PLANO, Texas - The Doritos brand announced today that it is once again turning over its Super Bowl ad air time to its fans. But, this time there will be no ad. Instead, unsigned artists will be invited to share an original song that is, like Doritos, inspired by the musician’s passion and creativity based on his or her own bold or intense experiences. Fan votes will ultimately determine which individual singer or band wins the once in a lifetime chance to have their original music performance aired during the Super Bowl advertising time traditionally reserved for Doritos commercials.
In addition to having their “big break” on one of the world’s most-watched stages, the winner – who will not be revealed until their video performance airs during Super Bowl XLII on FOX – will also receive a recording deal.
Beginning October 25, 2007, unsigned artists are invited to post a video of themselves performing their own original song, as well as an audio file of the same song to enter the contest. More information about the contest is available today at http://www.snackstrongproductions.com/
“We are not looking for the new Doritos jingle, we are looking to entertain the fans we love during the Super Bowl with a great song and a great performance from any genre,” said Ann Mukherjee, vice president, marketing, Frito-Lay. “Doritos knows there are plenty of talented but undiscovered musicians out there and we want to help them celebrate their passions and fulfill their dreams. With an audience of millions, turning over our Super Bowl ad time is the best way for us to give Doritos lovers the ultimate stage to be discovered and potentially launch a career.”
In December, 10 semi-finalists will be selected by a panel of judges, revealed online and consumers will vote to determine which three performers make it to the final round. Fans will then again vote online among the three finalists, to determine which music act will take the coveted stage during the Super Bowl XLII broadcast on FOX on Feb. 3, 2008 and win a record deal. The three finalists will each be awarded $10,000 and a trip to Phoenix to attend the Doritos Super Bowl party.
In addition to engaging in the fan-driven community at http://www.snackstrongproductions.com/, Doritos and music lovers alike can learn all about the rising stars competing for the Super Bowl stage through program partner MySpace. As a leading online destination to discover and share music, MySpace will open the door for budding musicians to share their original songs, while also inviting music lovers everywhere to tune in to hear the new sounds, beats and lyrics discovered as part of the program. Fans can also visit MySpace’s new Super Bowl ad profile page (www.myspace.com/superspots), which was created in associations with FOX Sports and allows users to view all the ads from the Super Bowl XLII broadcast, including the Doritos “Crash the Super Bowl ” winner.
The “Crash the Super Bowl” campaign is the evolution of the Doritos brand allowing consumers to be in control. Earlier this year, the Doritos brand aired two consumer-created commercials during Super Bowl XLI as part of the first Doritos “Crash the Super Bowl” challenge. These two ads kicked-off the first-ever consumer-created Doritos brand television ad campaign, in which all five of the Doritos “Crash the Super Bowl” finalists’ ads aired on national television.
Frito-Lay North America is the $10 billion convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.