Doritos isn’t a stranger when it comes to utilising the latest technology for its marketing campaigns having previously teamed up with Mountain Dew on a series of augmented reality (AR) experiences. Its latest campaign ‘Make Your Play’ also utilises AR, this time to launch a competition for UK music fans to win tickets to events.
Utilising Poplar Studio’s AR technology in conjunction with WebAR platform 8th Wall, the ‘Make Your Play’ campaign sees interactive posters appearing in cities around the UK (London, Manchester, Birmingham, Leeds, Glasgow, Liverpool, Bristol, Brighton, Cardiff and Southampton). All you need to do is scan the QR code found on the poster to activate the AR experience which sees a giant Dorito turn into a play button that you can place in your surroundings.
Turning into an audio portal playing music content, you’ll then be asked for contact info before being told if you’ve won a prize. Doritos is offering 250 pairs of day tickets for the DICE to Strawberries & Creem Festival, as well as discounted tickets to watch the line-up which includes Koffee, Burna Boy, PARTYNEXTDOOR and Bugzy Malone.
“It’s been a particularly difficult time for the music industry, which is why we wanted to create meaningful partnerships with innovative leaders in the music space who reflect our goals and values and use innovative technology to engage fans who have been at home over the past year,” said Clafoutie Sintive, Marketing Director Snacks UK at PepsiCo in a statement.“We are delighted to have created a campaign that encourages live music fans to enter competitions via our Make Your Play activation using augmented reality technology – enabling the music starved fans to hit play on life again.”
“Over the pandemic, brands had to compete in a very crowded digital market and lacked the tools and technology to showcase their brand. Many have utilised technologies such as AR to create unique, interactive and engaging experiences for customers at home, either through campaigns, social media or on their website. We are thrilled to be working with Doritos, taking their campaign to the next level and bringing their ads to life to help reconnect fans to live music and assist driving the events industry forward,” David Ripert, CEO and co-founder at Poplar Studio adds.
The Doritos ‘Make Your Play’ fly posters are already available to find in some of the participating cities with more to follow, here are the dates:
- London: 21st June – 11th July – 1st week
- Birmingham, Leeds, Manchester, Glasgow: 28th June – 11th July
- Liverpool, Bristol, Brighton, Cardiff & Southampton: 12th July – 25th July