Doritos has launched a web based contest where users create a 30 second spot to be judged by consumers and aired on the most watched event of the year in the US—Super Bowl Sunday. As of January 5th there were 1066 “Crash the Super Bowl” user created commercials uploaded and the top 5 winners were viewed over 676,000 times. They’ve created the contest on a fabulous beta site called Jumpcut where video can be edited online. People are commenting, hitting “I love it” buttons, and coming back to the site to vote for their favorite commercial. The winner gets $10,000 and a trip to the Super Bowl. Frito-Lay will have already gotten all those eyeballs and website traffic prior to the commercial actually being aired. That’s getting away cheap—very cheap in Madison Avenue terms. Then on Super Sunday there will be free PR with everyone talking about the ad. Brilliant. Absolutely brilliant. What company could ask for more from its advertising? It’s sure to result in a surge of Doritos sales.
Ok, so I hate to be the naysayer here, but let’s not forget that in the past I enjoyed many an hour developing advertising concepts and design for large corporations. Frito-Lay completely bypassed its advertising agency, Goodby Silverstein & Partners in favor of letting the masses create their ad campaign. I have no problem with this. But, how will ad agencies compete with this incredible new user created concept? Frito-Lay is not the only brand to tap into the masses. This is just the beginning. But here’s what I don’t like. They are paying these young creators practically nothing for their ideas, and if successful they will use them into perpetuity without the originator getting any additional compensation. I really hate to include the small print of their “contract” but someone has to point it out:
“irrevocably grants to Contest Parties and their affiliates, legal representatives, assigns, agents and licensees, the unconditional and perpetual right and permission to copyright (as appropriate), reproduce, encode, store, copy, transmit, publish, post, broadcast, display, publicly perform, adapt, exhibit and/or otherwise use or reuse (without limitation as to when or to the number of times used), the Entrant's name, address, image, voice, likeness, statements, biographical material and Submission, including, but not limited to, the video or digital recording and performances contained in any of the above items (in each case, as submitted or as edited/modified in any way by the Contest Parties, in the Contest Parties' sole discretion), as well as any additional photographic images, video images, portraits, interviews or other materials relating to the Entrant and arising out of his/her participation in this Contest (with or without using the Entrant's name) (collectively, the "Additional Materials") in any media throughout the world for any purpose, without limitation, and without additional review, compensation, or approval from the Entrant or any other party."
Isn’t that a mouthful?
What does this mean for the future of advertising? How about the young creators who are not only signing their creative rights away for pennies, but are also helping to push products by word-of-mouth, as well as buying and consuming them too? Who really wins with this model and is it a good economic one? I’m not so sure. I think user created content is great, but many of the young people who are participating in these projects may not realize exactly what they are getting themselves into.
Someone put on a critical thinking cap, please.
3 comments:
Hello, I was part of the team that created DUCT TAPE, a current top five finalist in the Doritos Super Bowl Commercial contest. We’re honored to be in this position, as first time TV commercial makers we’re up against some pros… and we’re asking people to please support us by casting their vote for DUCT TAPE at http://www.crashthesuperbowl.com — thanks you for blogging, I enjoyed your post about the contest. Joe Herbert.
http://www.jumpcut.com/view?id=79EA4040802C11DB8702266C9A2E700D
ps we knew what we were getting into.. and we love that we did it. For someone like us, who's never done a tv commercial, but trying to break into the business of filmmaking.. it's a great opportunity... and hope Doritos wins in all of this. I'm very greatful at the opportunity to enter the contest, and go toe to toe with the "pros" we're up against in the final five. And the fact that we had two submissions make the top 8, is a real honor fu us, and we're proud to spread the Doritos name around. Smart contest... good for everyone. I enjoyed reading your blog.. keep up the great posts!
Good for you Joe. My main concern is with youth and them NOT knowing what they are getting themselves into. Clearly you have a creative background and understand the fine print and what you achieve by participating in the contest. I think the contest is pure genius for all the media value it provides for the parties involved and it's a terrific use of the medium, but others who lack that knowledge could potentially get hurt unless they analyze what they are doing. I'm in the process of creating the same kind of contest, but with youth media on the subject of addiction. Good Luck to you!
You are correct. But that doesn't apply in this type of contest alone... not knowing what you're getting into, and not reading or understanding the rules or directions in anything you do in life can get you hurt. My wife teaches middle school science, where youth are often known for not being able to read or understand the directions, or they're too lazy too, either way... when the lab blows up or someone turns their hair green, I won't be surprised, lol... but I don't think it means science class is a bad idea.
You make a lot of great points.. I enjoy reading your stuff, and commenting my opinion here. Thanks!
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