Doritos x Guardians of the Galaxy Vol. 2

musical bag, website, radio, digital stunt

CHALLENGE: Develop an idea for Doritos and Guardians of the Galaxy Vol. 2 that drives buzz and consumer engagement.

IDEA: We created the first snack bag to play music with custom electronics and lighting to create a multi-sensory experience. The interworking of the bag consisted of a solid-state circuit board designed to hold 13 songs as an MP3 player. The board has a secondary connection port to the LED lighting component and is powered by a rechargeable mini MP3 battery. This limited-edition Doritos bag allowed fans to plug in and rock out all while crunching on Doritos.

RESULTS:
• Sold out in less than 45 minutes on Amazon.com ($30.00 each); subsequently sold on auction sites for as high as a 566% premium ($200.00)

• Over 1.3+ billion PR impressions

• Organic pickup from CNN, MSN, Billboard, Mashable, Thrillist, Hypebeast, Entertainment Weekly, Advertising Age and many others.

• Organic conversions from celebrities such as Chris Pratt, Karen Gillan and Jeremy Renner