In this edition of the Creative Showcase, we look at how AdColony’s Aurora HD Video™ is paired with interactive elements to recreate the sensations of Doritos Cool & Hot in its Smarties X award-winning campaign!
How it Worked
The mobile ad campaign was for Doritos Cool and Hot was inspired by the different sensations that are felt while eating the chips. The video depicts a thrilling roller coaster ride where the ascent is cool and refreshing then riders go through hot rings of fire as the ride drops. Users then experience a simulation of the roller coaster with an interactive 360-degree mobile video where they can move their device to explore the environment. During the ride, the screen was covered in ice to represent the cool sensation and users had to break the ice by tapping on the screen. As riders go through the rings of fire, the screen is covered with flames where users are once again prompted to tap the screen to put out the fire.
Why it Worked
The Doritos Cool and Hot campaign successfully recreated the sensations of associated with the product through creative and innovative execution. AdColony’s Aurora™ HD Video offered life-like graphics and a customized 360-degree view to give the user a realistic experience of the roller coaster ride. Users are then further engaged as they are prompted to tap the screen to break the ice and put out the fire. These segments gave users a fun experience while emphasizing the “cool and hot” features of the product for effective brand awareness. All three of the interactive pieces of the mobile campaign kept the audience immersed and engaged.
Results
The Doritos Cool and Hot campaign was a hit with its target audience and garnered over 3,000,000 engagements. The mobile ad also had achieved a 10x higher engagement rate than similar campaigns. Additionally, the campaign reached a unique completed view rate of 81%. During video play, users held an average attention score of 87%. Because of these exceptional results, The Doritos Cool and Hot campaign has won several awards including Best in Show at MMA Smarties Turkey and 360 Degree Video (Silver) at MMA Global Smarties X.
About the Campaign
Doritos wanted to create an exciting and interactive experience for users that would match their new Cool and Hot chips. They partnered with AdColony and OMD to create an award-wining mobile video campaign with 360-degree video and in-video interactivity.
About Doritos
Doritos is an American brand of flavored tortilla chips produced since 1964 by Frito-Lay, the convenient foods business unit of PepsiCo.
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