The soundtrack for the first Guardians of the Galaxy unexpectedly topped the Billboard 200 in 2014. It sold 1.8 million copies, making it the second-highest movie soundtrack in history to sell one million albums.

Capitalizing on the hype from the first soundtrack, the anticipation for Awesome Mix Vol. 2 and our partnership with the upcoming sequel, Doritos engineered the first chip bag to play a full album. That’s right: an illuminating, rechargeable, MP3-playing bag of Doritos shaped like the tape deck in the film, with fully functioning buttons and stocked with edible Doritos chips. Just plug in, hit play and rock out while crunching on Doritos!

This limited-edition Doritos bag was designed to commemorate the boldest parts of the partnership: the film’s soundtrack and the flavors of Doritos chips. To make it feel exclusive, we sold the 2,500 bags on Amazon.

• The bag was engineered with custom electronics and lighting to create a multisensory experience. Each of the 2,500 bags works and feels like a real cassette player.

• The interworking of the music bag consists of a solid-state circuit board designed to hold 13 songs as an MP3 player. The board has a secondary connection port to the LED lighting component— all powered by a rechargeable mini MP3 battery.

• Each bag was packaged in a custom commemorative box with cassette viewer window printing material. The corrugated box was skinned with 7 pt. printed Mirri reflective board utilizing a Komori UV press and white and process inks.

• 200 premium-edition bags were sent to a curated list of influencers to ignite the social conversation.

• Sold 2,000 bags exclusively on Amazon.com.

• Timeline:

o Production started: 3.7.17

o Launched on Amazon: 4.28.17

o Delivered final units: 5.1.17

Through the power of this partnership and the exclusive promotion with Amazon, we managed to break through the blockbuster movie season clutter and stand out among all partners of this eagerly anticipated sequel. The limited-edition Doritos music bag delivered the following results:

• Sold out in less than 45 minutes on Amazon.com ($30.00 each); subsequently sold on auction sites for as high as a 566% premium ($200.00)

• Over 1.3+ billion PR impressions

o Organic pickup from CNN, MSN, Billboard, Mashable, Thrillist, Hypebeast, Entertainment Weekly, Advertising Age and many others.

o Organic conversions from celebrities such as Chris Pratt, Karen Gillan and Jeremy Renner

• 400+ total placements

• 115+ online placements

• 94% positive to neutral response

• Doritos experienced 4% sales growth during the program timeframe