Doritos is out with a mobile-only campaign, Jacked3D, that asks people to scan an actual Doritos chip, (yes, a real chip) but the catch is it has to be one of the brand’s new 3-D flavors: Jacked 3D Bacon Cheddar Ranch or Jacked 3D Jalapeño Pepper Jack.
The scan unlocks videos about the new flavors made by popular social influencers as well as a sneak peak at Sharknado 3. Doritos makes it easy for its target, Millennials, to participate and share the fun.
The 3-D theme is blended all through the campaign. The chips don’t look like regular chips, they have a 3-D look. The videos are made in 3-D so 3-D glasses are required that customers get for free with a purchase.
In addition to explaining the campaign and how it works, Myles Kleeger, chief revenue officer of mobile marketing automation platform Appboy talks about the value of mobile-only campaigns.