Despite high-profile contests run by Heinz, PepsiCo, and dozens of other companies, consumer-generated commercials are still a novelty. When a marketer invites consumers to send in homemade ads, the entries may be fun, entertaining, unusual, or even heart-warming—but a few may be bizarre, mocking, or even offensive. In short, when consumers are behind the camera, the results can be downright unpredictable. That’s the real reason YouTube visitors tune in, reporters pay attention, and companies think twice before including such promotions in their marketing mix. Nonetheless, PepsiCo has had so much success that it offered $1 million to anyone whose homemade Doritos commercial topped the viewer ratings as the best commercial shown during the Super Bowl in 2009. Will the next rising stars in advertising be consumers behind the camera?

1. In terms of the four main objectives of promotion in the marketing mix, explain what Heinz wanted to accomplish by inviting consumers to create their own commercials.
2. What are the advantages and disadvantages of PepsiCo running an annual contest for consumer-generated Super Bowl commercials? Would you recommend that PepsiCo do this? Why or why not?