Doritos Narrows Super Bowl Song Search

NEW YORK There was no shortage of cheesy love songs, but Doritos has reduced a field of unsigned musicians to 10 finalists.

For its “Crash the Super Bowl” promotion, the PepsiCo-owned brand asked for unknown artists to create music videos. Winnowed down from a field of hundreds, 10 singers and groups have been selected.

Consumers were invited, this week, to cast their votes for which should run during the Super Bowl. The 10 semifinalists’ bios and music are listed on a microsite,

Online balloting is open from now until Dec. 31 to vote for one of the top 10. Voting on the three remaining finalists selected by the initial vote then resumes Jan. 7-31, when a winner will be announced.

“These 60 seconds are about celebrating the fans of Doritos and celebrating the passions of those fans,” said Rudy Wilson, director of marketing for Doritos. “You won’t be seeing a Doritos bag shot in the middle of the spot.”

TV spots will also air during some National Football League playoff games, and “Crash the Super Bowl” will be flagged on packaging and point-of-purchase starting next month. The Marketing Arm, Dallas, handles overall concept development and in-store design.

An additional push is being provided by cinema ads from Goodby, Silverstein & Partners, San Francisco.

Doritos launched a similar campaign last year that allowed consumers to create their own spots. One lesson learned about social networking is to allow people more opportunity than the two weeks allotted for casting online ballots last January.

“I think they learned from their mistakes last year,” said Jim Nail, chief marketing and strategy officer for Cymfony, Watertown, Mass., a unit of TNS Media Intelligence. “When you’re a snack-food brand, you want people thinking about you particularly as they’re planning what to serve for their Super Bowl parties. I think that little adjustment should help them.”

In addition to a 60-second music montage airing during the game, the individual or group winner receives a record deal with Interscope Geffen A&M Records.