Doritos' campaign that invited consumers to create Super Bowl ads for the brand not only generated publicity but also helped build a relationship with its consumers and that should be an ongoing goal of marketing and advertising, said Jason McDonell, director of marketing for the brand, at OMMA Hollywood.

According to McDonell, Doritos executives know that the brand's target consumers - those between the ages of 16 and 24 - embrace self-expression, independence, "belongingness" (the desire to belong to something), creativity and creative control, and relevance, writes MediaPost (via MediaBuyerPlanner).

Those attributes helped the company devise the successful campaign, which attracted 2 million clicks on the contest microsite.

The site also attracted 750,000 unique users, and 2 million total video views. The contest ultimately racked up one billion impressions, equal to $36 million in paid media, McDonell said.