We worked with Doritos to change their packaging, embedding an augmented reality marker on five million individual bags. Each bag became an exclusive concert ticket. No bag? No ticket. No ticket? No show. Whoever discovered the bags first would get bragging rights, thus quickly generating word of mouth.To ensure organic consumer discovery, we tapped the band to activate their fan base via social outlets (Facebook, Twitter, etc.). Then, we teamed up with some of the biggest names in online music, weaving our message into the fabric of their sites instead of just running banners. News of the Doritos Late Night concert started popping up everywhere, from Pollstar to Pitchfork to imeem and iLike, just like it would for a real-life show, all the while encouraging consumers to seek out the special bags. We even partnered with Ticketmaster to physically distribute hundreds of tickets (bags) directly to consumers’ doors.

Doritos delivered on its promise of becoming an entertainment company by creating an exclusive music experience that teens could not resist. By making the package the entry point to the content, the brand, by design, became inextricable from the experience.- Overall the campaign generated more than 140 Million earned media impressions, worth more than $3.6 million- We opened up a new distribution channel by partnering with Ticketmaster to deliver our tickets (Doritos bags) directly to our consumers.- As critically, Doritos Late Night became the top-selling new product innovation in the savory category in 2009.