The recognizable triangular shape of the doritos was the inspiration of triangle tracker (“Triangle Tracker”), a promotional action that the brand launched throughout the US market with which it achieved the participation of about 4 million people.
The idea, specially conceived for the public included in generation Z, which is very difficult to reach through classic advertising, was created and developed by the agency Goodby Silverstein & Partners.
A Snapchat lens transformed triangular profiles into Doritos and gave access to the gift draw
The promotion was launched on August 24 of last year and was in force for four weeks. It basically consisted of the participants “capture” triangular shapes with their mobilewhich gave them the opportunity to participate in the raffle for different prizes.
A teaser action in which the brand showed Famous triangular-shaped buildings in New York, Memphis and Atlanta transformed into giant Doritos It was the first step of the campaign.
With this, the ban was opened on the hunt for triangles: to participate, it was enough to focus the mobile towards a triangular shape and then lto snapchat augmented reality lens created for the promotion transformed it into a Doritos piece and generated a code with which they participated in the daily raffle for different brand products and also gave the option of winning a unique grand prize of $250,000.
In addition, they raised weekly challenges on TikTok whereby people were asked to take videos of the most creative triangular shapes they saw around them and post them with the hashtags associated with the brand and promotion. These videos were also eligible for cash prizes. The brand hired tiktokers popular to encourage participation.
Agreements with other brands and results
The promotion also included an agreement with Xbox (video games), Guess (fashion) and Vivid Seats (event tickets), all of them brands that, like Doritos, have triangular logos. Fans had the opportunity to scan these logos and win special gifts tied to these signatures, such as a custom Doritos-branded gaming skin, a snack-inspired Guess jacket or a concert kit with Doritos merchandising items.
Another alliance included in the promotion was the one that Doritos closed with theThe Video Music Awards, which s held on August 29, At a concert organized by the brand the day before, the public had a chance to win prize tickets by scanning and submitting triangular shapes. As a complement to all the previous actions, Doritos entered Fortnite with the creation of the so-called Triangle Island in the Creative mode of the game.
According to information published by the agency, a total of 4 million people sent triangles transformed into Doritos and the campaign generated 3 billion media impressions. On TikTok, 42.7 million people have viewed videos tagged #doritostriangletracker.
On the other hand, the campaign has won a gold in the category of Ideas of the andy awardswhich were delivered on April 20.
