I’ve long been a fan of Doritos and their continued innovation in the online marketing space. From Crash the Superbowl, to design an XBox game and a lot more too. Their latest (in the UK) is an interactive film/game called iD3.
Set in the near future, it’s all about identify theft. You’ve been ‘recruited’ as a mole for the Serious Fraud Squad and have to try and get access to the boss. It’s in 3 chapters being released over the next few weeks, so you have to wait and remember to come back for the next episode.
The Interaction and Gameplay
It’s all shot in the first person, so you are the hero in this story. You get to upload your image which appears in various places, id cards etc throughout the story. There’s a further level of connection if you decide to use Facebook as your login, where it will pull information from your profile and insert into the narrative. I;ve tried this before with Prototype Experience (blog post and it added little given my paucity of information).
However, I was underwhelmed by the gameplay. There are a number of points where you have to make a choice to drive the plot, go one way or the other, but most of the time I’m just watching a film. Maybe I just chose the ones that had the straightest path through the story, but I did not feel I added a lot. I wasn’t doing anything, just watching with the occasional click. I though there was no personal involvement. I’m hoping this will get better and they’ll be asking more of me. They’ve had to balance accessibility and ease of play and it looks like they’ve chosen the easiest route – no puzzles, little thinking required, just sit back and watch.
To play the game, you have to have bought a bag of Doritos and enter the code from the bag. There’s obviously peril involved, as you are given 6 lives per Dorito code; to get more lives you have to buy more snacks. That’s the better deal than the ones where you have to enter a code from every single time you enter; at least you get the chance to survive throughout and win a variety of prizes.
It’s complicated. The main contest seems to need you to guess the name of a mystery flavour, an option that is provided right up front, so it appears to be a wild guess with no clues. If you do, you get the chance to win £20k. Everyone who does enter gets added into a separate draw. Then there are prizes awarded whilst playing the game, which are just awarded randomly. Doritos have partnered with O2 for some of these prizes. There’s a final contest for those who complete the 3 episodes, where a draw picks someone who then gets to pick a mystery envelope form a range containing various amounts of money.
The Branding and Production
Absolutely superb. The site is high quality, the story line is good, the filming looks excellent. The Doritos brand is embedded throughout the story, from subtle touches of having bags of the crisps being eaten by characters. The bags – and the competition – are a key plot story so it’s completely integrated. I’m slightly surprised that they allowed the brand to be so integral in a story about illegal activities (based on some recent experience) but feel that’s the only way to get it into the story without it feeling shoe-horned in, so well done that brand manager.
An lovely email (from someone I know) which has obviously gone through the marketing review given some of the slightly over the top hyperbole presented. The best touch though is that the team involved has obviously thought about digital outreach from the start. I’m provided with a PR code to play the game; on entering I’m told I’m not eligible for prizes. It’s been coded in from the start, which is impressive.
A high-production value movie, with interesting touches and a strongly integrated brand. overall, I liking it a lot.
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