To do this we decided to take Doritos Inferno on an epic journey, all the way into nature’s inferno (an extremely active, super dangerous, lava spewing volcano) and back again. We not only documented the entire expedition but filmed the world’s very first 360° video from inside an active volcano crater – bag of chips in hand. That’s hot.

We tapped adventurer and photographer Ulla Lohmann to bring Doritos Inferno to nature’s inferno and back again for the return of the infamously hot chip. The journey took us to Ambrym Crater in Vanuatu, where we filmed the world’s first 360° video from inside a volcano. We even five-finger-discounted an epic lava rock for one lucky fan to win.

Following a series of short video and GIF teaser posts to build intrigue, we launched our 360° video on YouTube and Facebook on June 22nd, inviting our fans to step into the volcano crater with us. They could experience the lava spewing environment full-on as they watched Doritos Inferno defy nature’s inferno. To continue the conversation, we also released a behind-the-scenes documentary, showcasing how the team braved 1200° temperatures, acid rain, earthquakes, and ferocious bubbling lava.

Views of the 360° video erupted with 5.1 million people tuning in on Facebook and YouTube, and an additional 2.5 million views on our epic behind-the-scenes documentary. The campaign received major media coverage that included the National Post, Discovery, Space, MSN, Inside Hook, Strategy and even The Weather Network - all amounting to 58 million earned impressions overall - 241% over our target goal.

Sales were even hotter. Inferno was highly incremental to the Doritos portfolio at 55% (+35 pts vs. target) and during the LTO timeframe, we saw an increase in incremental sales across all Doritos sales by 25%, proving our idea really was bolder than ever before.