I have been working alongside Initials on a really exciting campaign to support the launch of Doritos iD3: a limited edition mystery flavour. The alphanumeric name and mysterious black packaging invites consumers to guess the mystery flavour at www.doritos.co.uk/iD3 for the chance to win a chuffing £20K reward.
But guessing the flavour is just the beginning…
iD3 is not only an original product launch. It is also a three-part episodic online adventure for Doritos fans which uniquely blends film and gaming (starring Layer Cake’s Tamer Hassan). The iD3 adventure allows fans to become the hero in their very own ‘choose your own adventure’. Set in London’s shady underworld, the player goes undercover to help unlock the truth behind a mysterious case of mistaken identity, with huge prizes to be won along the way. Check out our thrilling trailer…
Doritos is no stranger to inviting consumers to play with the brand, and the iD3 advergame delivers just this by putting consumers in the driving seat of their very own personalised adventure. And the mystery flavour is a unique product innovation which will no doubt get consumers talking and engaging with the brand on a deeper level.
The adventure itself pushes the boundaries of technology. Each adrenalin-filled episode blends slick live action footage with 3D interaction, giving the whole experience a distinct high-production cinematic feel. The advergame is uniquely integrated with Facebook Connect, which enables a more personalised experience for Doritos fans by dynamically inserting content from your Facebook profile into the film. It also pushes c0ntent out to Facebook, as a result making the game more social.
We’ve created a number of secret levels and experiences (including the Konami Code) for experienced gamers (not me then…).
Even the support for the campaign is shrouded in mystery – with grassroots seeding and an exclusive blogger outreach programme. A live Twitter feed and Facebook fan page will keep Doritos fans up-to-date with the adventure.
The campaign has only recently launched, and yet Doritos iD3 is already gaining attention on blogs, forums, reviews, and of course Twitter. What’s more, there is high engagement on our Facebook fan page, with hundreds of fans guessing the mystery flavour. It just goes to show that the best ideas are the simple ones, and like Walkers ‘Do us a Flavour‘, they come across as somewhat obvious. Although in reality finding and creating them takes great understanding and insights. And the activation of the idea has to be engaging and involving.
To guess the mystery flavour and play the game, you’ll need to pick up a special pack of Doritos iD3 – each pack code gives you 6 lives. Seeing as I’m a part of this little project, I do have a few free player codes I’m willing to give away to my readers (though you can’t win prizes with my dummy codes).
Comments and feedback encouraged as always…