Triangle Tracker
- Brand
- Doritos
- Year
- 2022
- Objective
- Engagement
- Industry
- Food & Drink
- Platform
- AR & VR
Objective
Doritos is a snack people eat but rarely think about — even its yearly Super Bowl spot wasn't landing with Gen Z. Rather than sell flavor, the brand leaned on the one asset already lodged in everyone's head: its triangle. The goal was to get that shape to trigger the brand anywhere it showed up in the real world, not just on a chip bag.
Solution
The hunt starts in Snapchat: open the Triangle Tracker lens, point your camera at any triangle around you — a street sign, a building, a logo — and watch it morph into a Doritos chip on screen. Each catch drops a code, which you redeem on the Triangle Tracker site for a prize: product, partner merch, or an entry into a $250,000 drawing. Certain triangles pay off bigger — spotting the Xbox, GUESS Originals, or Vivid Seats logo unlocks a partner prize, and during the MTV VMAs broadcast on August 28 you could catch triangles live off the TV screen. Outside the lens, players can take the hunt to TikTok, posting their boldest triangle find for a new weekly prompt every Wednesday, drop into the Doritos Triangle Island map in Fortnite Creative to hunt for triangles through mini-games and easter eggs, or watch TriangleBot take over a streamer's feed and swap triangles in whatever game is on screen for chips in real time. Three real-world buildings — in New York, Memphis, and Atlanta — were dressed up as giant Doritos chips to kick the whole hunt off.
Results
The campaign drew more than 4 million people into the triangle hunt and generated 3 billion media impressions, with its TikTok challenges alone reaching 42.7 million views.
- 1
The campaign opens with real landmark buildings — a triangular house in New York, a pyramid-shaped store in Memphis, a triangular tower in Atlanta — dressed up as giant Doritos chips, announcing the premise: any triangle nearby can turn into a prize.
- 2
The core loop runs through a Snapchat lens: the player points their camera at any real-world triangle — a sign, a cone, a building, or the triangle on a Doritos bag itself — and the lens visibly morphs it into a Doritos chip onscreen.
- 3
A successful scan returns a code redeemable on the Triangle Tracker website for a Doritos product, exclusive partner merch, or entry into a $250,000 sweepstakes.
- 4
A second scanning layer rewards triangles inside partner brand logos — Xbox, Vivid Seats, and GUESS Originals — each unlocking its own branded prize, from a custom controller skin to a paid concert package to a limited jean jacket.
- 5
The hunt extends to live TV: watching for triangle easter eggs onscreen during Doritos-branded segments of the MTV VMA broadcast enters players into a drawing for tickets to the following year's VMAs.
- 6
A parallel, skill-based track runs weekly on TikTok: players film and post their own creative triangle video tagged with the brand handle and contest hashtags, competing for a $15,000 prize, with the first week's prompt sending them back to the same three landmark buildings.
- 7
Players with a Fortnite Creative code can visit a branded island built around the same triangle theme, playing three reskinned minigames — a block-clearing mode, a battle-royale variant, and a deathrun referencing an earlier Doritos game.
- 8
A bot add-on lets Twitch streamers overlay the hunt onto any game they're playing, swapping in-game triangles into Doritos chips for their viewers to watch live.
