I spend a fair bit of my time helping people create great marketing plans. One of the important tasks in creating a plan is setting clear and achievable goals. The goals have to be high enough to be inspiring, but not so high that you will almost certainly fall short.
You could make the case that Doritos has set a rather high bar this year for the Super Bowl: to take the first, second and third spots on the USA Today ad rankings. This is quite a goal.
Last year, Doritos pulled off a coup by taking the number one spot in the USA Today ranking with a consumer-generated commercial.
This year, Doritos wants to take it up a notch and sweep the top three. Doritos will run three consumer-generated commercials on the Super Bowl this year. If one of the spots finishes at the top of the USA Today ranking, the creative team will receive $1,000,000. If a spot finishes second, the team gets $600,000, and if a spot finishes third, the team gets $400,000. If the three commercials rank first, second and third, then each team gets an extra $1,000,000.
Sweeping the top three would be a remarkable achievement. Is it possible? Absolutely. Is it likely? No. There are a lot of great ads on the Super Bowl every year. You can see the top six finalists here:
Will Doritos pull off a sweep?
Will any of them make it into the top three?
This will be fun to watch.
– Tim Calkins