Yahoo! will launch a contest in which five amateur produced Super Bowl ads will be voted on during the game. It’s about time that marketing companies recognize the social networking and YouTube revolution of user generated content.

Both Frito-Lay and Chevrolet are looking to make a jump in the bandwagon of buzz. Both companies are holding ad making contests with winners receiving cash prizes and advertising spots in conjunction with Super Bowl XLI campaigns. Even the NFL is in talks with having their own ad contest in October.
Ad spots not chosen by viewers for the Super Bowl may still be posted on YouTube and blogs. The risks of such a move are tremendous and brand image will remain heavily guarded as 30 second Super Bowl commercials cost upwards of $2 million. Advertisers know that the Super Bowl, which kicks off on CBS on February 4th, is a very valuable promotional time with 90.7 million viewers tuning in. “Consumers really have strong brand preferences and when they prefer a brand, they begin to associate themselves with that brand,†he said. “We enable this kind of brand evangelism.â€
Frito-Lay will be accepting video submissions and post them on Yahoo! Video now until December 1st. The top 5 ad spots picked by Frito-Lay will make it to Yahoo! Video in a featured section for the Super Bowl where television viewers can vote for their favorite. As thousands of user generated ad spots (and mockeries) are created everyday by internet users, the company hopes the discover new talent and fresh ideas.
Chevrolet wants to target the 18 - 25 year old consumers who they hope will buy one of their four new car models. Unlike Frito-Lay, Chevrolet will only be “soliciting ideas” for its’ Super Bowl spot. The idea will be used in a commercial developed by professionals. A company called Personiva in San Francisco is busy convincing Super Bowl advertisers to post their ads on a web site design by Personiva after the game.