People love a competition, particularly one that offers the unique opportunity to have your own ad aired in front of 100 million Americans. In 2006, Doritos started to involve their customers in their marketing efforts by inviting them to create the Doritos Super Bowl ad. At least one fan-made ad aired during the game, and after the first year’s success, they decided to run the campaign each year.

In the first year, Doritos signed up 5,000 users who created 800 pieces of content based on 21 creative briefs. The yearly campaign was credited as one of the factors that helped grow Doritos from a $1.54 billion U.S. to $2.2 billion in 2016.