Doritos has launched its latest campaign in the form of an augmented reality competition created by Verizon Media’s branded content division RYOT Studio.
The new Augmented Reality (AR) game, ‘Doritos Quest’, gives players the opportunity to win from instant prize pool, as well as the ultimate prize, a PlayStation5 (PS5).
Doritos Quest requires players to hunt around their local area to collect all four Playstation Shapes, with a chance to win a PS5 console, with the game available by a mobile-only website developed by RYOT Studio.
RYOT Studio’s innovation arm created the game using virtual objects (Vatoms) and AR and blockchain technology.
It is looking to next launch a new extended reality (XR) toolset called Verizon Media Immersive, an XR platform for creating augmented, mixed, and virtual reality advertising and branded content with an emphasis on next-generation 5G experiences.
Head of brand & RYOT Studio ANZ, Zoe Cocker, said: “RYOT Studio is all about delivering new, innovative ways of storytelling to build brand love. ‘Doritos Quest’ follows the trail of strong demand we’re seeing for our next generation of AR formats as more brands look for exciting ways to tell their stories and connect with new audiences.
“This campaign not only allows users to interact with a brand in their own physical world but also drives tangible sales results here in Australia. It’s a great example of how RYOT Studio creates new ways of engaging with consumers and innovative experiences that connect with them on the path to purchase.”
The game is being promoted in Australia via a native ad campaign developed by RYOT Studio, which will feature across Verizon Media’s suite of editorial brands including Yahoo News, Yahoo Finance, Yahoo Sport, and Yahoo Entertainment as well as across Doritos’ social channels.
Brand manager, Doritos at PepsiCo, Sam O’Donnell, said: “We can’t wait to bring the Doritos Quest to life and give Aussies the chance to win some fantastic gaming prizes.
“We know Doritos fans are always looking for bold new ways to enjoy themselves and we wanted to encapsulate that in a tangible gaming experience. RYOT Studio has been imperative in enabling us to bring this vision to life and we look forward to seeing Aussies engage with Doritos like never before.”
Marketing Manager – Lynn Rutherford
Brand Manager, Doritos – Sam O’Donnell
Verizon Media AU
Head of RYOT – Zoe Cocker
Head of Strategic Solutions – Julia Edwards
Group Sales Manager – Alex Lane
Senior Sales Manager – Lewis Pentelow
Senior Project Manager – Leah Yeung
Verizon Media EMEA
Creative Director – Christopher Womersley
International Sales Lead – Ben Savage
EMEA Project Management – Ash O’Brien
Creative Technologist – Roy Rodenhäuser
Head of Partnerships – Jon Knight
Partnerships Manager – Sophie Conway
Head of Client Delivery – Marcelo Faro
Hive Marketing Group
Business Director – Rochelle Cooper
Owner & Director – Richard Woods