Doritos aims at Dutch youngsters between the ages of 16 and 24. The so-called Hyper Lifer. They want to get everything out of life through unique experiences. They are super connected, do not want to miss anything and seek recognition of friends by being tough or unique and .. they are inextricably linked to gaming.

That is why we actively link Doritos to the gaming domain. We mix the life of Hyper Lifers with over the top game elements. And give ourselves and everyone one simple mission: #playbold.

We want to completely outweigh the average game experience for youngsters. That's why Doritos takes a leading role in giving young people the boldness of VR.

We launch the Doritos VR Battle. An ultimate VR experience that we bring to life through online content, influencers, an activation and the release of a multiplatform game.

We started with the launch of a viral video showing two influencers competing in a Virtual Reality world. We used the HTC Vive which offers the most immersive and interactive VR experience due to high resolution graphics, physical controllers and a tracking system. Important note, at the time of development the HTC Vive and Oculus Rift were only available as prototype kits making it an extra challenging project.

When designing the game we really looked at the target audience and trends within their "world of gaming". After research we went for a dark somewhat scary world where the gamer had to conquer several levels to reach the end of the game and obtain the "Magical Doritos". Instead of being another branded game we made sure the gamer was immersed in a completely new world and within that world confronted with Doritos being part of the actual gameplay.

The first gameplay video, showing the influencers compete, went viral instantly (2 million+ views) and was received very positively by the target audience. As soon as VR hardware became available for the public in the following weeks, we started releasing the Doritos VR Battle for the public generating lots of exposure as part of the global high-score list. We first teased with an Experience Day allowing FB winners to play the VR game on location. The next steps were releasing the VR game on several platforms like SteamVR, Oculus Rift (including Samsung GearVR) iOS App Store and Google Play for Android.

The next, most bold move, was bringing the game "in-store". Consumers could download the game for free, buy a package of Doritos and use the code in-game to unlock hidden ammo. Playing the game on mobile in VR was facilitated by handing out free Doritos branded Cardboard VR viewers.

Total downloads 55.000+