PepsiCo Offers $1 Million If Doritos Ad Tops Super Bowl Poll The Wall Street Journal One surefire way to dominate the clutter is by upping the ante, so PepsiCo is offering $1 million to anyone who can create a Super Bowl commercial for Doritos tortilla chips that wins the top spot in USA Today's Super Bowl Ad Meter. It hopes to co-opt the months of pre-game buzz, which many public-relations and ad executives say is far more valuable than winning myriad Super Bowl ad polls. PepsiCo's consumer-generated ad would have to outperform Budweiser, which has won the top spot for the past 10 years in a row, thanks in part to a highly detailed pre-game ritual. Its formula involves multiple ad shoots and pre-game focus groups around the country to measure viewers' minute-by-minute reactions to its spots. Even if none of five finalists beats Bud (or a dark, non-Clydesdale horse), each will still receive $25,000 and a trip to the Super Bowl. The ad that wins the most votes in an online poll will be aired during the game. Voting will occur in January.
Hispanics of all backgrounds will and do participate in online communities "My past experience in marketing indicated that Hispanics, particularly the first-generation segments, did not typically participate in online forums and were not technologically savvy," said Maria Vasallo, a Spanish-speaking Communispace facilitator. However, the recent study suggests that Hispanics, regardless of age, income, primary language, gender or generation, will indeed give willingly of their time and ideas in a private, online forum. On average, 21% of the communities in this study participated each week (making at least one contribution), and about 40% participated each month. their rate of nearly six contributions per week indicates an above-average level of engagement compared to similar English-language communities.