Table of Contents
- 1 More than 100 million codes and thousands of prizes up for grabs
- 2 Technology and flavor: an immersive experience
- 3 Immersive events: the world of ‘Arcane’ in real life
- 4 An explosive alliance
- 5 Beyond traditional advertising, what innovative elements of this collaboration, such as in-game activations or limited-edition packaging, played a significant role in driving consumer interest and brand recall?
Doritos and Riot Games join forces in Spain and Portugal to launch “Crunchy Explosions”, an innovative promotion that celebrates the arrival of the second season of ‘Arcane‘, the acclaimed animated series based on the ‘League of Legends’ universe. The campaign, Inspired by the iconic Jinx character bombspromises an immersive experience for fans of the gaming and animation, combining flavor, technology and entertainment.
The first block of episodes of the second season of ‘Arcane’ premiered on November 9 on Netflix and both the public and critics have once again fallen at its feet. “The best animated series in history”“There has never been a series like this and there may never be again” and “A visually striking series” have been some of the phrases that have been carried by the specialized media.
In short, ‘Arcane’ has become, on its own merits, one of the most acclaimed animated series of all timewith a rich and vast universe, having the world of ‘League of Legends’ as a framework, and with a bouquet of complex, charismatic and unforgettable characters. And it has even transcended the mere fan of one of the MOBA most important, engaging thousands of viewers who had never held a controller in their hands.
If you’ve seen Fortiche’s work, perhaps you’ve done so at some point with a bag of Doritos in your hands. If that’s the case—and if not, too—we have a surprise for you: more than 60,000 prizes between Spain and Portugal when purchasing Doritos and Ruffles products. Because if ‘Arcane’ is good, Imagine yourself with a Doritos prize simply for seeing it..
More than 100 million codes and thousands of prizes up for grabs
Until January 31, 2025fans will be able to find more than 100 million unique codes in promotional bags of Doritos and Ruffles, distributed in more than 17,000 points of sale in Spain and Portugal. These codes offer access to more than 60,000 exclusive rewards and experiences, including:
- Caitlyn Limited Edition Figure: 40 units of a detailed representation of this beloved character will be raffled off.
- Select Chests and Hextech Keys: More than 60,000 packs to unlock special content in ‘League of Legends’.
- Exclusive digital wallpapers inspired by the ‘Arcane’ universe.
- VIP experiences: Participation in exclusive Riot Games events, such as “Between Two Worlds” in Madrid and a VIP event in Paris.
Participating is as simple as buying a bag of Doritos or Ruffles with the promotional strip, scan the QR code on the package with your mobile device, register on the Joy by PepsiCo platform and enter the unique code of the strip to discover your prize.
Technology and flavor: an immersive experience
The campaign not only offers prizes, but also transforms the crunch of every Dorito into a digital explosion. Inspired by Jinx’s bombs, users will be able to ‘detonate’ their prizes from their mobile devices, creating a unique connection between the universe gamer and the physical world of snacks.
Carla Cornudella, Sr. Brand Manager Snacks at PepsiCo, explains: “We are excited to introduce this unique collaboration with Riot Games in Spain and Portugalwhich will allow consumers to live an immersive experience in the ‘Arcane’ universe through our snacks”.
For his part, Edu Soler, Digital & Consumer Engagement Lead Snacks at PepsiCo, adds: “Crunchy Explosions’ takes the taste of Doritos and Ruffles to the next level, offering fans of the gaming a unique and direct experience with the world of ‘Arcane’ and ‘League of Legends’ through our Joy by PepsiCo platform”.
Immersive events: the world of ‘Arcane’ in real life
video/7429790429391949086" data-video-id="7429790429391949086" data-embed-from="oembed" style="max-width:605px;min-width:325px">If you’re in Paris, come by the Arcane Pop-up at the Galeries Lafayette Champs-Élysées! #leagueoflegends #Arcane
Additionally, through “Crunchy Explosions,” fans of ‘Arcane’ will be able to enjoy their favorite series in the real world with unforgettable events:
- Madrid (Espacio La Salle, November 16-17): Attendees explored the iconic settings of Piltover and Zaun, immersing themselves in the ‘Arcane’ universe.
- Paris (The Trianon & Elysée Montmartre, 24 November): In “Arcane: Le Dernier Bal”, fans will be able to get excited with the screening of the last three episodes of the second season and, later in the afternoon, enjoy interactive experiences such as infiltrating Zaun, collaborating on an artistic mural and exploring a theme bar. But at night the event will continue with a live concert, DJ setsexclusive activities like a Jinx-inspired laser tag game and a boutique with unique collections.
An explosive alliance
‘Arcane’ has established itself as one of the most acclaimed animated series of all time, transcending the scope of gaming. The “Crunchy Explosions” campaign amplifies this experienceoffering fans a way to interact with the Riot Games universe, as well as an opportunity to enjoy their favorite episodes accompanied by the unmistakable snacks Doritos and Ruffles.
Images | Doritos, Netflix, Riot Games
Beyond traditional advertising, what innovative elements of this collaboration, such as in-game activations or limited-edition packaging, played a significant role in driving consumer interest and brand recall?
This article discusses a marketing campaign linking Doritos, Ruffles chips, and the animated series ”Arcane”. Here are some open-ended thematic questions for an interview exploring the campaign’s success:
**Theme 1: Convergence of Entertainment and Marketing**
* How effectively does this campaign blend entertainment and marketing? What makes this approach successful, particularly for a target audience interested in gaming and animation?
* Can you discuss the decision to tie “Arcane” specifically to Doritos and Ruffles? What shared values or target demographics might have influenced this choice?
**Theme 2: Immersive Experience and Consumer Engagement**
* What specific elements of the “Crunchy Explosions” campaign contribute to an immersive experience for consumers?
* How successful is the use of prizes, events, and digital integration in engaging fans and fostering brand loyalty?
**Theme 3: Impact and Future Potential**
* What are your observations on the impact of “Arcane”‘s popularity on this campaign’s outcomes?
* Do you anticipate this type of multi-platform, interactive marketing campaign becoming more prevalent in the future? Why or why not?
* What lessons can other brands learn from this collaboration between PepsiCo, Riot Games, and “Arcane”?
**Theme 4: The Evolution of Snack Marketing**
* How has snack food marketing evolved in recent years? What trends are driving these shifts, and how does this campaign reflect those trends?
*
These are just some starting points, and you can adapt them based on your interviewee’s expertise and the specific focus of the interview. Remember to encourage the interviewee to share their insights, perspectives, and even potential criticisms of the campaign.
