Introduction to the "Make Your Play" Campaign
Doritos has recently launched its "Make Your Play" platform, a campaign designed to encourage music fans to return to events this summer as social distancing restrictions proceed to ease. This initiative is a big step towards revitalizing the music industry, which has been heavily impacted by the pandemic.
Utilizing Augmented Reality Technology
The campaign will utilize augmented reality (AR) technology developed by Poplar Studio and eighth Wall on interactive posters throughout the UK. This technology allows for an immersive experience, engaging music fans in a singular way. By scanning a QR code on the posters, individuals can access the AR experience, where a play button, styled in the shape of the long-lasting Dorito chip, is placed into their surroundings. Upon pressing the button, an audio reactive portal opens up, revealing music content and 3D objects.
Unlocking Exclusive Content and Tickets
When these buttons are activated, Doritos will unlock 250 pairs of day tickets to the Strawberries & Creem Festival through DICE, an events and ticket-selling website. Additionally, further discounted tickets for the festival might be released, making it more accessible for fans to attend. This strategy not only promotes the festival but in addition incentivizes using AR technology to interact with the brand.
The Power of AR in Promoting In-Person Events
The campaign is targeted on utilizing AR technology to its full potential by promoting in-person events through out-of-home promoting. AR has proven to be a invaluable tool in creating interactive experiences for consumers in the course of the pandemic. By leveraging this technology, Doritos goals to encourage fans to return to live music events, supporting the recovery of the music industry.
Statement from Marketing Director
Clafoutie Sintive, Marketing Director for snacks at PepsiCo, emphasized the importance of this campaign, stating, "It has been a very difficult time for the music industry, which is why we desired to create meaningful partnerships with modern leaders within the music space who reflect our goals and values and use modern technology to interact fans who’ve been at home over the past yr." Sintive further expressed enjoyment of making a campaign that encourages live music fans to enter competitions via the "Make Your Play" activation, enabling music-starved fans to "hit play on life again."
Conclusion
The "Make Your Play" campaign by Doritos is a creative and interesting initiative that uses AR technology to encourage music fans to return to live events. By offering exclusive content and tickets, Doritos shouldn’t be only promoting the Strawberries & Creem Festival but in addition contributing to the revival of the music industry. This campaign showcases the potential of AR in enhancing consumer experiences and promoting in-person events, setting a precedent for future marketing strategies within the entertainment sector.
