With the final ever Crash the Super Bowl over, Doritos has once again looked at user-generated content, with a year long campaign which gets fans to break 50 world records.
The campaign, Bold 50, will run over the course of 2016 and is designed to celebrate the brand's 50th anniversary.
The platform will see Doritos continue its theme of user-generated content, but instead of fans making a video, the new campaign will see them star in the content.
The first record was set during the Super Bowl last month, with 22 Doritos fans participating in the ‘Tallest Suspended Football Party”, held by a crane more than 13 stories above the ground, with a view of Levi’s stadium.
Frito-Lay marketing vice president Jeannie Cho says Bold 50 is a continuation of the Doritos ‘For the Bold’ campaign launched in 2013.
“That campaign – and this extension - continues the Doritos brand's legacy of empowering its fans to seize the moment and live boldly,” Cho says.
“That legacy has included us doing everything from letting fans create our television commercials to fans controlling the Doritos BoldStage at SXSW with only their Tweets.
"Doritos fans have a thirst to experience life to the fullest. We recruited the boldest of the bold to make their mark in history.”
This year, Australian director Peter Carstairs and a creative team from Cummins&Partners came second place in the competition, but picked up the accolade of having the only local ad to ever air during the Super Bowl.
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