The Super Bowl! Not just a sports event, but one of the most important advertising events of the year. Super Bowl commercials include: The introduction of Apple Macintosh computer (1984 Big Brother and screen explodes); Coke commercial with "Mean Joe" Green and kid ("Hey kid...Catch!"); Michael Jordan and Larry Bird shooting contest for McDonald's ("Through the window, off the wall, nothing but net"); and many beer, automobile, and other commercials putting millions of dollars at stake. And now Doritos decided to put their next commercial in the hands of regular people. Why?
This is why: Somebody saw the future. It was a magnificent Schumpeterian event.
Jonathan Hoffman (Twitter @jonphoff) back then told me that people were not just receiving content but were creating it. And that is exactly what the people from Doritos saw. This trend was exhibited in applications such as YouTube, Blogs, Facebook, MySpace, Twitter (born in 2006), Amazon (book reviews), IMBd (movie reviews), etc. Companies like Google saw this trend and acquired YouTube for $1.6b in 2006, coincidentally at about the same time when people were creating the Doritos ads.
The Doritos Super Bowl ads represent a tipping point for the arrival of user-generated content to the masses. It is a commercial splash. Today, more than three years later, user-generated content is no longer news. I find better entertainment and creativity watching YouTube videos from regular people than watching commercial TV. Blogs, tweets are part of the mainstream. And the new Google TV will allow anyone to develop content (starting in 2011 according to Google). It is just the beginning of a new era, an era dominated by user-generated content, creativity, collaboration.
Jose de Francisco Lopez (Twitter @consultaglobal) put it best: "I think that our society has shifted from Descartes' 'I think, therefore I am' to 'We create & share, therefore we are' which is more in sync with today's reality."
To prove further:
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