A week ago, PepsiCo launched the 8th edition of the Crash The Super Bowl contest, probably the world’s most famous, open-to-all video advertising competition. For the eight year, PepsiCo invites individuals to compete to have their own Doritos ads air in front of millions during Super Bowl XLVIII, the pinnacle of television advertising. What’s new this year? Doritos is opening Crash The Super Bowl (CTSB) up to the whole world, or at least to any of the 46 countries where Doritos are sold.
To talk about this latest evolution, but also about the general strategy of relying on consumers for the production of advertising content, I had the great pleasure to talk to Chris Kuechenmeister, Senior Director of Public Relations at Frito-Lay North America (which is part of PepsiCo). He kindly replied to my tweet and we had a very interesting chat on Monday. Here’s his insider perspective on this pioneering crowdsourcing initiative. One question a day. Continue reading →