Doritos launched its ‘Make Your Play’ platform, a campaign aimed at encouraging music fans to return to events this summer as social distancing restrictions continue to ease.

The campaign will use augmented reality (AR) technology developed by Poplar Studio and 8th Wall on interactive billboards across the UK. Those viewing the billboards can scan the QR code and access the AR experience, where the play button styled after the iconic Dorito chip will be placed in its environment. Pressing the button opens a reactive audio portal, revealing musical content and 3D objects.

When the buttons are activated, Doritos will unlock 250 pairs of one-day tickets to the Strawberries & Creem Festival through DICE, an event and ticketing website, in addition to launching more discounted tickets to the festival.

The campaign focuses on using AR technology, which proved to be a valuable tool for creating interactive experiences for consumers during the pandemic, to its full potential by promoting in-person events through out-of-home advertising.

Clafoutie Sintive, director of snack marketing at PepsiCo, said, “It was a particularly challenging time for the music industry, so we wanted to create meaningful partnerships with innovative leaders in the music space that reflect our goals and values, as well as use innovative technology to engage fans who were at home over the past year.”

“We are thrilled to have created a campaign that encourages live music fans to enter contests through our Make Your Play activation using augmented reality technology, allowing hungry music fans to touch life again.”

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