Doritos fire the imagination of Asda shoppers nationwide

When agency partner, Momentum, asked us to turn Asda customers into the dragon from the Doritos Heat Burst TV campaign, we took up the challenge.

We devised and produced an augmented reality experience, where the Doritos dragon’s head was projected on to customers and then face recognition technology detected when they opened their mouths to show them sending fire across the store.

As well as extending the TV launch campaign into an innovative in-store experience, the campaign also created a roar on social media. Each “dragon” was invited to receive a 15 second clip of their best performance to share with friends. The ultimate version of a Snapchat filter!

In-store transparent screens showed the TV ad, and participants were given sample bags and heat sensitive coasters to add to the experience. The feedback from shoppers was red-hot.

Working with Momentum, Arcstream AV created the concept, then produced and ran it from start to finish, including managing the complicated logistics of transporting the dragon booth to Asda stores nationwide.

Appearing in a different store each day, the augmented reality dragon created a wave of interest and shares online with thousands of customers spitting fire and showing off to their friends.

The marketing team at Pepsico were delighted with the campaign’s impact and, after the promotion, brought the booth to their head office to create their own dragon’s den.


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