Doritos iD3 – innovative NPD, brand as entertainer, and my latest project : )

27 Jul

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.

emailers_packet

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…

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11 Responses to “Doritos iD3 – innovative NPD, brand as entertainer, and my latest project : )”

  1. Euan July 28, 2009 at 1:05 pm #

    chiken baltic

  2. Christina July 29, 2009 at 8:11 am #

    Hi there! I live in Greece and there are no mystery flavour Dorito packs here! I’ m begging you for a code, even dummy. The game looks so great, I wanna play now!!
    Cheers!

  3. nicspic2608 July 29, 2009 at 9:05 am #

    Glad to hear you’re excited to play the game Good guessing Euan 🙂

    Hey Christina! Here is a dummy code to get you started…

    PR00581678

    Enjoy the adventure!

  4. Munkstar August 19, 2009 at 3:39 pm #

    Curry …… summat! Burnt my mouth slightly …. maybe Curry Sodium Hydroxide …. might just open the packets for the codes!!!! (they do that a lot in our local Asda ….. be aware!) Good bit of advertising a little slow on the 3G Network so will have to play with it at home …. as they say.

  5. jacqui August 26, 2009 at 3:45 pm #

    spicy curry pot noodle,it was savage

  6. Terminal-Access December 13, 2009 at 7:09 am #

    even though this promotion is now over, iv just recent come across a load of these, and noticed if the package is turned upside down so you can read the message on either end of the package the ID3 becomes EG!

    thus a hidden message is revealed, “Mystery Flavour EG!”

  7. estetik April 24, 2010 at 11:56 am #

    very good article thanks admin for the post

  8. convert DVD to avi July 10, 2010 at 12:44 pm #

    It is very valuable piece

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