Pepsi Lets Fans Create Super Bowl Ads

PepsiCo is offering up to $5 million to social media savvy fans who produce the best Super Bowl ads.

PepsiCo (Stock Quote: PEP) is getting into the game. The company announced Wednesday that it is offering up to $5 million to creative consumers who produce the best Super Bowl ads in time for the big game.

PepsiCo purchased a record number of six 30-second spots for its fourth annual “Crash the Super Bowl Contest.” Three spots will feature Doritos, while three additional ads will feature the new low-calorie beverage, Pepsi Max. Together the six spots will make PepsiCo one of the game's biggest ad spenders.

“Every year, the bar gets higher and higher,” Anindita Mukherjee, senior vice president and chief marketing officer of Frito-Lay North America (the convenient foods unit of PepsiCo),tells MainStreet. She explains that the contest was expanded because the advertising model engages consumers and gives them a real voice in the brand.

Last year, the company ran a total of four consumer-generated spots that featured Doritos exclusively. According to Mukherjeem, the contest received more than 4,000 submissions.

This year, interested participants have from Sept. 27 to Nov. 15 to upload their 30-second Doritos or Pepsi Max commercials onto the contest’s website for consideration.  

The company will select five of the best Doritos ads and five of the best Pepsi Max ads in January. Ten finalists will each receive $25,000 and a trip to Dallas to attend Super Bowl XLV in a private luxury suite. There, they’ll learn which six ads won as they air for a worldwide audience.

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