The NFL is returning in September and Doritos is giving football fans the chance to star in their own ads to air during live games. The food brand’s “Crash From Home” initiative asks fervent fans to create their own snack commercials from home and submit them online for a chance to win a cash prize. Doritos will select 15 ads to run during the first NFL Sunday Night Football game on September 13, with the winning videos being spliced together for a complete compilation commercial. Each winner of the sweepstakes will also get a $10,000 cash prize for their commercial creation.
Doritos is marketing its home-based campaign on Instagram and Twitter with the hashtag #CrashFromHome, which could help drive participation as posts touting contests typically reach high engagement rates with consumers according to a Gartner report. The snack food brand also created a short video teaser for digital media and television calling on homebound content creators to make a video. By launching a multichannel campaign, Doritios could reach a wider audience and tap into the millions of homebound consumers spending more time on technology seeking entertainment during the Coronavirus pandemic. The Crash From Home campaign could appeal to many fans, as creating short videos—mostly for TikTok—has become a common pastime during the pandemic. By offering a large cash incentive, Doritos could further engage those in need of some extra money as layoffs, furloughs, and record levels of unemployment have left many consumers economically pinched.
The return of the NFL is a widely anticipated event as sports-starved fans eagerly await the sense of normalcy that football season could supply. Even though fans may not be allowed in the stadiums to cheer in-person, Doritos’ new game plan ensures they can play a starring role in the live broadcast by celebrating their love for sports and snack food at the same time.