July 5, 2021 – Doritos has recently launched its ‘Make Your Play’ platform, supported by an augmented reality (AR) campaign provided by Poplar Studio, an AR and 3D company that designs and creates campaigns for brands. The campaign will encourage music fans to enter into a competition to win tickets for festivals, events and discounted tickets. The UK will see several ‘play buttons’ pop up physically and virtually, which will lead them to the campaign.
The webAR effect, designed and created with the support of WebAR platform 8th Wall, is being displayed throughout the UK across interactive posters that have been appearing since June 21 across London, Manchester, Birmingham, Leeds, Glasgow, Liverpool, Bristol, Brighton, Cardiff and Southampton. Those who spot the posters can scan a QR code to access the augmented reality experience, where they place a play button in the form of a Doritos chip into their surroundings. When they place the play button, it then transforms and an audio reactive portal opens showing 3D objects and music content.
Clafoutie Sintive, Marketing Director, Snacks UK at PepsiCo, said: “We are delighted to have created a campaign that encourages live music fans to enter competitions via our Make Your Play activation using augmented reality technology – enabling the music starved fans to hit play on life again.”
With life having been on pause for the last 18 months, many festivals and gigs have been cancelled. With a lack of in-person events, consumers were driven to a digital-first experience and brands looked at ways to recreate engaging experiences for potential customers online. AR technology has proven to be a valuable tool in creating personal and interactive experiences for consumers at home and, with the end of the pandemic in sight, brands have now been exploring the full potential of using this technology to help promote in-person events and launches across social media and out-of-home advertising.
David Ripert, CEO and co-founder at Poplar Studio, said: “Over the pandemic, brands had to compete in a very crowded digital market and lacked the tools and technology to showcase their brand. Many have utilised technologies such as AR to create unique, interactive and engaging experiences for customers at home, either through campaigns, social media or on their website. We are thrilled to be working with Doritos, taking their campaign to the next level and bringing their ads to life to help reconnect fans to live music and assist driving the events industry forward.”
The play buttons that feature in the ‘Make Your Play’ campaign posters will be in the following cities during the following dates:
London: 21st June – 11th July
Birmingham, Leeds, Manchester, Glasgow: 28th June – 11th July
Liverpool, Bristol, Brighton, Cardiff & Southampton: 12th July – 25th July
For more information on Poplar Studio and its augmented reality campaign offerings for brands, please visit the company’s website.
Image credit: Doritos
About the author
Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past five years.