Frito-Lay's contest to pick a Super Bowl spot for its Doritos brand was such a success, with 1,000 entries and 600 million page views during Super Bowl week, the snack maker plans to launch more user-generated promotions, according to Jason McDonell, Doritos marketing director. The campaign "says that embracing consumers and what they love about the brand and giving them the opportunity to express that" reap rewards," McDonell said at the Online Media, Marketing and Advertising in Hollywood.

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