Launch Doritos new mystery flavour in a unique way to engage a digital first, millennial audience.
Doritos ID3, a three-part episodic 'choose your own adventure' game. It pit the user deep in London's grimy underworld, where they must unlock the secret flavour in a case of mistaken identity. To play the game, consumers had to insert a promotional code found on the inside of the iD3 bag, which gave the user six lives. The game blended live action footage with 3D interaction, sound recognition, interactive scenes, and film content giving the experience of a professional cinematic production.
90,000 visitors to
25% visitors logging on via Facebook Connect
Over 100 blog posts
50,000 Facebook fans
Average dwell time reaching almost 8 minutes
50,000 views of the trailer from 95 countries

MAA Best Sales Promotion Campaign – Gold
MAA Best Digital Campaign – Silver
ISP Award Best Use Of Digital – Gold
ISP Award Best Sales Promotion - Gold
FWA – Site Of The Day

(Campaign created at Initials Marketing under creative direction of Allan Guy)
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