Doritos has launched its ‘Make Your Play’ platform, a campaign aimed at encouraging music fans to return to events this summer as social distancing restrictions continue to ease.
The campaign will utilise augmented reality (AR) technology developed by Poplar Studio and 8th Wall on interactive posters throughout the UK.
Those who spot the posters can scan a QR code and access the AR experience, where a play button stylised in the form of the iconic Dorito chip will be placed into their surroundings. Upon pressing the button, an audio reactive portal opens up, revealing music content and 3D objects.
When buttons are activated, Doritos will unlock 250 pairs of day tickets to the Strawberries & Creem Festival through DICE, an events and ticket-selling website, as well as releasing further discounted tickets for the festival.
The campaign is focused on utilising AR technology, which has proven to be a valuable tool in creating interactive experiences for consumers during the pandemic, to its full potential by promoting in-person events through out-of-home advertising.
Clafoutie Sintive, marketing director for snacks at PepsiCo, said: “It has been a particularly difficult time for the music industry, which is why we wanted to create meaningful partnerships with innovative leaders in the music space who reflect our goals and values and use innovative technology to engage fans who have been at home over the past year.
“We are delighted to have created a campaign that encourages live music fans to enter competitions via our Make Your Play activation using augmented reality technology – enabling the music starved fans to hit play on life again.”
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