Winner: Ketchum and Frito-Lay: Doritos Crashes the Super Bowl: How a Leading American Snack Brand Put the Power to its People and Changed Madison Avenue Forever

PespiCo's Doritos brand took a big risk at the 2009 Super Bowl when it challenged its fans to beat out the pros to create an ad that would rank number one in the USA Today ad meter. With millions of dollars on the line, the company turned to the PR team to drive submissions and, ...