Doritos Dodgeball Challenge
Open the game- Brand
- Doritos
- Year
- 2009
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Multiplayer
- Platform
- Web
- Agency
- AMV BBDO
- With
- UNIT9
Objective
Doritos launched the Dodgeball Challenge to drive brand engagement during the introduction of a new flavor—Flamin' Cheeseball. The campaign aimed to create buzz and an unforgettable interactive experience by allowing a global online audience to participate in live gameplay with real UK dodgeball teams competing for a trip to Las Vegas.
Solution
Players worldwide accessed a custom-built web platform to control six remotely operated dodgeball cannons in real time, firing dodgeballs at live UK dodgeball teams competing on stage. The month-long campaign (May 2009) ran daily from 11am to 11pm. The gameplay featured traditional dodgeball rules, with winning teams earning an all-expenses-paid trip to Las Vegas to face the US National Dodgeball League champions, the San Diego Crossfire. The campaign also featured celebrity participants from British television, including personalities from Big Brother and entertainment figures.
Results
The campaign featured celebrity participation and earned FWA Site of the Day and Creative Review Annual awards. Specific metrics regarding total participants, viewership, or engagement numbers were not published in available sources.
