Les finalistes de Crash The Super Bowl de Doritos

Doritos Crash The Super Bowl est sans doute l’activation la plus pérenne d’un annonceur du SuperBowl. Ce concours 100% UGC, ouvert pour la 1ère année à l’international, a dévoilé ses 5 finalistes avec 4 réalisations nous provenant des Etats-Unis et une seule d’Australie.

Sans plus attendre, voici les 5 créations finalistes de Crash The Super Bowl :


La marque va diffuser 2 spots créés par les utilisateurs durant le Super Bowl : le premier sélectionné par les votes des fans et le deuxième par l’équipe marketing de Doritos. Les deux vainqueurs seront invités à travailler sur le set du prochain grand film Marvel : « The Avengers : Age of Ultron », le grand gagnant de Crash The Super Bowl (celui qui a reçu le plus de votes) recevant en plus un bonus de 1 000 000 de dollars

Personnellement j’ai une préférence pour « Finger Cleaner » pour le choix du personnage principal et la chute qui va sans doute marquer les esprits. Si vous voulez voter, rendez-vous sur le site dédié de Crash The Super Bowl de Doritos.

L’annonce des finalistes de Crash The Super Bowl arrive juste avant la publication d’une étude d’un cabinet, Communicus, basé à Tucson dans l’Arizona, et annonçant que près de 60% des publicités diffusées au Super Bowl ne génèrent pas de chiffre d’affaires additionnel pour les marques qui annoncent durant le Super Bowl et qui ont donc dépensé 4 millions de dollars en achat d’espace uniquement. La raison derrière ce chiffre très bas est en fait intrinsèquement lié à l’événement en tant que tel. Le Super Bowl, temple du sport entertainment mondial, fait passer le divertissement avant les marques quand il s’agit de la publicité. Cette norme, appliquée par la quasi-totalité des annonceurs, combinée à la sous-exposition et sous-répétition médiatique post-événement, explique donc le résultat de cette étude.

Comment faire de ce Super Bowl un succès tant créatif que business ? Telle est la question que vont sans doute se poser (ou je l’espère, se sont déjà posé) les annonceurs de cet événément.

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