Super Bowl 50 will mark the end of Dori­tos’ decade-long Crash the Super Bowl chal­lenge, which has arguably changed user-gen­er­at­ed con­tent for­ev­er. And steer­ing the con­test to its inevitable con­clu­sion is Frito-Lay CMO Ram Krish­nan.

While Super Bowl Sun­day is about foot­ball and food for near­ly one-third of the US pop­u­la­tion – and for many of us, our biggest con­cern will be ensur­ing enough chick­en wings and gua­camole are on hand – Krish­nan will have to con­tend with the expec­ta­tions of a watch­ful nation as one of his brands yet again fights for noto­ri­ety on the biggest day of the year for US adver­tis­ers.

Won­der what his day will be like? Here’s a look:

Sunday, February 7, 2016

4 a.m.

Wake up.

5 a.m. – 7 a.m.

Break­fast, check emails and con­duct final inter­views with media around Crash the Super Bowl. After nine incred­i­ble years, we’ve decid­ed this will be the 10^th and final Crash the Super Bowl con­test. For this final edi­tion of the pro­gram, one grand prize win­ner will not only win $1 mil­lion, but a life-chang­ing oppor­tu­ni­ty to col­lab­o­rate with film­mak­er Zack Sny­der while work­ing with Warn­er Bros. Pic­tures and DC Enter­tain­ment. Sny­der is the direc­tor of the much-antic­i­pat­ed Man of Steel sequel, Bat­man v Super­man: Dawn of Jus­tice, which is set for release in March 2016.

8 a.m. – 10 a.m.

Final tours of the Dori­tos NFL Expe­ri­ence at the Moscone Cen­ter. The NFL Expe­ri­ence also fea­tures a Crash the Super Bowl Hall of Fame cel­e­brat­ing the lega­cy of the cam­paign. All 21 ads that have aired in the Super Bowl over the past 10 years are shown and fans have an oppor­tu­ni­ty to bring the spots to life in the bold­est way pos­si­ble by set­ting bold world records based on the spots, such as “The Fastest Dori­to Throw Wear­ing a Samu­rai Suit Made of Dori­tos” (based on the Snack Attack ad) or the Most Dori­tos Grabbed While in a Whirling Time Machine (based on the Time Machine ad).

The NFL Expe­ri­ence also fea­tures Fizz, the Pep­si soft drink mixol­o­gy plat­form that is pow­ered by dig­i­tal foun­tain Pep­si Spire and com­bines the taste of con­sumers’ favorite bev­er­ages with “unique, fun ingre­di­ents.”

11 a.m. – 1 p.m.

Con­duct a Super Bowl overview for key retail cus­tomers with Pep­si­Co lead­er­ship, fea­tur­ing new inno­va­tion launch­es, NFL acti­va­tions through­out the sea­son in their stores and nev­er-before-seen acti­va­tions with Dori­tos and oth­er brands.

Attend an authen­tic and inter­ac­tive talk with foot­ball greats past and present, host­ed by for­mer defen­sive end and cur­rent Sport­sNa­tion co-host Mar­cel­lus Wiley.

1 p.m.

Head to the sta­di­um and vis­it the Dori­tos Top N’ Go Truck, a mobile vehi­cle deliv­er­ing Dori­tos Top ‘N Go to Super Bowl fans through a unique, cus­tom-built food truck made to look like this unique prod­uct – a “walk­ing taco” of Tos­ti­tos or Dori­tos in a bag with assort­ed top­pings with which con­sumers can make their own taco/nachos.

2 p.m. – End of Game

Vis­it the Tos­ti­tos Can­ti­na and cus­tom Tos­ti­tos nachos cart at the Pep­si Plat­form to sam­ple the cus­tom nacho recipe only avail­able at Levi’s Sta­di­um.

Engage with our ded­i­cat­ed team of dig­i­tal experts focused on pro­duc­ing and post­ing both pre-planned and real-time social media con­tent dur­ing the game.

Engage in social media, fol­low­ing Crash the Sec­ond Screen, a new pro­gram just launched that adds a mod­ern-day twist to the leg­endary Crash the Super Bowl con­test — unleash­ing our legion of fans to take on Madi­son Avenue through the sec­ond screen. Inspired by the same cre­ativ­i­ty and orig­i­nal­i­ty of the Crash the Super Bowl con­test, we’re ask­ing fans to take over Twit­ter, too, on Super Bowl Sun­day. Crash the Sec­ond Screen is sim­ple — fans sub­mit the best tweet-based Dori­tos ad from noon PT through the final whis­tle on Super Bowl Sun­day using the hash­tag #Dori­tos and #entry for a chance to win one of three $50,000 prizes.

Par­tic­i­pate in the Super Bowl expe­ri­ence with the three Crash the Super Bowl final­ists and wit­ness the life-chang­ing moment when one of them real­izes they’ve won the $1 mil­lion prize when their spot airs.