Doritos is on mission to make everyone see triangles, in a promotional campaign that makes the most of its signature shape and includes a Snapchat Lens, Tik Tok challenges, out-of-home, a special Fortnite build and more.
People can use the brand's Snapchat AR Lens, Triangle Tracker, to point their phone at any triangle in the real world, and Snapchat’s Machine Learning technology will recognize it and turn it into a Doritos chip. From there, Snapchat will generate a code and send them to a website to unlock rewards; the top prize is $250,000.
On TV, rapper Offset from Migos will promote the Triangle Tracker at the 2022 MTV Video Music Awards this Sunday. Viewers will be able to scan triangles when the Doritos Extended Play Stage appears for a chance to win tickets to next year’s MTV VMAs.
In the weekly TikTok challenges, running from today through September 25, people who find "the biggest, most creative, and coolest triangles in the world" and post their submissions on TikTok can win $15,000 rewards. An out-of-home element sees Doritos transforming three triangular buildings in the U.S. into larger-than-life Doritos chips: West 57th Street in NYC, Bass Pro Shop in Memphis and 101 Marietta in Atlanta. Fans are encouraged to snap a selfie with the buildings and post on TikTok for the chance to win $15,000.
The campaign, by Goodby Silverstein & Partners, also includes brand partnerships with the likes of Xbox, Vivid Seats and Guess, which have triangular-shaped logos; people can scan their logos to unlock prizes.
Doritos also infiltrated Fortnite, building a "Doritos Triangle Island" in the game's Creative mode (it's not an official partnership with Epic Games, however). The brand also partnered with StreamElements to develop an AI TriangleBot that allows streamers to replace triangles in all of their favorite games with Doritos.
The Marketing Arm handled the gaming elements of the campaign, while Ketchum worked on PR and OMD handled paid media.
The effort continues Doritos' triangle theme
that it introduced back in 2019, during which it dropped its name and logo from its packaging.
The idea of highlighting the shapes of iconic brands is a familiar one that multiple brands have leveraged. Back in 2014 McDonald's and DDB asked consumers to find the brand's French Fries in unexpected places. More recent pushes include Heinz's award-winning "Draw Ketchup" campaign from Rethink and an ad from Guinness and AMV BBDO, which spotted pints of the brew in everyday places.