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Millsport / The Marketing Arm

Winner

Company: Millsport/The Marketing Arm
Company Description: Founded in 1975, Millsport is the sponsorship consulting and activation division of The Marketing Arm. The agency assists clients in building marketing advantage and driving business results through sponsorship assets. The Marketing Arm is an engagement marketing agency building brands through the emotionally powerful platforms.
Nomination Category: Advertising
Nomination Sub Category: Best TV or Cinema Ad Campaign

Nomination Title: Doritos "Crash the Super Bowl"

1. The date in 2006 on which this nominated campaign was first run, aired, or otherwise made public:

September 2006

2. Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

http://www.themarketingarm.com/video/doritos/

Create a promotion that boosts relevance and awareness among the target
consumer group. The integrated campaign included: 

Online: Consumers had the opportunity to create a Doritos commercial to air
unedited during the Super Bowl. While viral websites delivered the casting-call
to Doritos enthusiasts, Crashthesuperbowl.com became the place where consumers could view and vote on the ads.

PR: Focused on generating awareness and driving traffic to
CrashtheSuperBowl.com. The finalists became spokespersons for their creativity
and the brand. 

In-store: Call-to-action on packaging and POS.

TV: Voting was so close, two ads aired during the game. Following the game,
Doritos aired the five finalist ads, kicking off the first consumer generated
national ad campaign.

3. List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Agency: Millsport/The Marketing Arm (Dallas)
Client: Doritos
Director/Producer ("Live the Flavor"): Dale Backus
Director/Producer ("Check Out Girl"): Kristin Dehnert