Doritos utilises social networks for £2.5m advert promotion Consumers to design next tortilla chips TV commercial

UK-- Crisp manufacturer Doritos will be liaising with consumers to design and produce a new advert for its tortilla chips.

Advertising agency AMV BBDO has designed an online campaign and a booklet for design students to download and media insight specialist OMD UK has partnered with networking sites Facebook, YouTube, Freewebs and Pagii to run the promotion through their sites.

Face, a Web 2.0 and word-of-mouth marketing company, has been contracted to support the campaign through Headbox, its online collaboration community. The promotion, 'You Make it, We Play It', has a £20,000 prize for the eventual winner.

Thomas Delabriere, marketing director at Doritos, said: "We are encouraging crisp and snacks consumers to interact with the brand in a way that they have never done before."

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