Doritos, known for premiering memorable commercials during the NFL playoffs, will award three lucky social media users with $50,000 each.
The Frito-Lay brand is looking for the best message, the best photo and the best video posted during the Super Bowl 50 game on Sunday.
Those entering the contest have between 12 p.m. Pacific time and the final whistle of the game to post their cleverest entries using the hashtags #Doritos and #entry.
The company will announce the winning tweets on Monday.
This year also marks the final year Doritos will host its Crash the Super Bowl campaign in which fans submit home-made commercials with a chance to have it aired during the playoffs and to win $1 million in prize money.