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

By: Julian - Published: Feb 22, 2010 • References: kingofads.doritos & marketingweek
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. Stats for Crowdsourced Snack Ads Trending: Older & Mild
Research: 2,903 clicks in 326 w
Interest: 4 minutes
Concept: User, Generated, Advertising, Campaign
Related: 39 examples / 30 photos
Segment: Neutral, 18-35
Comparison Set: 14 similar articles, including: crowdsourcing billboards, runway holograms -â the deisel fashion show brings grungewear to otherworldy dimensions, and interactive tables and floors.