User-generated campaigns have been widely used but in Britain, never has a advertising campaign given the audience such a huge incentive. The Doritos 'King of Ads' commercial contest asks consumers to make a 29-second advert for the chip brand, encouraging people to be as creative, left-field or adventurous as they like.
The rewards for the Doritos King of Ads contest are plentiful. Not only does the winning director stand to pocket a cool £200,000, they'll also have their commercial broadcasted on national TV--not bad for your first ad. The incentive also goes beyond the cash prize, since the advertising industry is notoriously difficult to break into.
Crowdsourced Snack Ads
The Doritos 'King of Ads' Commercial Contest Gives Consumers Control
Trend Themes
1. User-generated Advertising - Opportunity for businesses to engage their audience and generate creative and authentic content.
2. Crowdsourced Campaigns - Opportunity for businesses to tap into the creativity of their customers and create a sense of ownership.
3. Incentivized Competitions - Opportunity for businesses to incentivize consumers to participate and increase brand loyalty.
Industry Implications
1. Advertising - Disruptive innovation opportunity for advertising agencies to embrace user-generated content and leverage it for campaigns.
2. Food and Snacks - Disruptive innovation opportunity for food and snack brands to engage their customers by involving them in the advertising process.
3. Media and Broadcasting - Disruptive innovation opportunity for TV networks and media companies to showcase user-generated content and engage their audience.