Promotions 2.0Blurring the line between interactive advertising, promotions and social network marketing.

July 7th, 2009

Doritos does Augmented Reality

Augmented reality seems to be everywhere these days. Now Doritos is bringing augmented reality to the world of promotions with specially marked bags of Doritos Late Night chips that can be used as a “ticket” to a 3-D concert performance by bands including blink-182 and Big Boi — all made possible by the power of augmented reality technology. The exclusive venue, www.doritoslatenight.com, is where music fans will get to see their favorite artists onstage and online in a truly one-of-kind performance.

The Doritos Late Night online concert is the first-ever augmented reality experience to showcase live-action video within a 3-D, interactive environment. The website allows Doritos Late Night special-edition bags to be used with a web cam to launch the virtual performances that pop directly out of the bag, (See video above) including two fan-favorite songs by blink-182 (”Rock Show” and “I Miss You”) and one from Big Boi (”Ringtone”). Fans can personalize each artist’s performance by the way they hold, move and shake the bag, offering up a new experience each and every time.

“From MP3s to lap tops to mobile phones, young consumers have come to expect the ability to enjoy music anytime, anywhere,” said Ann Mukherjee, group vice president, marketing, Frito-Lay North America. “That’s why we’re putting Doritos lovers in control of when and where they access actual performances by two of the best musical acts across rock, pop and hip-hop, in a totally unprecedented way - a concert in the palm of your hand.”

After enjoying the virtual show, fans also will have the opportunity to enter for a chance to win tickets to a live blink-182 show in the city of their choice. blink-182’s nearly sold-out summer tour begins on July 24, 2009 in Las Vegas and stops in more than 40 cities.

“We’re always looking for innovative new ways to bring music to our fans, and an online 3-D performance was something we just had to be a part of,” said Mark Hoppus, vocalist and bassist of blink-182. “As big technology guys, we’re pumped that people can now experience a little bit of our summer tour through something as accessible as bag of Doritos and a computer. It’s very cool.”

The Doritos Late Night virtual music-offering is the latest evolution of the Doritos brand allowing consumers to be in control. The Doritos “Crash the Super Bowl” program, which started in 2007, turns the brand’s Super Bowl advertising over to its fans. As a result, the brand was the first to broadcast a consumer-created ad during the big game in 2007, launched the music career of a fan by showcasing her original music video during the 2008 Super Bowl, and shook the advertising industry when two brothers from Indiana made a home-made Doritos Super Bowl spot that topped USA Today’s annual ad meter in the third iteration of this groundbreaking program in 2009.