CASE STUDY: Doritos Quest 2020
Update 03/21: We are delighted to announce that Doritos Quest won Best Mobile Campaign at The Drum Awards for Digital Advertising 2021! The awards recognise the best use of technology and digital media in advertising, and Doritos Quest’s innovative use of the mobile platform saw it crowned this year’s winner, congratulations to Verizon Media, RYOT Studio, OMD EMEA and PepsiCo!
PepsiCo and Sony joined forces to create a fun exciting AR experience to engage gamers and Doritos lovers in celebration of the new PS5 launch. The Doritos Quest 2020 competition was successfully rolled out across Belgium, the Netherlands, Spain, Ireland, and the UK in October and November 2020.
The Augmented Reality (“AR”) game invited players to hunt for virtual Doritos packets dropped in thousands of locations around Europe. Once players located one of these Doritos “Vatoms”, they were able to open the packet in AR to reveal either a Doritos “shape” or one of thousands of instant win prizes. The ultimate prizes were reserved for players who managed to collect all four Doritos shape Vatoms - they won a Sony PlayStation 5 games console.
Due to the worsening Covid situation, the game dynamic was altered for the UK, Ireland and Spain so that players could play from the safety of their own homes. Every day players were sent a “pin” to their game wallets and were encouraged to drop this on the map to summon Doritos packets to the surrounding area. As before, they could interact with them in AR to discover what was inside.
Doritos Quest 2020 utilised BLOCKv’s Blockchain-enabled digital objects technology, Vatoms (powered by its cryptocurrency “V” [VEE]) to activate the AR experience. Users were able to easily redeem their prizes by filling a quick form from inside their Vatom wallet or instantly redeem their bag of Doritos in-store with a Vatom voucher.
In partnership with Verizon Media, BLOCKv helped create a gamified, COVID-safe activation that delighted gamers and built excitement for the hotly anticipated PlayStation 5 launch. Throughout the campaign over 160K users joined the quest in hunt of PlayStation prizes across Europe.