Potential
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.