You'd imagine that there isn't too much to an advertising campaign about a new flavour of crisps but you'd be extremely wrong. Doritos new iD3 campaign, invites users to guess the flavour of their mystery flavour by participating in a seriously slick online game. In a similar fashion to the recent Protocol viral, the game utilises Facebook Connect to pull in all the information necessary for you game profile and to personalise the game narrative and actually push the game out into Facebook.
The game runs as a three-part 'choose your own adventure' type game, where users go undercover against the London underworld to discover the secret flavour. The story revolves around a case of mistaken identity, in a blend of live action film with 3D interactions, sound recognition and interactive engagements. The whole thing is done through an extremely high quality production value giving an excellent cinematic feel to it.
In an interesting mechanic, users need to insert a promotional code from the inside of the new Dorito flavour to play the game. Each promo code gives six lives of game play.
Beyond this the most interesting part of the whole campaign has been the approach that has been taken to promoting the campaign. In what is now becoming an increasingly common tactic, the campaign was previewed and pushed through an exclusive blogger programme. Through this the campaign has seen a serious jump-start by gaining huge traction on blogs, forums, and Twitter, before it had even launched. In fact, event the campaign Facebook page already has 46,875 fans.
Don't think it's just a game though, by guessing the mystery flavour there's also £20,000 up for grabs to a lucky winner, and runners up prizes of Xbox 360's and gig tickets.
So without further delay, check out the trailer...
The campaign was produced by +REHABSTUDIO and Initials Marketing.