Programmatic Lunch

Doritos teams with YouTubers for Xbox One X campaign

Tyrone Stewart

Doritos XboxPepsiCo crisp brand Doritos and Microsoft’s Xbox have enlisted the help of media communications agency OMD UK and media technology company Oath to partner with three YouTube gamers, challenging them to take on some of the most anticipated Xbox One X games in real-life.

Doritos has invited Ali A, Alpha Sniper and Jelly to test out their skills on the newly released Sea of Thieves, Forza 7 and Halo 5, and recreate challenging scenes from the games in interactive videos for the brand’s #PlayBold campaign. Users watching the videos will be able to use the Xbox ‘X’ button to flick between the gaming and real-life challenges.

“We’re so excited to launch this fresh and innovative campaign,” said Robert Pawson, senior brand manager for Doritos Europe at PepsiCo. “Gaming is a key passion point for our audience and this partnership with Xbox is a brilliant fit to showcase our ‘bold’ positioning and ‘fun time together’ mantra. Working with Oath and OMD UK, we’ve created some fun and exciting content which we hope our customers enjoy as much as we did making it.”

The content will be shared for four weeks across Doritos’ social channels and the Xbox Hub pages. The campaign will also be supported by an on-pack promotion, offering customers the chance to win a new Xbox One X every day.

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