Crash The SuperBowl, la campagne 100% UGC la plus performante de l’histoire ?

DoritosComme diraient les Américains : « It’s That Time of the Year… ». Nous voilà arrivés à quelques encablures du SuperBowl, la finale du championnat nord-américain de football (leur football, pas le nôtre) et les marques, pour certaines finalisent la production de la tant-attendue publicité, d’autres ont déjà mis en oeuvre leur campagne pour cet événement exceptionnel, comme le Crash The SuperBowl de Doritos, la marque de chips du groupe PepsiCo.

Crash The SuperBowl en est à sa 7ème saison et reste sans doute la campagne 100% UGC la plus performante de l’histoire de la publicité de par sa longévité, conçue par l’agence Goodby, Silverstein & Partners. Cette année, la mécanique reste la même : la marque appelle les consommateurs à contribution et aux votes en ligne. La période de soumission a eu lieu du 8 Octobre au 16 Novembre et les finalistes ont été annoncés début janvier. Deux vidéos seront sélectionnées, une par la marque et une par les fans et seront diffusées durant la finale du Super Bowl.

Voici les 5 finalistes :

1/ Express Checkout

[youtube]http://www.youtube.com/watch?v=kMkBIssbbrg[/youtube]

2/ Fashionista Daddy

[youtube]http://www.youtube.com/watch?v=NmIGTTy8pI0[/youtube]

3/ Goat 4 Sale (mon préféré)

[youtube]http://www.youtube.com/watch?v=4d8ZDSyFS2g[/youtube]

4/ Road Chip

[youtube]http://www.youtube.com/watch?v=HvyAlEfnoYg[/youtube]

5/ Fetch

[youtube]http://www.youtube.com/watch?v=0jeDmGRAfhg[/youtube]

Au bout de 7 ans, comment Doritos réussit encore à maintenir l’intérêt pour Crash The SuperBowl ?

Outre la dotation finale qui est énorme, la marque a réussi chaque année à se renouveler en proposant de nouvelles fonctionnalités et de nouveaux éléments à sa Crash The SuperBowl. L’année dernière, par exemple, PepsiCo avait décidé d’ajouter à Crash The SuperBowl la déclinaison pour PepsiMax permettant donc aux conso de produire leur publicité pour la marque de soda.

Cette année, une fois de plus, PepsiCo nous a réservé quelques nouveautés :

1. La plateforme de vote : Traditionnellement sur un site web, le vote s’effectuera cette année pour la première fois dans une application facebook full-screen, totalement brandée Doritos. Un choix qui selon la marque se justifie par la nécessité de booster l’engagement sur la page facebook Doritos. L’application sera néanmoins disponible en tapant l’url « www.crashthesuperbowl.com » pour ne pas perdre en notoriété sur les moteurs de recherche.

2. Les fonctionnalités collaboratives : pour la première fois, Doritos insère une fonctionnalité, appelée « Pitch In », permettant à des fans de proposer leurs talents de figurants, leurs accessoires, etc. pour la réalisation du film. Une fonctionnalité dite de crowdsourcing permettant d’élargir la cible de cette campagne à des non-adeptes de la production et fans de la marque.

3. La dotation : Si on met de côté les 25 000 dollars donnés à chaque finaliste et le voyage pour 2 pour la finale du Super Bowl et surtout le passage TV durant le SuperBowl qui représente une dotation exceptionnelle, le grand gagnant participera au tournage du nouveau Transformers, réalisé par Michael Bay (The Rock, Armageddon). Ce grand gagnant sera déterminé par le fameux USA Ad Meter, le baromètre national qui mesurera la popularité des publicités diffusées aux Etats-Unis et donc durant le Super Bowl, créé depuis 1989. Parmi les 2 publicités Doritos diffusées durant le SuperBowl, celle qui sera le mieux classée recevra donc ce « Grand Prix » et rejoindra donc l’équipe de réalisation du maintenant légendaire Michael Bay. Mieux, et ce depuis le Super Bowl 2010, si la publicité Doritos se classe 1ère au Ad Meter, son réalisateur recevra 1 million de dollars, si elle est sur la 2ème marche du podium, cela fera 600 000 dollars et 400 000 dollars pour la 3ème place.

J’ai hâte de savoir quelles seront les publicités choisies pour le Super Bowl mais le fait est que Crash The SuperBowl de par l’engouement généré par cette campagne, sa capacité à se renouveller et donc sa longévité est déjà une réussite pour la marque.

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