Doritos Narrows Super Bowl Music Contest to Three

And now it’s down to three.

Frito-Lay is giving people the final say to vote for their favorite tune from three finalists in the latest Crash the Super Bowl contest. In it, music enthusiasts developed original songs for a chance to win a record deal with Interscope Geffen A&M Records and create a music video.

Visitors to http://www.snackstrongproductions.com can vote through Jan. 28 from three finalists: Kina Grannis, 22, of Austin, TX, “Message From Your Heart,” Landon Austin, 19, of Dallas, “Waitin’” and Nivla, 27, featuring P. Oberoi of New York, “Be Easy (Koi Naa).” Each will receive $10,000 and a trip to Phoenix to attend the Doritos Super Bowl party.

This is the second consumer vote in the contest. Doritos asked people to choose their favorite from 10 finalists last month (Promo Xtra, Dec. 18, 2007).
http://promomagazine.com/contests/news/doritos_pares_super_bowl_contest/index.html
The company received more than 350 entries. TV spots support the promotion.

In addition to the record deal, the top winner will have a 60-second video of their song played during the Super Bowl in place of a traditional ad Doritos typically runs during the Big Game on Feb. 3.

This is the second Super Bowl promotion Doritos has launched using user-generated content. Last year, the company ran a contest asking people to submit 30-seconds spots for the brand, yielding more than 1,000 entries.

The Marketing Arm is handling overall concept development and in-store design elements. Goodby Silverstein & Partners, Doritos’ ad agency, oversees the Web site development and on-air execution. OMD is managing media buying while Davie-Brown is handling the record label details. Ketchum is in charge of PR.