Andrew Kirkby

Doritos: Crowdsourcing the Super Bowl

by Andrew Kirkby


Doritos. It’s not all about Midnight Tacos and Last Call Jalapeno Poppers. For the last few years, the Doritos brand has been running its ‘Crash the Super Bowl’ crowdsourcing campaign. An annual contest, aimed at consumers to write, shoot and submit a Doritos Super Bowl commercial to be aired live during the event. The results are hilarious. Doritos owner, Frito-Lay, also offers a handsome incentive of $1, 000, 000 for the winner, $600, 000 to 2nd place, and $400, 000 to 3rd place. The winner is decided on the USA Today Super Bowl Ad Meter, an annual survey of television commercials conducted by the USA Today newspaper in a live poll during the telecast of the championship game.

I was really surprised by the quality of these commercials, in terms of both concept and production value. Needless to say, the commercials have all gone viral online, generating millions of views and significant exposure for the brand. The ‘Crash the Super Bowl’ campaign is a sterling example of the immense value and ROI of crowdsourcing. For information on crowdsourcing or if you would like to propose a challenge to the public, you can visit, Quirk’s official crowdsourcing platform. Otherwise just sit back, relax and enjoy this side-splitting montage of the Super Bowl XLIV’s 2010 finalists:

Also check out: our viral vault


About The Author

Andrew is a member of our Design team. His particular (ridiculous) skills include video production and strategic thinking.


Awesome concept with a real practical application.

I am still trying to get my head around this whole "crowd-sourcing" concept and its practical applications (particularly for SMEs) but campaigns like these make it far more practical and undestandable.

Nice post

Posted by Marc on 2010/01/10

Awesome clip. Well done Doritos.

P.S. Andrew the video player is really bad, its very very slow and you can't see how much of the clip has buffered.

Posted by Homey on 2010/01/14

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