Consumers are becoming marketers for Super Bowl products in a variety of ways. Here are a few examples.
In its seventh installment of its popular Crash the Super Bowl contest, Doritos, a division of PepsiCo’s Frito-Lay, will once again air consumer-generated commercials during the big game and provide the winners with the chance to receive $1 million if their ad scores No. 1 on the USA Today Ad Meter. For the first time, the contest drew in consumers from across the nation who could participate by offering props, talent or suggestions for contestants. Fans voted on Facebook for their choice of the best commercial and Doritos picked the second consumer-generated ad to air Sunday. Here's one of the finalists.Photo Bombing With Beyonce: Beyonce fans who want to get a chance to share a stage with the famous vocal artist who is starring in the Super Bowl Half-Time Show sponsored by Pepsi submitted photos of themselves to the company in the hopes of being selected to appear in her on-air introduction. Fans who visited Pepsi’s online contest site were given a series of poses to photograph showing off their head-bopping, shoe-tapping dance moves. No word on whether they had to lip-sync the songs with the star.The fate of the high school student driving his father’s 2013 Audi S6 Sedan to his prom will be in the hands of consumers who will vote on their favorite of three different endings to the commercial that will air during the Super Bowl. Fans can give their two cents via Facebook and Twitter, and Audi gets an additional boost of viewers who will check back to find out which version of the ending won the tally.Consumers will help Pizza Hut sell pies by uploading videos of themselves shouting their best version of “Hut-Hut” for a Super Bowl promotion by the restaurant chain that will give them the chance to star in a commercial to be aired right before the game. On Tuesday, everyone will get a freebie from the company when it gives away a new food item as part of Pizza Hut's Super Bowl marketing.
