Doritos Brings AR PlayStation 5 Quest To Australia, Via RYOT Studio

Doritos Brings AR PlayStation 5 Quest To Australia, Via RYOT Studio
B&T Magazine
Edited by B&T Magazine



Doritos has teamed up with Verizon Media’s branded content division, RYOT Studio, for a new augmented reality game, ‘Doritos Quest’.

Within the game, players hunt around their local area to collect all four virtual ‘PlayStation Shapes’ to win a PlayStation 5 Console prize. There’s also a pool of instant-win rewards up for grabs, including  free packs of Doritos.

RYOT Studio combined virtual objects (Vatoms) with AR and blockchain technology to bring the digital experience to life, providing access via a mobile-only website for players Australia-wide.

The digital campaign is the latest execution to come out of the RYOT Studio’s innovation arm, as it looks to launch a new extended reality (XR) toolset called Verizon Media Immersive, a platform for creating augmented, mixed, and virtual reality advertising and branded content with an emphasis on next-generation 5G experiences.

To promote the game locally RYOT Studio has developed a native ad campaign that will feature across Verizon Media’s editorial brands, including Yahoo News, Yahoo Finance, Yahoo Sport, and Yahoo Entertainment as well as across Doritos’ social channels.

‘Doritos Quest’ is part of a wider global campaign being featured in international markets, including Belgium, Ireland, the Netherlands, Spain, and the UK.

“RYOT Studio is all about delivering new, innovative ways of storytelling to build brand love,” Verizon Media head of brand and RYOT Studio ANZ Zoe Cocker said.

“Doritos Quest follows the trail of strong demand we’re seeing for our next generation of AR formats as more brands look for exciting ways to tell their stories and connect with new audiences.

“This campaign not only allows users to interact with a brand in their own physical world but also drives tangible sales results here in Australia. It’s a great example of how RYOT Studio creates new ways of engaging with consumers and innovative experiences that connect with them on the path to purchase.”

PepsiCo’s Doritos brand manager, Sam O’Donnell, added: “We can’t wait to bring the Doritos Quest to life and give Aussies the chance to win some fantastic gaming prizes.

“We know Doritos fans are always looking for bold new ways to enjoy themselves and we wanted to encapsulate that in a tangible gaming experience.

“RYOT Studio has been imperative in enabling us to bring this vision to life and we look forward to seeing Aussies engage with Doritos like never before.”

Credits for the campaign are as follows:

PepsiCo

Marketing manager: Lynn Rutherford

Brand manager, Doritos: Sam O’Donnell

Verizon Media AU

Head of RYOT: Zoe Cocker

Head of strategic solutions: Julia Edwards

Group sales manager: Alex Lane

Senior sales manager: Lewis Pentelow

Senior project manager: Leah Yeung

Verizon Media EMEA

Creative director: Christopher Womersley

International sales lead: Ben Savage

EMEA project management: Ash O’Brien

Creative technologist: Roy Rodenhäuser

BlockV

Head of partnerships: Jon Knight

Partnerships manager: Sophie Conway

Head of client delivery: Marcelo Faro

Hive Marketing Group

Business director: Rochelle Cooper

Owner and director: Richard Woods




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