Doritos Interacts With Audience
Doritos have teamed up with a host of artists around the world for their Late Night campaign. In September news was leaked that Rihanna joined the campaign. Last week U.K. rapper Professor Green also joined in and the first results where immeadiatly shown on to the web. You can view the 2D version below, but for the full experience go to their Youtube channel.
Last year Doritos launched their Late Night campaign, a global music event. This year the event will be participated by five bands, across five continents.
Rihanna first revealed her involvement in a Doritos campaign – with the “Who’s That Chick?” video of a track recorded with David Guetta – in her Oct. 16 Billboard cover story. In the same week the second band, Professor Green, was reveiled.
Like the Rihanna video, Professor Green’s performance is filmed using 360° camera technology allowing fans to interact with and manipulate the music video and choose the direction they wish to look in. They can see the video for his Doritos track “Coming To Get Me” from different angles and reveal new scenes. A great way to allow your viewers to really interact and engage with the video.
Another method used by Doritos for interaction is augmented reality. Doritos made use this method by promoting Blink 182. This year is quite similar. On the Dorito bag there is a code and when you hold the code infront of your webcam, Rihanna will jump out of your Dorito back and preform her latest track.
Doritos brand manager Sam Hinchliffe reacted by saying that the campaign “allows consumers to discover new music in ground-breaking ways.”
I think it’s a clever way to promote sales, create interaction and buzz around your brand. Three aspects every brand manager looks for in his campaign.