What we didn't want was just another “make us an ad” campaign. Instead, we handed our audience complete control of the brand. They name the product. Create the marketing. And in return we’d pay one winner $25,000 + 1% of sales… Forever.We launched with plain white packaging and a low-fi campaign that itself, took on a user-generated feel. All traffic was driven to DoritosGuru.ca or its mirrored Facebook page where consumers could watch, comment, vote and upload. And the whole campaign culminated with a live broadcast to reveal the winning spot on national TV.