Doritos came out with their biggest chip ever in 2012. So we built something equally big and ridiculous to launch it: a six-story vending machine that actually worked. And we put it right in the middle of one of the country’s biggest music festivals, SXSW. Then we hid giant quarters all around town. People who found them could insert them into the machine to get product and prizes. And see one of the twenty-five bands that played on a stage at the vending machine’s base. The whole thing even went beyond the festival: the resulting press hit 2.3 billion impressions.