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