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For the release of Arcane´s final season, Doritos and Netflix partnered up. But instead of doing the typical scratch-and-win promo, we decided to turn the mechanics of our promotion into a unique digital experience through direct interaction with the product audio truth: crunchiness
We started our journey with JINXS, the most emblematic and loved character from Arcane, and her explosive bombs. The Arcane signature. So through real fans and audio technicians, we have defined a specific Doritos crunch combination that would match the sound of each of the show bomb explosions, and then we developed a technology that would identify these Doritos bite soundwaves and use the sound as the detonator for the correspondent bomb. That means only the correct bite sound of a Doritos (and no other brand) would detonate the bomb in-app and release the prize, turning the promo into an engaging fan experience with both brands.