Recently launched, Doritos' AR marketing campaign encourages music fans to return to live events this summer. The campaign titled 'Make Your Play' consists of various interactive posters, concert ticket giveaways, and an accompanying AR-powered app.
Developed by leading AR companies Popular Studio and 8th Wall, this interactive platform will allow users to scan barcodes found on Doritos posters throughout the UK. Once scanned with a phone camera, the posters will activate various immersive visual and audio augmentations. But, of course, the 3D object central to the experience will be the iconic Doritos chip.
Doritos hopes that its campaign will be "enabling the music starved fans to hit play on life again" by having them interact with the world and get back to what they love most: live concerts.
AR Summer Snack Campaigns
Doritos' AR Marketing Push Targets Music Fans in a Post-Pandemic World
Trend Themes
1. Augmented Reality Marketing Campaigns - There is an opportunity for other brands to utilize augmented reality in their marketing campaigns to create immersive experiences for customers.
2. QR Code Integration in Advertising - QR codes can be integrated into advertising campaigns to connect users to interactive digital experiences, opening up new avenues for customer engagement.
3. Interactive Posters on Outdoor Advertising - The use of interactive posters on billboards and other outdoor advertising mediums can increase engagement with users by offering new and unique experiences.
Industry Implications
1. Music Industry - Augmented reality campaigns can be utilized by event organizers and music festivals to create interactive experiences for fans and increase engagement.
2. Consumer Goods Industry - Consumer goods companies can integrate QR codes and augmented reality technology in their advertising campaigns to increase customer engagement and create unique experiences.
3. Advertising Industry - The development of interactive posters and other innovative advertising mediums can create new opportunities for advertising agencies to connect with consumers and create disruptive marketing campaigns.