For the last 9 years Doritos has used consumer-generated advertising for the Super Bowl. This AdAge article has links to the top five Dorito ads for the 2015 Super Bowl. The winner will receive $1 million and an opportunity to work as a contractor for Universal Pictures in Hollywood.

Discussion Questions:

  1. After watching the five videos, which is your favorite? Why?
  2. Do you think this is a good strategy for Doritos? Why or why not?
  3. Why does Doritos pick the Super Bowl to run this type of campaign? What are the benefits? What are the drawbacks?
  4. Do you watch the ads on the Super Bowl? Why or why not?
  5. In your opinion, what makes a good Super Bowl ad?

About Dr. Ken Clow

Co-author of textbook.

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