Doritos iD3
Integrated Digital Campaign
Against an original brief to build awareness and sales of a new mystery flavour, this integrated brand experience combines long form narrative storytelling, high-tech online gaming and clever word-of-mouth marketing with traditional on-pack promotional techniques.
iD3 is a breakthrough piece of online brand entertainment designed to push the boundaries of the advergame genre.
The three part, feature film length digital adventure is a unique blend of live action film and 3D gaming, with secret levels for hardcore gamers and integration with Facebook Connect, morphing players' Profile photos into video scenes for a truly immersive, personalised consumer experience.
Created for the launch of Doritos' new limited edition mystery flavour, the game's narrative expands upon the intrigue. Set in London’s shady underworld, an identity theft ring has stolen your identity and you have been coerced by the police to go undercover, to track them down and expose the criminal mastermind behind the gang.
Game players are put in the driving seat, deciding their fate as the hero of this interactive film, by choosing the direction of the plot. View case study video below.
Demo URL:
http://id3-demo.rehabstudio.com
The game is a linear timeline unique to each user,
please follow the instructions to play.
View Screenshots
The Brief
To create an engaging interactive brand experience with a strong promotional mechanic delivered online and embedded within the social media space, engaging people with the new flavour in a credible way that would resonate among Doritos' savvy core 18-24 audience.
The Solution
Player decision point
Putting players in control
The footage is shot in point of view, putting the game player in the driving seat, allowing them to decide their own fate and influence the plot live as they play.
Making the plot interactive meant creating multiple outcomes.
2-way social media flow
Enhancing Socialness
To further boost the 'socialness' of iD3, the game is uniquely integrated with Facebook Connect, letting users register via Facebook and share iD3 content with their Facebook friends, without leaving the game site.
It's also used to insert image content from players' Facebook profiles directly into the live film pushing the boundaries of technology.
Konami codes secret level
Influencer outreach
Shareable content was seeded at a grassroots level across the web. Special VIP codes were created for influential bloggers to participate in the advergame, without purchase. These were offered to a range of influencers, from film buffs to gamers, which empowered them to give away these special codes to their readers.
'Konami cheat Codes' were also seeded across blogs to help users frustrated by particular challenges in the game.
In-game 3D challenge
Multi level challenges
We wrote, directed and produced over 100 pages of interactive drama featuring a cast of 19 shot over 6 days.
Mini 3D games were added into the feature length film experience pushing the technology to the limit and increasing player interaction.
Managing loading times for such a high density of multi-outcome video footage was also an achievement.
The Flash engine used for the video mapping and 3D requires cutting edge hardware to run it.
On-pack reward incentive
The Reward
Those who guessed the mystery flavour correctly went into a draw to win a cash prize of £20,000. Those who successfully completed all three episodes had the chance to win a cash prize of up to £50,000. Plus 100s of spot prizes.
The winner was also invited to London to appear in the final scene of Doritos iD3 to collect their cash prize, thus truly becoming a part of the iD3 adventure.
The Results
- Nearly 1/4 million visitors to doritos.co.uk (already ahead of target)
- 25% visitors logging on via Facebook Connect
- Hundreds of tweets and Twitter hotspot 27th July
- Blog mentions - over 200 (ref: Google Blog Search)
- Almost 58,000 Facebook fans
- Average dwell time reaching almost 8 minutes (ref: Google Analytics)
- Over 56,000 views of the trailer from 141 countries (ref: Go Viral)
- Sales figures for Doritos at +23% (Source: Nielsen)
iD3 is one of the most exciting programmes we've developed on Doritos. The combination of a great new product and cutting edge marketing developed by innovative agency partners has allowed us to create a hugely involving campaign.