How do you get young consumers excited about a new snack food? By creating a piece of interactive film that draws them into a battle between the flavours. Doritos Collisions offers two popular flavours, Hot Wings and Blue Cheese, together in one bag. Young snack-food consumers tend to be less likely to respond to traditional marketing channels so we needed to drive awareness and trial with something unexpected.To highlight the product innovation, we drew consumers into a battle between the flavours by creating North America’s first interactive digital projection that allowed passers-by to call the shots using their mobile phone.Projected on the side of downtown buildings, the billboard featured the duelling Frenchman and Cowboy characters from the Doritos’s Collisions TVC. Passers-by were invited to text the keyword “Blue” or “Wing”. The two conflicting characters would then respond to the message, battling it out in a series of random moves.

Those who responded received a reply inviting them to www.battleinabag.ca to choose a side in the battle. Within days of launch, thousands of dedicated snackers were passionately fighting for their flavour’s supremacy. In its 12 night run, the projections generated some 1300 text message interactions and over 98,000 unique visitors were driven to the campaign microsite.