AR Quest, a sensory experience that transformed the marketing of snacks in the Philippines

Client: Doritos

At the height of the community quarantine in the Philippines, gaming became the top choice for entertainment with the country emerging as the fastest-growing market for gaming in Southeast Asia. Doritos has long held a reputation as the snack of serious gamers but the brand wanted to broaden its appeal and sow massive brand love, especially to Gen Z - the true digital natives, focused on innovation and insistent on convenience. 

 Riding on the excitement surrounding the launch of PlayStation® 5 (PS5) in the Philippines, Yahoo worked with Doritos Philippines to create a bold, trailblazing campaign featuring a virtual AR game that combined blockchain and geo-location technology. A one-of-a-kind experience, Doritos AR Quest challenged audiences to a virtual hunt for Doritos chips shaped in the four iconic symbols found on a PlayStation® controller and placed in virtual Doritos packs; for a chance to win over 4,000 prizes including a PS5, a PS5 Dualsense controller or packs of Doritos.

 Leveraging Filipino’s’ passion for gaming on their mobile phones, the campaign reached over 11 million people generating over 140 million impressions. Even before the early close of registrations, the campaign exceeded the registered gamer target by ~10%. Surpassing industry benchmarks in the Philippines with a 30% higher click-through-rate and 40% lower cost-per-click, the campaign built tremendous brand impact, widening Doritos appeal as Gen Z’s snack of choice. Transforming passive target audiences into active brand participants, the campaign surpassed original goals and exceeded the main KPIs, producing tangible results for Doritos in the Philippines.