Mobile > Technology
TRIANGLE TRACKER
GOODBY SILVERSTEIN & PARTNERS, San Francisco / FRITO LAY / 2023
Awards:
Overview
Credits
Overview
Background
With our core Gen Z audience becoming increasingly skeptical of traditional advertising, we challenged ourselves to build brand connection and affinity through a less conventional approach. Leveraging the iconic shape of the Doritos chip, we set ourselves an ambitious aim: let’s turn every triangle in the world into an ad for Doritos.
Describe the creative idea
Have you ever noticed how triangles look like Doritos chips? That simple question was the inspiration for this brand campaign for Doritos, one that reimagined the iconic shape of the chip through the eyes of our audience.
The idea was simple: to build so much equity in the triangle that even unbranded triangles would trigger brand recall for our audience. That’s why we created Doritos Triangle Tracker, a Snapchat lens that recognized any triangle in the real world (yes, any triangle) and transformed it into free Doritos and prizes.
Describe the strategy
Gen Zers in the US love it when brands “see” them, but only 8% of Gen Z feel like brands understand them. Doritos saw this as an opportunity to continue the longstanding relationship we’ve built with generations of young people. That’s why coming out of COVID restrictions, we wanted to focus on things that could add to Gen Z’s experience with the world rather than on things that diminished it. The triangle, something 83% of people already knew as a symbol of Doritos, would become the portal through which we could unexpectedly connect with Gen Z through the things they love.
Describe the execution
How do you help a generation of people think of Doritos every time they see a triangle? We started by turning iconic triangular buildings into gigantic Doritos chips in Memphis, NYC and Atlanta.
Then to make our ambition come further to life, we partnered with Snapchat and pushed the boundaries of their AR lenses. Using machine learning and image recognition, we trained the lenses to identify any triangle (yes, any triangle) in the world and turn it into a Doritos chip, which then unlocked prizes.
Scan a triangle and possibly win free Doritos products and swag—and even be entered to win $250,000. On top of these regular prizes, certain triangles unlocked exclusive prizes. We partnered with key triangular Gen Z brands such as Guess, Vivid Seats and Xbox to release exclusive prizes that you could get only by turning the triangles associated with those brands into Doritos.
List the results
On Snapchat we delivered over 225 million impressions, which helped drive over 2.14 million people to the Triangle Tracker website to claim a prize. Within the lens we saw people spend 32 seconds, on average, with the tracker, which helped drive over 4 million entries into the Triangle Tracker program in only four weeks.
Overall, the program got everyone talking, driving 2.1 billion PR impressions, with OOH being included in 93% of the articles written on it.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
Gen Z in the US grew up with Doritos. They love the brand for its epic products and flavors. But more than that, they know it for the iconic shape of the chip. In fact, 83% of people recognize the triangle as a symbol for Doritos. Leaning in to this fact, the “Triangle Tracker” campaign gave even greater meaning to this distinctive brand asset, transforming it into a portal for unexpected prizes and experiences.
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