Doritos launched a new interactive campaign for its Doritos Collisions chips yesterday, by projecting video clips onto outdoor walls in seven major cities across Canada.
Doritos Collisions hit the shelves about six weeks ago and contain both hot wing and blue cheese flavoured chips. The video clips feature a cowboy to represent hot wings and a Parisian to represent the blue cheese flavour.
By texting “Blue” or “Wing” from their mobile device, pedestrians can change how the characters on the projection interact. Each text a viewer sends prompts their chosen character to engage in all out warfare on its opposing flavour. Doritos is also taking the battle of the flavours online. TV and online ads will promote Doritos’ microsite, BattleInABag.ca, where consumers can choose their favourite flavour. The site links to Facebook groups that customers can join to support either hot wings or blue cheese.
The campaign needed to be interactive to reflect the Doritos Collision brand, said Beverly Altberg, marketing manager for Doritos Canada. “It’s a unique product that allows consumers to be in control of their eating experience.”
Because the target market is teens and adults, Doritos also wanted a large online presence, added Altberg. “The Doritos consumer is engaged and is online.”
Proximity and BBDO handled the launch, which concludes with a 60-second ad that will air in selected theatres starting in July.
