Objective: Integrate Doritos' biggest product launch of the year, Doritos Sweet & Tangy BBQ, and turn it into a highly anticipated update to an established, massive touchpoint as if it were our own gaming franchise

Strategy: Building a new hide & seek mini-game to be included in the award-winning Doritos Triangle Island called Doritos Mart, an ode to a ‘90s grocery store, and launch an IRL version of it at TwitchCon 2024.

Role: Lead copywriter responsible for website, in-game creative (loading screen instructions, grocery store signage), and concepts for TwitchCon activation

Results:

Doritos Mart In-Game:
- 123,909 unique visits
- Exceeded year-one benchmarks in both retention rate and average playtime:
- 41.58% retention rate (compared to 5.76% for the original Triangle Island)
- 21:00 average playtime (compared to 14:08 for the original Triangle Island)
- Organically earned a spot in the Fortnite Prop Hunt creator games trending games section

Doritos Mart Experience at TwitchCon:
- 1,942 items found within our IRL Prop Hunt
- 15,000 samples of Doritos BBQ distributed
- 2,000 Doritos x TwitchCon branded tote bags given away
- 3,412 Grand Prize entries received
- 17:00 average time spent at Doritos Mart booth
- 27% lift in unaided awareness onsite and post-event

Awards

• 2024 Shorty Awards - Event & Experiential - Finalist (Audience Honor)

CD: Mason Viera

Case study

TWITCHCON ACTIVATION

WEBSITE CREATIVE

NOTE: VISIT DORITOS.GG TO VIEW SITE