# Crowdsourced Snack Ads The Doritos 'King of Ads' Commercial Contest Gives Consumers Control By Julian | Published 2010-02-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/doritos-king-of-ads References: [marketingweek](http://www.marketingweek.co.uk/news/doritos-offers-consumers-chance-to-create-new-ad/3009993.article) & [kingofads.doritos](http://kingofads.doritos.co.uk/) User-generated campaigns have been widely used but in Britain, never has a advertising campaign given the audience such a huge incentive. The [Doritos](https://www.trendhunter.com/trends/doritos-x-a-minecraft-movie) '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 Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 7% | Activity: 81% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **User-generated Advertising:** Opportunity for businesses to engage their audience and generate creative and authentic content. - **Crowdsourced Campaigns:** Opportunity for businesses to tap into the creativity of their customers and create a sense of ownership. - **Incentivized Competitions:** Opportunity for businesses to incentivize consumers to participate and increase brand loyalty. ### Where This Applies - **Advertising:** Disruptive innovation opportunity for advertising agencies to embrace user-generated content and leverage it for campaigns. - **Food and Snacks:** Disruptive innovation opportunity for food and snack brands to engage their customers by involving them in the advertising process. - **Media and Broadcasting:** Disruptive innovation opportunity for TV networks and media companies to showcase user-generated content and engage their audience. ## Related on Trend Hunter - [Squarish Cinematic Snack Sweepstakes](https://www.trendhunter.com/trends/doritos-x-a-minecraft-movie.md) - [Snack Brand Travel Campaigns](https://www.trendhunter.com/trends/holiday-contest-campaign.md) - [Flame-Grilled Billboards](https://www.trendhunter.com/trends/flame-grilled-billboard.md) - [Consumer-Driven QSR Burger Contests](https://www.trendhunter.com/trends/million-dollar-whopper-contest.md) - [Breaking News-Styled TV Ads](https://www.trendhunter.com/trends/tyrrells-chips.md) - [Festive Chip Campaigns](https://www.trendhunter.com/trends/kettle-chips-christmas-campaign.md) - [Cheeky Snack Chip Campaigns](https://www.trendhunter.com/trends/doritos-a-spicy-but-not-too-spicy-plumber.md) - [Collaboration Burger-Flavored Snack Chips](https://www.trendhunter.com/trends/flamegrilled-whopper-doritos.md) - [Multidimensional Fan Experiences](https://www.trendhunter.com/trends/stranger-things-season-4.md)