Pedestrian Group has announced a partnership between its award-winning news and entertainment site PEDESTRIAN.TV and Doritos to launch The Doritos Wasabi Challenge.
The consumer promotion to launch the Doritos Wasabi flavour offers readers the chance to win $10,000 just for eating the spicy new range.
Tapping into the PEDESTRIAN.TV audience’s undying love of the 2000s, Australian Idol 2005 winner Lee Harding has resurrected his classic tune Wasabi by recording an exclusive video clip of the track to fuel the promotion and entice people to embrace their emo roots.
The three-week campaign launched by inviting viewers to watch Harding’s new vid and eat a Doritos Wasabi chip in a weird and wonderful way each time they hear the word ‘wasabi’.
They then upload the vid to Instagram with a #doritoswasabi hashtag and tag @doritos_aus and @pedestriantv.
James McManus, Pedestrian Group’s creative director said: “Our proven recipe for absurd brand partnerships with PHD and Doritos, from designing a double-headed sweater for Valentine’s Day to throwing a late-night rave, continues to go from strength to strength.
“Building on the momentum of his recent return to our screens on The Voice and our audience’s relentless love for new-nostalgia, PEDESTRIAN.TV saw a no-brainer in celebrating a true Australian Idol, Lee Harding, to launch Doritos Wasabi flavour.”
George Shearring, PHD digital director said: “We are excited to partner with PEDESTRIAN.TV again to launch the new Doritos Wasabi flavour. Lee Harding’s ‘Wasabi’ is a nostalgic icon of Aussie youth pop culture and resurrecting the song to celebrate the launch of Doritos Wasabi enables us to connect with Australian millennials in a truly unique way.”
Agency Partnerships Manager: Kath Solly
Creative Director: James McManus
Account Manager: Melissa Gray
Producer: Anna Lawrence
Director: James Millynn
DOP: Tom Robinson
Editor/Animator: Jordan Coles
Strategy & Response Manager: Aiden Dabbagh
Group Business Director: Anelida Pardini
Digital Director: George Shearring
Senior Content Manager: Jack Monro
Digital Manager: Laura Cobertera
Marketing Manager: Lynn Rutherford
Brand Manager: Eric Burke