Social engagement around the Super Bowl is already starting with the Doritos “Crash the Super Bowl” ad contest. Every year, Doritos asks independent filmmakers to create their own ads. The delicious chip makers have already listed the ten finalists on their website and fans can vote for their favorite. The winners get to see their spot aired during the game, win money, and, enviously, attend the Super Bowl in a private suite.
But that’s not my favorite thing about the contest (although giving independent filmmakers a chance at one of the largest televised events all year is always a good thing).
It’s the Face-O-Rater feature on the voting pages. It’s almost weirder than a Doritos Loco taco. Almost.
If you really want to figure out which ad you like best, the face never lies. Give the website access to your webcam and microphone and it will read your features and scan your laughter as you watch the ad. It’s not perfect technology — I thoroughly enjoyed the “Middle Seat” ad but my face only gave it two stars. So if you suffer from any sort of resting face, the Face-O-Rater cannot be trusted.
This is a just a gimmicky little toy, but as people become more accustomed to playing around with videos and selfies and televisions and devices get smarter, this could be a marketer’s dream. What if you didn’t have to tweet your reaction to “Scandal?” Instead of sharing “my jaw literally just dropped,” with that surprised emoji, you could share your instant reaction via a Face-O-Rater? It’s coming.
Fans can vote for their favorite ads once a day, on one device at a time up until game day. You can see all the ads and fan discussions on the YouTube page.