GOLD STRATEGY AWARD WINNER - 2013

 

Doritos and gaming go hand in hand. Gamers make up a huge part of the brand's demographic, so to launch the new Doritos JACKED chips, we created an alternate reality game. The hook behind Doritos JACKED was that they are 20% larger and thicker than regular Doritos. To create a story around the product we needed a conflict, so we created an antagonist: The Micro Mouth Association of Canada (MMAC), a group of like-minded individuals who only like small foods, making these new chips impossible for them to enjoy. And to add insult to (potential) injury we were going to give away three Mini Cooper Countrymans – a jacked-up version of a traditionally very small car.

 

So because of this perceived insult to their people, the MMAC would "steal" our three Mini Coopers loaded with all the new Doritos JACKED, and then take over the Doritos Facebook page for three weeks with a list of demands for Doritos fans to perform each week. Tasks would involve playing games like JACKEDeroids (and Asteroids clone) where you pilot a ship that blasts asteroids shaped like Doritos JACKED chips into smaller bite-sized morsels that Micro Mouths could enjoy, and reading a humorous guide to "Oral Sensitivity". As fans accomplished tasks the MMAC would release some of their "hostages" back to the public.

 

The project was a lot of fun, successful, and got some industry recognition to boot. Props to Doritos for letting try something so risky.