The Super Bowl draws in more than 100 million viewers each year from around the world. Some watch for the game but many of these viewers only watch for the debut commercials. Companies spend upward of 4 million dollars for one 30-second spot during the four-hour broadcast.
Although we will still see the classic Budweiser and Coke commercials, Doritos will be ending a 10 year tradition. Since 2006, Doritos has run their “Crash the Super Bowl” campaign, which allows consumers to submit a 30-second ad that could be aired during the Super Bowl. This has generated some of the top Super Bowl commercials of the last decade.
After 9 years, 8 installments, 32,000 entries and 7 million dollars in prizes Doritos is abandoning the project because of risks involved. The company feels the contest would no longer be profitable because of increasing prices for ad space.
On one side, Doritos now has the reins of their Super Bowl ads; however, ending the contest could upset participants and viewers that have followed the campaign. While we still have the 2016 “Crash the Super Bowl” ad, it remains to be seen how Doritos will position themselves for Super Bowl LI.
Do you think Doritos’ decision to end the campaign will impact them positively or negatively?
-Nick, Melanie, Mary & Patrick
IMC Hawks Blog 
I think Doritos will be just fine. Although I thoroughly enjoyed all the unique and creative ads that were created by “we” the viewers. I myself have participated in the making of a Doritos Crash the Superbowl ad, and it was a great experience. I had a lot of fun working with friends to create something that had a possible chance to be seen by millions of viewers across the globe. I will miss the campaign, but in the end Doritos has done well in maintaining it’s brand. Something I don’t see fading away. I’m sure in time they will come up with a new creative endeavor to keep their product in the public’s eye. Until then, I will keep munching on my Cool Ranch Doritos in anticipation.
Nick, Melanie, Mary and Patrick! Your post was great! I enjoyed reading it and learned something new today, because I didn’t know anything about this. I personally feel that Doritos’ decision by dropping the campaign will not effect them negatively in any way. My first reason for thinking so is because simply, almost everyone enjoys eating Doritos. I know I am not going to stop eating them or buying them because they decided to participate in the Super Bowl. My second reason is because Doritos has been around for a long time, they have made wise decisions in getting them as successful and as popular as they are now. I to wouldn’t blame them for wanting to drop this. Like in the paragraph previously stated above, $4 million dollars for a 30 second ad is absurd! Now they will be $4 million dollars richer and find other way to promote themselves and get their brand out there.
Very interesting article! I did not know Doritos has been doing this since 2006. That is disappointing to hear that they will no longer be doing their “Crash the Super Bowl” campaign because Doritos commercials have been my favorite for the last few years and I think by far the most humorous. I believe that them ending this campaign will have a negative impact because it reduces potential for creativity, thus the commercials will not be as attention drawing to the viewers.
That’s a very interesting question you threw at the end there. Hmmm, I can’t really decide which way it will impact them because I think both will happen. Negative impacts on the company will hit due to unhappy contestants and consumers. Doritos truly is one of my favorite commercials to look for during the Super Bowl so knowing that they won’t be participating makes me kinda sad but I’ll always eat doritos no matter what, so that’s pretty positive. But in this day and age it makes sense that the company would stop doing something if its costing more than they’re making.
Reading this I actually got pretty upset. I love the Doritos commercials! With that being said, I believe that ending the campaign will negatively impact their company. Going with what you are saying, people look forward to the Super Bowl commercials and seeing what people have created. Having viewers see the advertisements of the product is one thing, but giving them the opportunity to work with the company and possibly having a commercial is huge. I believe it makes the company seem generous. This campaign/contest is a great idea, and people love it. It would be a shame if they were to come to an end.
I believe that the cancellation of their contest will not impact them too much in a bad way. I believe that it will disappoint some of the talented people that send in submissions every year. It could possibly bring some of the creativity of the commercials down because so many different minds and ideas are being used in this process and when they stop getting submissions, the popularity of the commercials could decline. But it is also a successful company and they should be able to do fine without the submissions.
I do enjoy watching some of those Super Bowl commercials, especially the Doritos fan ads. I had no idea they had stopped that campaign as I thought it was working well in their favor. As such I feel it was a poor decision for them to cancel this and I’m a little sad they did so.