Have Video Camera, Go to Super Bowl

Advertisers have figured out a great way to use this engagism stuff to their advantage, especially when it comes to that premier advertising venue, the Super Bowl. While the cost of airtime from the networks is still astronomical ($2.6 million for 30 seconds), the costs of putting together the ads has come done quite a bit -- from over 1 million dollars to just about $12.79.

In fact, at least one of the ads in this year's Super Bowl will be from a strictly amateur videographer who entered Doritos' "create an ad" contest. A pretty smart move on Dorito's part, who saved tons of money on the ad itself and has generated all kinds of buzz for its brand by the 1,060 people that entered the contest. In providing consumers with an opportunity to substantively engage in the development of the brand, Doritos is applying a key principle of engagism to its marketing practices -- and reaping the benefits. More information in the Washington Post's article on this topic.