Movie night gets bold with Doritos
Doritos is the number one snack for gamers. But not yet for movie fans. In a world where popcorn dominates the cinema, the challenge was clear. How do we make Doritos the go to snack for movie night as well? By tapping into a moment where gaming and film culture collide and turning cinemas into a playground for fans.
Enter The Nether Lands
The release of A Minecraft Movie was the perfect moment to act. We created a custom Doritos x A Minecraft Movie experience and brought the iconic portals from the movie to life. By scanning the portal and walking through it with your phone, visitors were transported to The Nether Lands. A playful nod to the Nether from the Minecraft universe. Inside this world, fans could physically move around, mine, craft and explore. All with one ultimate reward in sight. A chance to win an eighteen karat golden Doritos chip.
From portal to phenomenon
The first visitors were popular game vloggers and gaming platform GameKings, who shared their experience instantly with their communities. From there, the portal travelled across the country to reach fans everywhere. Every touchpoint became an entry to the experience. Social assets, display, digital out of home and even the packaging itself turned into scanable portals. The experience spread far beyond the cinema and even attracted players from outside the Netherlands. The result was a massive boost in awareness and a strong increase in the association between Doritos and movie night. Not by advertising harder, but by giving fans an experience they genuinely wanted to be part of.
