The big star of this years Super Bowl campaigns isyou [Video]

Super Bowl LIX is a little over two weeks away, but one early trend emerging among Big Game brand campaigns is fan-centric marketing playbooks.

“While big-budget celebrity cameos have historically been the name of the game, early ad plans indicate a renewed emphasis on user participation and social engagement,” says Sprout Social CMO Scott Morris. 

Doritos is leading the charge with its Crash the Super Bowl contest. The competition challenges people to produce their own commercials that could air during the game. The winner will pocket a $1 million grand prize and a trip to the Super Bowl, which is set to take place on February 9 at the Caesars Superdome in New Orleans.

Sprout Social’s analytics found that Doritos’ campaign has made it the most-talked-about brand on social media. The chip brand has garnered 1,709 mentions and 23,189 engagements (likes, comments, shares) on social media. Additionally, Doritos’ TikTok videoannouncing the …