Doritos is a sharing brand. But while their chips were flying off the shelves for social snacking, it seemed that consumers weren’t buying Doritos dips to complete the experience. So we needed to put Doritos chips and dips together in the minds of consumers.

Testing the theory that games alter consumer behaviour, we created a game around dipping chips into jars of salsa. To stand out in the app store, we did this in 2 ways: - Firstly, we invented the Mexican sport of El Flicko – the art of flicking chips into salsa. Esteban Ortega, the greatest chip-flicker who never lived, became the star of a promotional online film, enabling us to tell an endearing provenance.

- Secondly, we incentivised the game in social media with real-world prizes. Esteban’s online/mobile game was even more popular than the man himself, with weekly prizes awaiting those who could outplay their network of friends.The mobile game promotion was the logical next step for the brand and perfectly-suited to our target audience of 18-24-year-olds. Most importantly, the game had the consumer behaviour we were trying to encourage right at its heart, but was ridiculous enough to not feel overtly product-focused.

The online film, with its unresolved ending, effectively tapped into YouTube culture to help make the game famous.The game was awarded in several print and online publications, with over 2m plays in the first month.• "A tasty little treat, App of the Day!" - Tech Crunch• "App of the Day" - The SunEstaban found his way into the hearts of the nation when the client decided to follow his online success with TV and cinema placements.• "Possibly the most gripping ending since inception."• "Absolutely EPIC."• "They really must make a movie of this."But did the promotion get the nation dipping? Si Señor! As a direct result of the campaign, we saw a 25% uplift in sales of dips - the biggest in Doritos history. Not bad for the greatest Mexican tradition that never was.

Testing the theory that games alter consumer behaviour, we created a game around dipping chips into jars of salsa. To stand out in the app store, we did this in 2 ways. Firstly, we invented the Mexican sport of El Flicko – the art of flicking chips into salsa. Esteban Ortega, the greatest chipflicker who never lived, became the star of a promotional online film. Secondly, we incentivised the game in social media with real-world prizes. Esteban’s online/mobile game was even more popular than the man himself, with weekly prizes awaiting those who could outplay their network of friends.

The game was awarded in several print and online publications, with over 2 million plays in the first month. Estaban found his way into the heats of the nation when the client decided to follow up his online success with TV and cinema placements:"Possibly the most gripping ending since inception.""Absolutely EPIC.""They really must make a movie of this."But did the promotion get the nation dipping? Si Señor! As a direct result of the campaign, we saw a 25% uplift in sales of dips, biggest in Doritos history. Not bad for the greatest Mexican tradition that never was.