Doritos ID3: this is entertainment
This campaign is to support the launch of Doritos new product innovation: a limited edition mystery flavour, “ID3″, that consumers have to guess .
Once again, when the tortilla chips brand owned by PepsiCo plays with technology, it does it in a consistent and relevant way, not just as a pretext.
As you will see in this case, it does not do things half.
I must say I am quite impressed by the level of production of this campaign. I like the way it mixes interactive first person video as well as 3D tools. Adding the integration of personal content, thanks to Facebook Connect, Doritos delivers a successful immersive experience.
The campaign has officially started on 21st of July. But a trailer had already been put online before :
The advergame is divided in three episodes. If you complete the full story you will then get the chance to win a cash prize of up to £50,000. There are other prizes to be won along the way courtesy of promotional partner O2 (trip to Las Vegas, XBox etc …).
To get access to the contest, guess the mystery flavour and fully experience the advergame, you need to enter a unique code, printed in a special black pack of Doritos iD3 … available in the UK.
And if you are not living on this wonderful island, and just want to try the game, you can use one of these free player codes : PR00259385, PR00261818, PR00263894. If they are already used you can then ask us some other ones in your comments.
The integrated campaign has been created and led by communication agency Initials. Upset TV have written, directed and created the adventure, with rehabstudio responsible for designing and building it. AMV BBDO have provided digital planning.
A big thank you to Nicola