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Crowdsourced Snack Ads

The Doritos 'King of Ads' Commercial Contest Gives Consumers Control

— February 22, 2010 — Marketing
User-generated campaigns have been widely used but in Britain, never has a advertising campaign given the audience such a huge incentive. The Doritos 'King of Ads' commercial contest asks consumers to make a 29-second advert for the chip brand, encouraging people to be as creative, left-field or adventurous as they like.

The rewards for the Doritos King of Ads contest are plentiful. Not only does the winning director stand to pocket a cool £200,000, they'll also have their commercial broadcasted on national TV--not bad for your first ad. The incentive also goes beyond the cash prize, since the advertising industry is notoriously difficult to break into.
Trend Themes
1. User-generated Advertising - Opportunity for businesses to engage their audience and generate creative and authentic content.
2. Crowdsourced Campaigns - Opportunity for businesses to tap into the creativity of their customers and create a sense of ownership.
3. Incentivized Competitions - Opportunity for businesses to incentivize consumers to participate and increase brand loyalty.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertising agencies to embrace user-generated content and leverage it for campaigns.
2. Food and Snacks - Disruptive innovation opportunity for food and snack brands to engage their customers by involving them in the advertising process.
3. Media and Broadcasting - Disruptive innovation opportunity for TV networks and media companies to showcase user-generated content and engage their audience.
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