Brand Packaging

Doritos Late Night

August 3, 2009


Frito-Lay introduced specially-marked bags of Doritos Late Night chips that allow consumers to attend a virtual concert of 3D performances by rock band blink-182. Consumers log onto www.doritoslatenight.com and place the special graphic symbol on the bag in front of a webcam to launch a virtual performance on the screen. Using a technology called “augmented reality,” the concert appears to be popping directly out of the bag and, depending on how consumers hold or shake the package, the performance changes every time. The initiative is part of an ongoing effort by Doritos to put consumers “in control.”