A Legendary Campaign Returns
In September 2024, Doritos announced the revival of its beloved “Crash the Super Bowl” campaign, challenging fans to craft their 30-second commercials. Submissions poured in until November 11, 2024, reflecting a renewed enthusiasm for consumer participation. The stakes were high: a $1 million prize and a coveted Super Bowl LIX ad spot. This initiative reignited the brand’s tradition of empowering fans to shape its marketing narrative, blending nostalgia with modern marketing sensibilities.
From Submissions to Super Bowl Stardom
The selection process was both rigorous and engaging. A panel of judges meticulously reviewed thousands of entries, narrowing them down to 25 semifinalists. From there, three finalists emerged, and in a nod to the campaign’s democratic roots, the final decision was handed over to the fans. In January 2025, consumers voted for their favorite ad, reaffirming the brand’s commitment to community-driven content.
The Winning Ad: ‘Abduction’
The winning commercial, “Abduction,” created by Dylan Bradshaw and Nate Norell, struck the perfect balance of humor and brand alignment. The 30-second spot hilariously depicted a man defending his Doritos from an alien abduction, only to bond with the extraterrestrial over their mutual love for the snack. The ad entertained and embodied Doritos’ “For the Bold” ethos, making it a standout during Super Bowl LIX.
Impact and Industry Reception
“Abduction” marked Doritos’ 25th Super Bowl advertisement and was widely praised for its creativity and relatability. The campaign garnered significant media attention, with outlets like Adweek highlighting its success in blending humor with brand messaging. More importantly, the initiative demonstrated Doritos’ ability to adapt its marketing strategy to the evolving landscape of consumer engagement.
Strategic Insights from Doritos’ Playbook
The revival of “Crash the Super Bowl” offers several key takeaways for marketers. Doritos’ invitation for fans to co-create its Super Bowl ad fostered a sense of ownership and deepened brand loyalty. By transforming consumers into creators, Doritos diversified its content and tapped into authentic, relatable storytelling that resonated with a broad audience. The contest format harnessed the competitive spirit of Doritos’ fan base. The allure of a $1 million prize and national exposure during the Super Bowl proved powerful motivators, driving unprecedented participation and engagement across digital platforms. By relying on user-generated content, Doritos minimized traditional ad production costs while maintaining high creative standards. This approach demonstrated that brands could achieve premium-quality content through consumer participation, reallocating budget savings toward broader campaign amplification.
Furthermore, the campaign wasn’t just about creating a Super Bowl ad and building a community of passionate fans. By involving consumers in the creative process and celebrating their contributions, Doritos cultivated a loyal, engaged audience that felt personally connected to the brand’s success.
The Broader Marketing Impact
Doritos’ successful campaign revival underscores the power of user-generated content (UGC) in modern marketing. The campaign enhanced brand engagement and positioned Doritos as a pioneer in leveraging consumer creativity at scale. The positive reception from both consumers and industry professionals highlights a shift towards more authentic, participatory marketing strategies.
Applying Doritos’ Strategy to Small Brands
While Doritos operates globally with substantial resources, small brands can still harness similar strategies to foster consumer engagement and creativity, even without a Super Bowl-sized budget. Starting with modest initiatives, brands can engage their audiences by launching creative contests on social media, encouraging followers to produce content reflecting their brand experiences. Incentives do not have to be grand; product giveaways, exclusive discounts, or even spotlighting user-generated content on official channels can effectively motivate participation.
Leveraging social media platforms like Instagram, TikTok, and Twitter allows the widespread dissemination of user-created content. By using branded hashtags, small businesses can track submissions while encouraging participants to share their work within their networks, thus organically amplifying the brand’s reach. This strategy broadens exposure and fosters a community of creators who feel valued and heard. Engaging with participants by commenting on their submissions, sharing their stories, and publicly acknowledging their efforts builds deeper connections and strengthens brand loyalty over time.
Aligning these campaigns with local events, holidays, or niche industry gatherings can enhance cultural relevance. While the Super Bowl offers unmatched visibility, smaller, more targeted events can provide meaningful opportunities for engagement within specific communities. Encouraging content that reflects genuine interactions with the brand adds an authentic touch that resonates more deeply with audiences than overly polished marketing materials. This authenticity helps build trust and fosters lasting emotional connections.
Moreover, small brands can reallocate those savings to amplify the best submissions by reducing the costs typically associated with professional ad production through user-generated content. Investing in targeted advertising to promote standout user-created content ensures that the most compelling stories reach a broader audience, maximizing the impact of these grassroots campaigns.
In conclusion, Doritos’ “Crash the Super Bowl” campaign exemplifies the transformative power of consumer-driven marketing. Small brands can adapt these principles—emphasizing creativity, community engagement, and authenticity—to create campaigns that resonate with their audiences and build enduring brand loyalty. By fostering a collaborative relationship with consumers, brands can cultivate a vibrant community and drive meaningful connections beyond a single campaign.
