Frito-Lay wins "PR Campaign of Decade" Award by leveraging digital and social media

You have got to hand it to the Frito-Lay Marketing team.....they can create a great ad campaign and connect with consumers. Check this out.........

Doritos 'Crash the Super Bowl' named 'Public Relations Campaign of the Decade'
The Holmes Report, one of the most-read trade journals of the public relations industry, recently named the Doritos "Crash the Super Bowl" program as its "Public Relations Campaign of the Decade."
According to the report, "The use of digital and social media, the enlistment of consumers as brand advocates, even the employment of user-generated content have become relatively commonplace over the past couple of years, but they were fresh and exciting and new" when the campaign was launched in 2007. The report cited the large number of entries received, the "extremely professional" winner and the online buzz "that went far beyond the value of the ad itself."
The Holmes Report recognized the Doritos campaign as among the best of its kind, demonstrating the ability of public relations to contribute to important corporate objectives and to facilitate positive social change. "Crash the Super Bowl" was also singled out for serving as a template and a benchmark for much of the most interesting and creative work that came after it.

Read full article here:
http://www.holmesreport.com/story.cfm?edit_id=10862&typeid=2