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More than two decades into its Super Bowl sponsorship, Doritos is trying a new angle on an old Super Bowl strategy.
The cheese-and-spice-dusted Frito-Lay brand has been inviting fans to “Crash the Super Bowl” by filming their own ads for more than 10 years now. Winners receive cash and a chance to work with directors including Michael Bay, Frito-Lay gets a pile of consumer data and party crashers like creative agency Droga5 and beer brand Newcastle get a few laughs out of it.