Doritos worked with Verizon Media and RYOT Studios to launch an augmented reality game. The goal of the campaign was to attract a younger audience and to reinforce attachment to the company.
The AR game ran for a month and challenged players to hunt for Doritos chips, shaped to match the four symbols found on a Playstation controller and placed into virtual Doritos packs.
Due to COVID-19 restrictions, the game was originally developed as an outdoor activity, however, the game was changed to allow people to hunt for the packs in and around their own homes.
Once players located one of these Doritos, they were able to open the packet in AR to reveal either one of a thousand prizes or a Doritos shape. The topmost prizes were for players who managed to gather all four Doritos shapes; they won a Sony PlayStation 5 game console.
The campaign was a great success, racking in over 140 million impressions and 11 million users in the Philippines in a little over 2 months. The click through rate was 30% higher than the average in the Philippines, a significant increase.
Collaboration: Verizon Media & RYOT Studios