Our Award-Winning Work
In 2007 alone, Millsport earned nine awards for its sports marketing programs, including a prestigious Cannes Gold Lion, Promo PRO Award, Globes Award, Stevie Award, Ex Award, and a Bill Veeck Sports Marketing Award from St. Louis University.
Doritos: Crash the Super Bowl
Objective
DORITOS ® brand Tortilla Chips is the dominant player in the Flavored Tortilla Chips category. Its consumers serve as the anchor for the brand and developing a deep understanding of our core users allowed Doritos to create a breakthrough program that excited and engaged a notoriously fickle group. Understanding that the Doritos target consumer is a member of a younger, technology-savvy group that has mastered multi-tasking with media, we sought to boost relevancy and awareness of the brand by delivering a promotion that capitalized on consumer trends which reflect the target’s core values.Strategy
Working with the client’s agency partners, Millsport and The Marketing Arm developed a truly integrated marketing campaign that engaged consumers in-store, online, and through both earned and paid media. The promotion gave Doritos-lovers a once-in-a-lifetime opportunity to create a 30-second commercial ad about their passion for Doritos and committed to air the winning ad, unedited, on the world’s largest advertising stage: the Super Bowl.User-generated viral sites including Yahoo!, YouTube and My Space, delivered the casting-call to Doritos enthusiasts. The website (www.crashthesuperbowl.com) became a place where consumers could view ads, rate them and express their thoughts on them. It became a forum for conversation centering around the brand and consumers creativity.
Participants had eight weeks to produce a commercial and a committee of panelists narrowed the entries down to five finalists. Doritos’ panelists chose the top 5 ads and the finalists received $10,000 and a private Super Bowl viewing party in Miami. After the top-five were selected they began to receive interviews locally and nationally and became spokespersons for their own creativity and the Doritos brand.
The American public voted online for two weeks (January 5-19) and chose their favorite video. A consumer call-to-action was issued in-store on millions of Doritos bags beginning in early January. The Vote and Win aspect allowed consumers the chance to win NFL gear instantly by going on and casting their vote for their favorite ad.
Building up to the Super Bowl, we flew the finalists to Miami where a dedicated team worked to garner national and local PR to engage a broader audience leading up to the game.
True to the Doritos essence of "big and bold," we aired America’s two favorite ads -- “Live the Flavor” and “Check Out Girl” -- on the world’s largest advertising stage: The Super Bowl. Following the game, Doritos aired all five finalist ads, kicking off one of the industry’s first consumer-generated, consumer chosen, national ad campaign.
Results
The contest winner, appropriately titled “Live the Flavor,” ranked #4 on USA Today’s Admeter, one of the highest ever for Frito-Lay and PepsiCo. The commercial also won YouTube’s Super Bowl Challenge, a separate contest organized by You Tube, asking all visitors to vote for their favorite Super Bowl commercial.“Live the Flavor” was viewed more than one million times during the contest, earning a complimentary placement on YouTube’s home page worth $150,000. Throughout the voting phase, there was tremendous support surrounding all 5 finalists and, in particular, the top two videos.
