Hot on the heels of the ‘Do us a flavour’ campaign (where Builder’s Breakfast beat Cajun Squirrel to the top spot), Walker’s have launched ‘an interactive movie adventure’ for their Doritos brand to promote its new iD3 ‘mystery flavour’.
Assuming the form of a point-and-click spy thriller, the online game is split into three episodes with the user able to make decisions that impact upon how the (topical) identity-theft adventure plays out.
Opt-in to allow iD3 access to your Facebook account and it uses your profile pic in-game, without the common tacky intrusion on your Facebook wall that seems to come as standard for this sort of thing nowadays.
It’s not immediately apparent how the concept fits in with the idea of a new packet of crisps but all in all it’s a pretty impressive experience; the story is engaging and it’s a light-hearted take on a well-trod genre. Give it a go! (But buy the new packet of Doritos iD3 first...)
So what can we take from this? Doritos have managed to add value by expanding what may traditionally have been quite a limited brand into a whole new online arena. Sure, the interactive movie is a bit of a conceptual leap for a foil-packed bag of crisps but by directly engaging with the consumer, Doritos have ensured that their final product is anything but stale.
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