Triangles are everywhere, but has anyone ever looked at them and thought, “Hey, that looks like a Doritos chip?” Doritos needed to hack culture by recontextualizing everyday triangles as a catalyst to winning prizes and experiences. The creative was simple but effective – first, show Doritos with triangles, next to recognizable triangles everywhere - from yield signs to the Great Pyramids. Then give fans a tool to capture triangles and be rewarded by the brand. As an ownable brand asset, this platform and audience insight could support connection with consumers far beyond the initial campaign launch.

We gave Gen Z a superpower - the ability to convert real-world triangles into Doritos. With a seamless mechanism to send consumers on this triangle hunt, the integrated media approach was rooted in two key phases.

Phase One – Plant the stake in the ground that Doritos = Triangles. Turn triangles in the wild into Doritos via experiential building takeovers, custom integration with the MTV VMAs, and an immersive tunnel at SXSW.

Phase Two – Drive participation and reward consumers for engaging with the first-of-its-kind Doritos Triangle Tracker Snap Lens.

• Introduce and promote the function of the Triangle Tracker lens through Snap ads, digital and social video, and Gen Z influencer partners.

• Encourage participation to win by driving Doritos fans from Snap to the program microsite to redeem various brand prizes.

Doritos launched the triangle hunt in August 2022, turning triangle-shaped buildings in New York City, Atlanta, and Memphis into larger-than-life Doritos! This kicked off a social challenge, rewarding fans for finding and posting specific triangles for cash prizes.

The 2022 MTV Video Music Awards served to launch the Triangle Tracker lens. We teamed up with rapper Offset on MTV, Snapchat, and social media, encouraging consumers to watch Sunday’s show. All night, viewers were prompted to scan triangles onscreen during exclusive musical performances unlocked by Doritos. Each scan entered them for a chance to win tickets to the 2023 VMAs!

Doritos continued the challenge the following Spring at SXSW, building a triangle-shaped structure at the top of iconic Rainey Street in Austin. Fans were invited to walk through an immersive kaleidoscopic tunnel leading them on a journey with visuals, scents, and sounds - from the crunch of a chip to the scent of Doritos BBQ. Scanning the structure unlocked access to an exclusive Doritos After Dark late-night event hosted in partnership with Billboard – featuring Doritos culinary creations and a performance by notable DJ Pee Wee (aka Anderson Paak).

Most recently, Doritos turned the iconic triangle-shaped Luxor® Hotel & Casino into a giant Doritos chip in the weeks leading up to Super Bowl LVIII. At over 600 feet wide and over 30 stories high, Doritos was unmissable on the Las Vegas Strip leading up to the big game. Consumers who scanned the giant chip during Game Week saw it roll into a DINAMITA®, which then transformed into the lever of an interactive.