• USA Today, Thursday, October 11, 2007 12:46 PM

Frito-Lay will devote 60 seconds of Super Bowl advertising time in February--worth more than $5 million--to a consumer's original song that is the winner in an online contest. But unlike a similar contest last season where the video had to be a do-it-yourself Doritos commercial, the tunes don't have to be about any Frito-Lay brand.

Frito-Lay's "Crash the Super Bowl" contest goes live online starting Oct. 25. Entrants must submit an audio-video clip of their original song in the "Crash" area at snackstrongproductions.com--a "Second Life"-inspired Web environment where consumers also can suggest new Doritos flavors, play games and other activities.

Frito-Lay and ad agency Goodby Silverstein & Partners will create a music video of the winning song and two other finalists. The company also is negotiating for a recording deal for the winning song. A panel of five judges, including Frito-Lay executives, will choose 10 semifinalists in December. Consumer voting at the Web site will narrow the field to three finalists in January, then pick a winner from them two weeks before the Super Bowl.

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