Doritos seeks to emulate Walkers' 'Flavour' promotion

by James Quilter , promotionsandincentives.co.uk 13-Jul-09, 10:33

LONDON - Walkers-owned crisp brand Doritos is gearing up for a promotional campaign offering consumers the chance to win £20,000 if they guess the flavour of its latest product.

The iD3 campaign, which was created by Initials, will launch on July 21. Consumers will need to guess the flavour by tasting the crisps and examining the ingredients listed on the packet.

The promotion will run on-pack and can be entered through a bespoke microsite. The answer will be sent to entrants on September 26.

Once the consumer has entered the competition they are able to play an first person interactive game based around the theme of identity fraud.

The player takes on the role of a main character and is given a series of options to progress through the game. Each pack gives the consumers six lives.

There are three episodes in all which will be released throughout the course of the campaign. Players who complete all three will be entered into a draw with the winner being given an opportunity to win £50,000 at an event in London.

Earlier this year Doritos launched a campaign offering trips to Las Vegas. However the campaign, also created by Initials, received only 2 out of 10 when it was reviewed by P&I.

The iD3 campaign follows on the heels of Walkers’ ‘Do Us A Flavour’ promotion. The Walkers campaign asked consumers to come up with a new flavour for the crisp brand. ‘Builders’ Breakfast’ won from a shortlist that included Cajun Squirrel and Onion Bhaji.