Doritos: Enter The Nether Lands

Objective

Doritos aimed to position itself as the ultimate movie snack for fans of the Minecraft movie franchise by creating an immersive, shareable interactive experience. The campaign leveraged the film's massive fanbase and cultural moment to associate the brand with entertainment, specifically targeting the 'movie night' category. By connecting Doritos to a beloved gaming property, the brand sought to deepen emotional engagement and drive preference growth among a younger, digitally-native demographic.

Solution

A mixed reality interactive game experience where players stepped into a Minecraft portal and engaged in classic gameplay: moving through the Nether Lands environment, collecting resources, crafting items, and battling Piglins. The centerpiece was a massive physical installation at Amsterdam's Museumplein (launched March 28), supported by a web-based digital portal accessible globally. Distribution spanned 135+ digital out-of-home screens across the Netherlands and Belgium, as well as cinema and train station activations. The grand prize was an authentic 18-karat gold Dorito chip valued at €1,000. The campaign was conceived by United Playgrounds, with creative direction by Fitzroy, real-time activation by Livewall, and immersive technology by Beyond.

Results

The campaign generated 400,000+ unique interactions. Brand association with 'movie night' increased by 185%, while overall brand preference grew by 27%. The activation spanned the Netherlands and Belgium.