Doritos: King of Ads
Abbott Mead Vickers BBDO
SUMMARY
"King of Ads” invited consumers to make the next TV advert for Doritos with the lure of a £200K reward. So hasn’t user-generated content (UGC) all been done before? Well yes, but no-one does it like Doritos - it's part of their brand DNA.
Doritos enjoyed success with UGC back in 2008, particularly in actively engaging loyal fans. So it was no surprise that in 2010 they wanted to do it all over again. This time, however, the challenge was much bigger. Not only did we want to emulate the success...