Doritos (I work for AMV BBDO, Doritos creative agency) are launching two new and authentic flavours that draw inspiration from classic late-night foods – ‘Tantalising Tikka’ and ‘BBQ Rib’. Om nom nom. But ‘Late Night’ is more than just two new tasty flavours, it’s a never before seen interactive music experience (which breaks today!). I’m super excited. We’ve hooked up with some of the biggest acts around the globe, including Rihanna and in-demand (3 x MOBO-nominated) British rapper Professor Green.
For the “Late Night” campaign, AMV BBDO have created a fully interactive 360 degree music video for the track ‘Coming to get me’, written by Professor Green exclusively for the campaign. The 360 experience puts Doritos fans in control and lets them choose which direction they would like to look – check it out now at our custom YouTube channel here. We’ve even created an embeddable widget so that you can host the whole 360 experience on your blog – grab the embed code from here. Unfortunately my wordpress-hosted blog cannot support the widget (I need an upgrade!), but here’s the unwrapped version from YouTube. The general consensus on Twitter is “it’s sickkk”, but I’ll leave that for you to decide…
‘Coming to get me’ is the FIRST EVER 360° video on YouTube. Up until the launch of the Doritos / Professor Green promo, all videos featured previously on YouTube have been a flat / 2D video. As the world’s most popular video sharing site, this is a landmark event for both YouTube, Doritos, and the Internet as a whole.
‘Coming to get me’ is also COMING SOON to download as a free iPhone app. This will be the first ever 360° video on an iPhone. The app, via the iPhones accelerometer, enables consumers to change the direction in which they’re viewing the video by moving their arms (or tilting the phone) up, down, left or right. More on this to come…
But it doesn’t stop there. Using special packs of Late Night chips and a web cam, consumers can unlock an augmented reality experience with Rihanna at www.doritoslatenight.com. The interactive video (created by Goodby & HiRes!) – for brand new song feat. David Guetta ‘Who’s That Chick’ – shows Rihanna showing off her day and night time personas.
This has been quite possibly the coolest campaign I’ve ever worked on, but more importantly it delivers once again on Doritos promise of being the most entertaining snack brand.