For the past century, there has been an “exclusivity of creativity” in the world of marketing. For great advertising, Brand Managers only had one place to turn – Madison Avenue.
But something remarkable happened over the Super Bowl this year that put the “exclusivity of creativity” at risk. For the third year in a row, Doritos ran a Consumer Generated Media contest for fans to make their ad. Interesting idea but nothing breakthrough.
But then they added a twist.
If the winning ad was also #1 in the USA Today Ad Meter, then the person would win $1 million. This would mean that the ad would have to beat ads from Coca-Cola, Budweiser and a host of other top brands. It would have to beat ads that were the best Madison Avenue had to offer…ads that literally cost millions of dollars to create.
And you know what happened? It did just that. An “amateur” from Muncie, Indiana beat out the professionals. If we look back 10 years from now, I think that is going to mean something.
I think it just might mean the end of the “Exclusivity of Creativity” that has dominated the brand marketing landscape for all these years.