We took the product truth that Doritos Inferno is one of the spiciest chips ever and mixed it with a truth that all guys know; flames make everything more awesome. The result was a completely volatile mixture we called: Inferno your status. When users visited, doritosinferno.ca, they could light their Twitter or Facebook status on fire – using real footage of flames. Every status was uniquely generated from 100 different video clips. How do you get 16-24year old guys to start a conversation about your new spicy chip in social media? By taking their conversations and lighting them a blaze.