Campaign of the Week

23 May 2023

Doritos creates ‘triangle hunt’ contest to win over Gen Z 

FMCG brand uses Snapchat and TikTok to appeal to younger audiences who don’t watch ads

In August 2022, Doritos launched a nationwide hunt in the US, asking customers to track down triangles to unlock exclusive rewards and prizes.

The Triangle Tracker integrated campaign kicked off when the brand transformed iconic triangular buildings in New York, Atlanta and Memphis into giant Doritos. People could join the hunt for a chance to win a grand prize of $250,000 or other Dorito products – they just had to point their smartphone at any triangle, and the Snapchat Triangle Tracker AR lens would turn it into a Dorito and generate a code to claim a prize once a day.

Separately, people could join Doritos’ weekly TikTok challenges by finding the most creative triangles in their surroundings and posting video submissions on TikTok tagging @Doritos, along with the hashtags #DoritosTriangleTracker #Contest. Anyone who took part had the chance of winning $15,000 bounties.

Doritos also signed rapper Offset to promote Triangle Tracker at the 2022 VMAs (29 August). Viewers could scan triangles during performances on the Doritos Extended Play Stage for a chance to win tickets to the 2023 VMAs.

The brand also partnered with Xbox, Guess and Vivid Seats, which all have triangular logos. People could scan these logos for a chance to win prizes like a custom Doritos controller skin, a limited-edition Doritos-inspired Guess jean jacket or an exclusive Doritos Concert Kit, packed with all the Doritos-branded merch.

The campaign also infiltrated Fortnite with a Doritos Triangle Island in the game’s Creative mode.

The campaign was created with Goodby Silverstein & Partners, San Francisco, and ran from 24 August to 25 September 2022. The weekly TikTok challenges dropped every Wednesday.

Results / According to the agency, over 4 million people turned triangles into Doritos and the campaign earned 3 billion media impressions. On TikTok 42.7 million people have viewed #doritostriangletracker. The campaign won Gold in the Idea category at the 2023 Andy Awards.

Contagious Insight 

Try something new / According to New Digital Age, ‘99% of Gen Z consumers will hit skip on an ad if it’s an option and nearly two-thirds (63%) use ad blockers to avoid online adverts.’ To engage with this younger audience in a way that appeals to them, it created an easy to play game (spot the triangle) and great prizes to get people to turn their surrounding environment into free media. And the brand didn’t just limit itself to one Gen Z friendly platform, it landed on numerous ones, such as Snapchat and TikTok on social, Fortnite for gaming and rapper Offset for cultural cachet. Each aspect delivered on the core mechanic of seeing Doritos/triangles in everyday life, and by incorporating all these avenues for people to engage with the brand, Doritos ensured it resonated with a younger target audience in a fun and memorable way.

Your best asset / Triangle Tracker is a brilliant example of a brand utilising and stretching the potential of its distinctive assets. Doritos has become synonymous with the triangle shape, but creating this mental availability has taken years of consistency. Speaking about distinctive assets, marketing expert and associate director at the Ehrenberg Bass Institute, Jenni Romaniuk, told us, ‘Once you’ve got a strong asset, you don’t need consistency of use. Once you have the form in people’s minds, you can challenge it and have fun with it.’ Here, Doritos illustrates that it has the global recognition to play with its assets but still retains its distinctiveness.

This campaign isn’t the first time the brand has had the confidence to do so. In 2019, Doritos launched a campaign removing its name from all advertising assets. By asserting its ownership of the triangle time and again, Doritos drives home the association, making sure people think of the brand whenever they see a triangle.

This article was downloaded from the Contagious intelligence platform. If you are not yet a member and would like access to 11,000+ campaigns, trends and interviews, email [email protected] or visit contagious.com to learn more.