Doritos iD3

Objective

Doritos aimed to generate consumer engagement and buzz around the launch of iD3, a limited-edition mystery flavor. The brand positioned the campaign as entertainment, transforming a product reveal into an immersive interactive experience that encouraged consumers to guess the flavor while completing a narrative adventure.

Solution

The campaign featured a three-episode choose-your-own-adventure game that blended live-action video with 3D interactive elements. Players used unique codes from special black Doritos iD3 packs to access the full experience, which was personalized through Facebook Connect integration. The game was built on cutting-edge production standards combining first-person video narrative with interactive mechanics. Participants who completed all episodes could win cash prizes up to £50,000, plus additional rewards including Las Vegas trips and Xbox consoles from promotional partner O2. The experience launched July 21, 2009, in the UK.

Results

Not published.