CONCERT IN A BAG, 2 by Goodby Silverstein & Partners San Francisco for Doritos

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CONCERT IN A BAG, 2

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Industry Confectionery & snacks, Chips
Media Promo & PR
Market United States
Agency Goodby Silverstein & Partners San Francisco
Associate Creative Director Marc Sobier
Creative Director Rick Condos, Hunter Hindman
Art Director Jason Warne
Copywriter Jonathan Graham
Released July 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: FRITO-LAY
Product/Service: DORITOS
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Jul 6 2009 12:00AM
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
Entry URL: http://www.myawardshows.com/2010/cannes/doritos_late_night/
Creative Director: Rick Condos (Goodby, Silverstein & Partners)
Creative Director: Hunter Hindman (Goodby, Silverstein & Partners)
Associate Creative Director: Marc Sobier (Goodby, Silverstein & Partners)
Art Director: Jason Warne (Goodby, Silverstein & Partners)
Copywriter:  Jonathan Graham (Goodby, Silverstein & Partners)
Interactive Executive Producer:  Amanda Cox (Goodby, Silverstein & Partners)
Interactive Producer: Maggie O'Brien (Goodby, Silverstein & Partners)
Interactive Producer: Margaret Brett-Kearns (Goodby, Silverstein & Partners)
Production Company: Mekanism (Mekanism)
Developer: Proto (Proto)
Media placement: Website - Online website - 06/07/2009
Media placement: Print - Bag of Chips - 06/07/2009
Describe the objective of the promotion.
Doritos decided to take on the munchies with a new, grubbier line of flavours, called Late Night. To launch the product, we knew we had to deliver an experience tailor-made for an uninhibited audience. The challenge was not just to deliver an unexpected piece of entertainment, but to integrate the product in such a way that you could only unlock the experience if you had the bag of chips. So we turned limited-edition bags of Doritos Late Night flavours into actual tickets for a virtual after-hours concert experience.
Describe how the promotion developed from concept to implementation
We wanted to use augmented reality to deliver a rock concert, and Blink-182 came out of a five-year hiatus to host the experience. The bag of Doritos was the ticket to the show. It had a special marker on the back, and if you showed it to your webcam, the bag exploded and a stage came out. You held the whole show right in your hands. The world’s first concert-in-a-bag. There was even an encore. If you cheered loud enough, the band came back on stage and played one more song.
Describe the success of the promotion with both client and consumer including some quantifiable results
We treated the AR show like a real concert, even promoting it as part of Blink-182’s world tour schedule. We even sold Bags of Doritos Late Night as tickets to the show on Ticketmaster. And we sold out in less than an hour. By the time the show was over, Late Night became Frito-Lay’s number one selling product for the quarter.
Explain why the method of promotion was most relevant to the product or service
Doritos doesn’t see other snacks as the competition. It sees the competition as entertainment you can get for 99 cents. An iTunes download. An Xbox upgrade. They want to give consumers something in every bag of Doritos that they can’t get anywhere else. Something they will tell their friends about. So how do you make a bag of Doritos more than just a bag of chips? By creating a production company that delivers a new experience in every bag of chips. This concert in a bag is a flagship example of how this approach works.