Doritos is known for maximising technology in its promotions, and its latest advergame is no exception. Integrating the real-world release of a mystery crisp flavour with a virtual spy mission, the campaign aims to drive up sales.
The crisp manufacturer is no stranger to empowering consumers, having run many
UGC campaigns in the past. ID3 involves a first person narrative, with players
trying to complete three separate online missions -
the first being to discover the mystery crisp flavour.
When consumers buy a packet of Doritos,
a code on the back of the packet gains them entry to the first episode and gives the user six lives with which to complete it. If players use up all six lives, well… they have to buy another pack of Doritos. The second and third levels involve different missions, each following on from the previous, tying the threetogether into one coherent story.
Prizes on offer for those who complete all three missions include the chance to win a cash prize of £50,000, plus additional prizes such as a trip to Las Vegas, an X-box and other assorted goodies.
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