We wanted to use augmented reality to deliver a rock concert, and Blink-182 came out of a five-year hiatus to host the experience. The bag of Doritos was the ticket to the show. It had a special marker on the back, and if you showed it to your webcam, the bag exploded and a stage came out. You held the whole show right in your hands. The world’s first concert-in-a-bag. There was even an encore. If you cheered loud enough, the band came back on stage and played one more song.

We treated the AR show like a real concert, even promoting it as part of Blink-182’s world tour schedule. We even sold Bags of Doritos Late Night as tickets to the show on Ticketmaster. And we sold out in less than an hour. By the time the show was over, Late Night became Frito-Lay’s number one selling product for the quarter.