Five colorful NPCs stand in a cityscape, each styled in bold outfits holding Doritos bags, promoting the

The first fashion drop for non-playable characters

DORITOS ALL DRESSED NPCs

Overview

We designed a digital collection for custom non-playable character (NPC) models, and brought it to life in a fully playable world created in Fortnite. Then, we revealed it all live on Twitch.

Relevance

  • Created a highly impactful digital-only collection.
  • Got the attention of audiences on Twitch.
  • Responded to fan requests to make the digital collection real.

Key Challenge

We wanted to get Doritos® fans’ eyes on our All Dressed flavour, while also bringing attention to a group of gaming characters that don’t get much love online.

Strategic platform

Convention:

Boldness is a Main Character Energy

Disruption:

Boldness for All – Everyone deserves to be bold

Vision:

Be Bold

Creative strategy

Dress up NPCs to put them in the spotlight, giving Doritos® fans something they loved in a way they had never seen before.

: Five models showcase the real-world versions of the futuristic outfits in a neon-lit room, matching the NPC designs from the campaign.
A purple and yellow futuristic NPC character holding a Doritos bag stands in a neon-lit gaming world.
Streamer Nick Eh 30 is seen reacting while playing in the Doritos-themed Fortnite world, interacting with an NPC
Nick Eh 30 approaches another NPC character in a futuristic outfit, standing in a neon environment in Fortnite
Nick Eh 30 explores the Doritos-themed world, looking at an in-game outfit display in Fortnite

The Results

326%
increased engagement.
279%
increased viewership.
619%
increase in total minutes.
36%
sales increase for Doritos® Tangy All Dressed.

Don’t be left out.

Sign up today to hear all the news as it happens. We’re excited to share what’s coming next.

Next

The 5-month long podcast for a 5-month long wait

We created a 5 month-long podcast to help car shoppers pass the wait they were facing to buy a new car. Content for our podcast was powered by ChatGPT and Google’s text-to-speech technology, covering a range of automotive-themed topics. And of course, there was over 60,000 sponsored Kijiji ads with one key takeaway — skip the wait and shop Kijiji instead.

man sits in a cluttered garage, wearing headphonesman sits in a cluttered garage, wearing headphones listening to a podcast.
Go