bowl. The company invites anybody to submit self-made Doritos ads in what they call Crash The Super Bowl.

Last year Doritos even made it on top of the USA Today Ad Meter with the Doritos Crystal Ball commercial (watch below) created by the Herbert Brothers. Doritos paid them $1 million because of that.

This year Doritos made the contest even bigger. They will air three Doritos ads during the Super Bowl 2010 that are voted by you on the Crash The Super Bowl site starting in 3 weeks.

If an ad makes it in the USA Today Ad meter top 3 the creators get $1 million for the 1st spot, $600,000 for the 2nd and $400,000 for the 3rd. If all first three places are taken by Doritos ads each gets a $1 million on top. There is a potential that Doritos pays out $5 million.

This price money has motivated a lot of people and there are over 4,000 submissions of Doritos Super Bowl 2010 ads.

You can watch already the ads on the Doritos Crash The Super Bowl site, but voting will not start for another 19 days.

http://www.crashthesuperbowl.com/