Name	Position	Company
Ann Mukherjee	Vice President of Marketing	Frito-Lay
Jason McDonell	Director of Marketing	Frito-Lay
Rudy Wilson	Brand Manager	Frito-Lay
Nichole Taylor	Associate Product Manager	Frito-Lay
Jared Dougherty	Director of Public Relations	Frito-Lay
Andrew Robinson	Senior Vice President	Millsport
Kelly Johnson	Account Director	Goodby/Silverstein/Partners
Chris Bellinger	Chris Bellinger: Account Director	TPN
Chris Hoopes	Client Communications Director	OMD
Suhaila Suhimi-Waldner	East Coast Digital Media Director	OMD

Doritos are notorious for bringing big, bold, complex flavors to the snacking experience. Their competitors were outspending them 2 to 1 and recent Doritos messaging had been inconsistent. Doritos needed to regain relevance and build awareness with their target in an unexpected way—ultimately changing the game. Doritos needed to re-ignite passion in their fans. We created the Crash the Super Bowl (CTSB) contest where chip lovers were invited to create commercials about what the Doritos experience means to them. Winner would debut ad on the world's largest advertising stage: the Super Bowl! Influencing 90MM consumers and fueling massive PR.

Doritos gave consumers a once in a lifetime chance! Participants had eight weeks to produce a video entry, panelists narrowed down five and the public voted. The five finalists received $10,000, a trip to THE GAME and immeasurable press coverage. The final video chosen as America's favorite aired as a Doritos commercial during the Super Bowl XLI broadcast. LI Doritos core target actively pursues personalized content. Yahoo!, YouTube and MySpace, delivered the casting-call for entries.

For YA's to participate in advertising, it must be on their terms, where consumers have control. Due to 24/7 availability of unfiltered feedback, our target developed a desire for authentic messaging. They've embraced media as a forum for self-expression and CTSB spoke directly to their passions; user-generated content, tech trends and the Super Bowl. Watching the Super Bowl is a "sacred ritual". Having your ad chosen to appear during the Super Bowl- utopia! ($2.6MM/:30 commercial)

Press generated $1billion+ impressions (worth over $35MM) 925,000 unique visitors viewed 1,070 video submissions 3MM times January sales increased 12% vs. YAG Winning video "Live the Flavor," ranked #4 on USA Today's Super Bowl Admeter, won YouTube's Super Bowl Challenge and earned a complimentary placement on YouTube homepage worth $150,000.