Doritos has launched the AR experience “Make Your Play” platform to encourage live music fans to return to the event.
In 2021, Doritos introduced the “Make Your Play” platform powered by AR from Poplar Studio, which offers 3D and AR product previews on e-commerce websites, social media platforms, and the metaverse. The campaign’s primary goal is to persuade music lovers to enter giveaways for chances to win festival and event tickets, as well as discounted tickets.
About “Make Your Play””
Due to the Covid-19 regulations that stopped these industries for a year and a half, Doritos intended “Make Your Play” to “pause live music” through a call to action to appeal to the young population who are into live music and entertainment. 250 free tickets and thousands of reduced seats to the Strawberries & Creem Festival, which included performers like Koffee, Burna Boy, Bugzy Malone, and PartyNextDoor, were given out as part of the campaign by Doritos and mobile ticketing platform DICE. Doritos sought to include an experience that stood out to the audience and persuaded them to participate in the competition, offering 3,280 prizes.
The lack of face-to-face interactions between many businesses and their customers due to COVID-19 leaves consumers with only digital experiences. Doritos strategically focuses on augmented reality experiences to allow customers to interact face-to-face, which was part of the company’s plan to keep customers during the pandemic and draw in new ones.
Results
After a six-week promotional period from June to July 2021, according to campaign results, the contest was oversubscribed, and all 3,280 ticket rewards were awarded. With a 367% rise from the prior week, weekly entries peaked in the third week of the competition. This demonstrates the effectiveness of the Doritos campaign and the significance of engaging consumers in the AR experience through a more effective marketing and PR strategy.
Trends
“Over the pandemic, brands had to compete in a very crowded digital market and lacked the tools and technology to showcase their brand. Many have utilized technologies such as AR to create unique, interactive and engaging experiences for customers at home, either through campaigns, social media or on their website. We are thrilled to be working with Doritos, taking their campaign to the next level and bringing their ads to life to help reconnect fans to live music and assist driving the events industry forward.”- David Ripert, CEO and co-founder at Poplar Studio.
However, AR technology has shown to be a crucial tool for developing unique and interactive consumer experiences. Brands fully utilize technology to support face-to-face interaction and distribution on social media and outdoor advertising as the pandemic has ended. A valuable marketing tactic for marketers is AR, which is being embraced by significant businesses and advertising agencies implementing it into their media and creative strategies. Because AR technology can translate an offline experience to an online setting, these solutions are growing in popularity. Examples of things that can be image-tagged include physical packaging, logos, codes, print advertisements, etc. Users can view a digital photo through a lens, most likely a smartphone camera. A location-based digital experience can be launched when the user enters a target area using GPS and beacons.
Moreover, the importance of ROI measures for engagement is rising, and communications that demand users to participate for a few seconds or minutes will be more effective. And the digital material of marketing links can be changed and replaced by advertisers. Additionally, AR has a longer shelf life thanks to brochures, print, and direct mail advertisements.
Conclusion
Let’s look at the average time people spend using electronics, and the average time of screen use during covid-19. You can see how much people rely on electronic products. Therefore, using AR-enabled marketing will turn out to be a viral trend. Because of the development of technology, people will use online platforms more and more frequently.
