Doritos set out on a mission to dominate and own one of the worlds most commonly used shapes, the triangle. To do so, they implemented a full funnel attack across various entertainment verticals and consumer touchpoints. Our task was to bring this major business objective to life, creating a clear connection between Doritos and triangles for the gaming community. Our experience needed to garner industry attention, be ownable for Doritos, feel authentic to gamers and feature TONS of triangles.

The entire island was designed around essential flavor cues within the Doritos portfolio. There were chips falling from the clouds and growing on trees, with a bold Cool Ranch look & feel across the board. The three mini games allowed fans a gamified experience with Doritos flavors. ‘Nacho Usual Spleef’ offered players the chance to jump inside a giant bag of Doritos Nacho Cheese and shoot chips to drop opponents. ‘Spicy Sweet Chiliwars’ invited fans to defend their Doritos chip from hungry players and grab chili pepper powerups for an extra boost. Finally, paying tribute to their 2010 Xbox 360 cult classic advergame, Doritos Crash Course, the brand recreated elements from the game inside Fortnite for the ‘Crash Course Deathrun’ mini-game that had friends race each other through 10 levels each themed around a specific Doritos flavor.

Our target, Gen Z gamers, historically don't respond to traditional ads and overt brand experiences, especially in the gaming space. Our strategy was to create a branded experience with a clear value proposition, "rewards participation with what consumers come to the category to do, game and socialize". To ensure we were meeting our objectives at scale, we looked to build our world within one of the most relevant gaming spaces for the community, the world of Fortnite. We enlisted Fortnite building experts to ensure Triangle Island was created with mini games and challenges that are relevant for players and have share value. Once we knew our build could deliver, we created an amplification approach around eventizing the launch of "Triangle Island" driving a sense of FOMO and urgency for players everywhere. To do so, we activated various O&O channels to tease the new map and drive awareness with Doritos audiences.

During its first month of launch, Doritos Triangle Island saw 280,000 unique visitors, with 32,000 average active users spending just over 13 minutes playing on the Island each visit. The brand utilized partnerships with streamers to showcase the island and even play amongst their fans. The island saw dedicated visitors that were determined play and win. In the end, not only did Doritos take another giant step forward in owning the triangle, they built an engaging virtual world within Fortnite that labeled Doritos as a brand with a place in gaming. When gamers see triangles, they'll think of Doritos.