We partnered with international superstar Rihanna to create a first-of-its-kind music experience (inspired by Late Night chips) for her newest song - two videos, with day and night versions that were fully user-controlled.

Doritos had to be at the heart of this experience, not just a logo. Therefore, Doritos printed an augmented-reality marker on limited-edition bags of Late Night chips that would act as the key to unlock the experience.In order to see the sexier night version, site visitors had to hold up a bag of Doritos to their webcam.

To get the word out, we recruited five up-and-coming regional bands that activated their fan bases and served as Rihanna’s opening acts. We built in share points throughout the site for fans to broadcast their experiences and recruit their friends to join. Lastly, we offered exclusive, personalized Rihanna photos for fans to share with the world via social media.

Worldwide viral firestorm:•288M PR impressions •Helped generate 600,000 new Facebook “Likes”•Contributed to the Doritos brand being the No. 1 most buzzed-about brand among all beers, beverages and snacks (Ad Age/Zeta Research, 2010)Engagement with content:•15M-plus views of the content across the Web•41,000-plus hours spent on doritoslatenight.com•70% agree that the experience was worth their while (custom survey)Business performance:Doritos sales beat plans across multiple key regions— •+30% in South Africa•+48% in the United Kingdom•+62% in Canada•+48% in Brazil•+14% in Turkey