Reno, Nev – Wonder how Doritos was able to give not one, not two, but three people the chance to win a million bucks in their “Crash The Super Bowl” promotion?
It’s easy, they turn to companies like Odds On Promotions to insure their user-generated content contests and promotions so that in the event they have a big winner, the prize insurance provider will be there to pick up the tab.
In case you missed it, Doritos gave their “fans” the chance to win $1,000,000 if a customer-created Doritos commercial won the designation of best ad of the game as decided by the USA TODAY Ad Meter.
After having had a $1,000,000 prize-winning spot last year, Doritos doubled down, offering to reward a multi-million dollar bounty if 3 of the 4 Doritos “user-generated” ads that ran during the football game could sweep the top three spots on the Ad Meter.
According to Odds On Promotion’s Risk Manager Zak Woodhead, “We consider this promotion to be somewhere between a performance bonus and incentive program. Giant prizes are a very effective means of incentivizing behavior… in this case – getting customers to create great content. And by offering a “performance bonus” based upon how the well the ads did, it became an effective way to draw media attention to this user-created content (UCC) contest.”
While Doritos was beaten out by Snickers for the game’s top spot, the contest resulted in a number of fantastic game-day ads that got everyone talking about the Doritos brand on Monday morning.
UPDATE: Crash the Super Bowl 2011!
Promotion ran again this year, courtesy of Frito Lay. This year all 10 Crash the Super Bowl finalists received $25,000 and a trip to attend the Super Bowl. Grand prizes were based on how each winning ad ranked on the USA TODAY Ad Meter:
• $1 million awarded for an ad that scores number one on the Ad Meter
• $600,000 awarded for an ad that scores number two on the Ad Meter
• $400,000 awarded for an ad that scores number three on the Ad Meter
If the consumer-created Doritos or Pepsi MAX ads swept all top-three rankings of the USA TODAY Ad Meter, an additional $1 million bonus would be awarded to each top-three winner for a total prize giveaway of $5 million.
You can view all of this year’s entries at the FritoLay Media Center
Then give Odds On Promotions a call today at 888-827-2249 to learn more about running your own giant-prize promotion featuring user-generated content!