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PepsiCo’s Doritos Used to Push for Return to Live Concerts with Augmented Reality Experience

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Finally, with the subsiding of the COVID-19 pandemic, live concerts are returning. And this enabled PepsiCo Doritos to send music lovers to a few of them through AR promotion. Dubbed as ‘Make your Play,” the campaign is based on scannable posters, denoted by a Doritos chip. It displays like a play button. This play button found in Leeds, Liverpool, Bristol, Manchester, London, Southampton, and Brighton. By scanning the QR codes, it opens the Doritos Make you Play website.

The AR experience starts with participants anchoring a virtual Tortilla chip in the user’s physical surroundings using their smartphone camera. By doing this, it opens a virtual portal with music and 3D content. After viewing, users can enter an opportunity to win a pair of tickets. Moreover, PepsiCo’s Doritos will give 250 pairs of tickets like PARTYNEXTDOOR, Bugzy Malone, Koffee, and Burna Boy to contest participants. In fact, through the promotion, discounted tickets for the festival will also be available. 

Clafoutie Sintive, the Marketing Director for snacks at PepsiCo, UK, released a statement saying, “It’s been a particularly difficult time for the music industry, which is why we wanted to create meaningful partnerships with innovative leaders in the music space who reflect our goals and values. Also, use innovative technology to engage fans who have been at home over the past year.” He added “We are delighted to have created a campaign that encourages live music fans to enter competitions via our Make Your Play activation. It  uses augmented reality technology, enabling the starved music fans to hit play on life again.”

Popular Studio Campaign for PepsiCo Using Web-Based AR Platform

Popular Studio, an immersive producer created the AR Campaign for PepsiCo using 8th Wall’s web-based AR platform. This platform has enjoyed immense success with beverages and food brands. It is especially with activities that involve scanning packages and delivering AR content via the web. This includes 19 Crimes, Pizza Hut and MillerCoors. It is especially fitting that AR technology has helped brands stay connected to their consumers during pandemic. They would have a vital role in a promotion centered on bringing people back to normal events. 

David Ripert, the co-founder and CEO OF Popular Studio says, Over the pandemic, brands had to compete in a very crowded digital market and lacked the tools and technology to showcase their brand,” He also stated, “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 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.”

8th Wall has held its own with Facebook and Snapchat in vying to offer platforms for AR advertising campaigns. Moreover, outside of packaging based promotions, 8th Wall has also supplied AR tech for many big brands. These are BMW, Sony Pictures, Netflix, Toyota and more.

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