Battle Of The Cheetos

Objective

Cheetos sought to increase brand engagement and market awareness for both its signature snack varieties—Crunchy and Puffs—by tapping into competitive consumer sentiment. The campaign leveraged the natural rivalry between the two product variants to create a social, participatory gaming experience that would drive web traffic and encourage viral sharing among target audiences.

Solution

Players entered an online multiplayer battle game where they chose allegiance to either Crunchy or Puffs Cheetos and commanded armies of snack-themed characters in a web-based conquest scenario. The game allowed participants to build and strategically command their faction's forces to capture territories across a game map representing the internet. The faction-based structure created a persistent competitive narrative that encouraged players to recruit friends and teammates to strengthen their side, amplifying social sharing mechanics.