One-of-a-kind Campaign: Use of Augmented Reality & Social Media by Doritos
- Mar 23, 2022
- 1 min read
Updated: Apr 1, 2022
Type - Barter
Campaign- #ForTheBold
Hashtags used - #TeamHeart #TeamSmart #BoldChoice #ForTheBold
Objective
With gen Z audiences are increasingly relying on their smartphones for entertainment, primarily for watching videos, the campaign was aimed at enhancing its digital engagement with its audience on smaller screens and increasing its stickiness. Doritos launched its very own filter where people could choose how they wish to end the story. This confluence of interactivity and content discovery through this unique filter kept consumers engaged and brought alive the proposition of bold self-expression.
Strategy
To reach the masses and increase the use of their filter, Doritos engaged over 3000 influencers from GEEK to make their ‘bold’ choice from the different endings. Geek managed all the 3000 influencers end-to-end, making it easier for the brand to focus on other relevant tasks around the campaign rather than worrying about their marketing reach and results.
Result
The results were truly mind-boggling and surpassed our expectations from the influencers' activity. All influencers using the could be seen having an amazing time with the filter and, much to the delight of their followers, showing some of their trademark moves.
No of Unique influencers | 2,229 |
Total number of IG Post/Story/Reels | 3,942 |
Total number of IG Posts | 194 |
Total number of IG Story | 1,819 |
Total number of IG Reels | 1,929 |
Total followers combined | 103 Mn |
Total Conversations
30 | |
23 | |
30,418 | |
Youtube | 17 |
Other | 23 |
Total Engagement
1,235 | |
23 | |
27,505,703 | |
Youtube | 7200 |
Other | 23 |
Check out the hamper sent by Doritos below!
Ankit Agarwal, associate director, brand marketing – PepsiCo India, said: “With the launch of the ‘Doritos BoldChoice’ filter, Doritos is disrupting the ad world by harnessing the power of augmented reality (AR) and social media to enable users to choose how the story unfolds.”
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