Doritos Names 22-Year-Old Winner of Super Bowl Music Contest

A young woman singing folk music turned out to be the winner in Frito-Lay’s Crash the Super Bowl music contest.

Kina Grannis, 22, of Austin, TX, won the top prize for her original song “Message From Your Heart.” The singer-songwriter competed against two other finalists in a consumer vote for the chance to win a record deal with Interscope Geffen A&M Records and create a music video. On Sunday, Doritos ran a 60-second video of the song during the Super Bowl.

“Our goal with this program was to discover and celebrate a bold, and passionate new music group or artist, and we have found that in Kina,” said Ann Mukherjee, group vice president, marketing, Frito-Lay, in a statement.

People can download Grannis’ song, as well tunes from the two other finalists, “Waitin” from singer-songwriter Landon Austin, 19, of Dallas and “Be Easy (Koi Naa)” by rapper Nivla, 27 and P. Oberoi, 26, on iTunes. The singles will also be available for download at http://www.walmart.com.

Visitors to http://www.snackstrongproductions.com, the Doritos microsite that hosted the contest, can watch behind-the-scenes footage from the making of the music videos, artist profiles and the full-length music videos.

This is the second Super Bowl promotion Doritos has launched using user-generated content. In 2006, the company ran a separate contest asking people to submit 30-seconds spots for the brand.

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