Doritos and Snapchat have launched a local augmented reality (AR) campaign in Australia.
The campaign aims to drive awareness of the new Doritos Flavours Of Bold Street product range, which features a pack design in collaboration with the street artist and muralist Lukas Kasper.
An augmented reality (AR) Snapchat Lens will drive deeper engagement and product consideration with Gen Z, allowing Snapchatters to create their own personalised Doritos Street ARt - wherever they may be - featuring the bold new flavours.
The Snapchat experience is about igniting creative self-expression in the camera, and creating an experience for Snapchatters that will offer a value exchange, as well as product consideration for the new Doritos Flavours Of Bold Street range on shelves.
The Doritos Street ARt Lens is an epic AR experience where Gen Z have the ability to flip their Snapchat camera and paint a surface to create their own personalised street ARt in the world around them.
The user can add the limited edition Lukas Kasper packshot designs to their street ARt, or use spray paint and paint splotch designs to craft their own unique artwork in AR.
Once they have finished their street ARt, they can then flip the camera again, and take a selfie with their masterpiece to share with their friends.
Tony Keusgen, managing director, Australia and New Zealand, Snap Inc, said Snapchatters are deeply engaged with augmented reality and 250 million people play with AR on Snapchat every day.
"The Doritos team has really leaned into the power of augmented reality and the deep engagement that this technology offers advertisers," said Keusgen.
"We love working with innovative partners who help us bring highly creative campaigns like this to life, creating incredible AR experiences for our local community of over 7.5 million Australians to enjoy."
Kat Miller, senior brand manager of Doritos & Tostitos, said it’s exciting to see the new Street Art collection realised in augmented reality through the AR Lens campaign.
"This innovative campaign puts the virtual spray paint in the hands of Snapchatters, and creates a moment for people to engage with the Doritos brand through their bold, creative self- expression," she said.
Credits:
Client: PepsiCo
Kat Miller, Doritos & Tostitos Snr Brand Manager
Media Agency: TRIO from PHD
Jacqui Feros, Planning Manager
Platform: Snapchat
Madeline Moore, Senior Creative Strategist
Chris Lewis, Senior Creative Producer
Sabrina Kluba, Senior Client Partner
Creative Agency: VaynerMedia
Yash Murthy - Group Creative Director
Elyssa Markle - Account Director
Sofia Yemelyanova - Producer and Talent Manager
D'arcy Bush - Art Director and Production Director
Zak Ross - Editor
Daisy Mellville - Account Manager
Kathleen Thomas - Production Crew
AR Partner: Tactical
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.