A digital strategy was developed for several platforms to support the AsÃ Suena Doritos (This Is The Sound of Doritos) concert, with live performances by local bands Rawayana, Desorden PÃºblico and Caramelos de Cianuro on the year 2013 and this summer the widely known international band Los Pericos was added to the line up.
Sticking to the bold premise that nothing would ever entertain you like the Doritos concert would, we developed a YouTube commercial on which the events supposedly took place the day after the concert. The members of the bands, goats, aliens, clowns, women in bikinis, out of the ordinary characters and pyrotechnics, paraded and took place in front of the eyes of three young people who had attended the concert the previous night and ate Doritos in a stupefied state, since they had never experienced something like that and never would experience it again.
On the day of the concert, in a popular square of the city, team Doritos went looking for people who were as bold as the brand. Young people were presented with several challenges that they must fulfill on the spot. If they achieved them, they were taken from the square to the venue of the concert and their transportation was recorded and uploaded on that same day.