Cocreated Super Bowl advertising

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Co-created Super Bowl advertising
March 2007
The enclosed material is proprietary to the ECC
Partnership and is for the internal use of the
addressee only.
Francis J. Gouillart ? The Experience
Co-Creation Partnership ? 100 Main Street,
Suite 130 ? Concord, MA 01742 ? Mobile 1
781 888 0186
vramaswamy_at_eccpartnership.com fgouillart_at_eccpartne
rship.com
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Co-created advertising is the rage

• Sept. 14, 2006 Do-it-yourself ads will move
  from Web promotions to the biggest stage in
  advertising with the airing of the first homemade
  commercial in a Super Bowl.
• The consumer ad will vie for viewer attention
  with some of the fanciest professional
  commercials.
• Frito-Lay on Thursday will invite consumers to
  enter their own 30-second ads for Doritos in an
  online competition, with the winner broadcast
  during the Feb. 4 NFL championship on CBS.
• Frito-Lay marketer Ann Mukherjee says the core
  Doritos age group is 16 to 24 and that handing
  over an ad slot worth 2 million-plus is worth it
  to involve them with the brand. She says
  interaction and putting them in charge are key in
  marketing to that group.

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Doritos angle Crashing the Super Bowl
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1,060 submissions posted on Doritos website,
YouTube-style
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Website visitors chose the winning video

• Doritos judges chose 5 finalists.
• Each won 10,000 and a trip to Miami for a
  private Super Bowl party.
• But viewers chose the winner.
• Announced and aired during the Super Bowl.

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Opening up the production process

• Thousands of user comments in a forum on the
  Doritos website.

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The Doritos ads recirculate on YouTube, giving
them a far longer shelf-life than typical ads
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Chevy enlisted fresh-faced, All-American college
kids for its ads

• All-American look fits Chevrolets master
  advertising strategy.
• 820 teams from 230 schools.

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Chevy website worked real ads into the ad contest
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The Chevy ad contest created its own buzz
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Chevy kept the buzz going with an
insert-your-own-image version
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In addition to YouTube postings
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The NFL set up a contest for a co-created house ad
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Online submissions were combined with three live
events
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The usual YouTube posting with a twist

• The NFLs contest was for ad pitches, not actual
  ads.
• They turned to experts for production.
• Counter to the concept of co-creation?
• The YouTube post showed the winner talking about
  his idea.
• Not terribly interesting, but its been viewed
  126,000 times nonetheless.

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Postscript the ultimate DIY ad