On-pack promotion for chance to win up to £10,000
TORTILLA chips brand Doritos has been inspired by the square world of Minecraft in its new on-pack promotion with A Minecraft Movie.
Featuring characters from the film across packs, shoppers have the chance to win massive cash prizes as part of the promotion, with two top wins of £10,000 cash. Other winnings up for grabs consist of seven £2,000 cash prizes, 20 £1,000 cash prizes, 39 £500 cash prizes as well as a raft of A Minecraft Movie merchandise and movie tickets.
To be in with the chance of winning, consumers need only scan the QR codes found on packs and find a digital square Doritos chip. They must then register their details and enter the code from the pack.
As part of the collaboration, two new flavours have also launched under the Doritos brand inspired by monsters from Minecraft with The Creeper Vinegar and The Ghast BBQ. Further to this, characters from A Minecraft Movie will also appear on packs of the brand’s core range of flavours Chilli Heatwave, Cool Original and Tangy Cheese for a limited time.
This makes up part of a wider marketing investment into the brand, which will also be supported by a multi-million-pound media campaign encompassing digital, social media and PR support as well as a new TV commercial.
The PepsiCo-owned brand reckons that this new collaboration with A Minecraft Movie will be able to support retailers’ sales by attracting more gaming fans to the brand and driving trial of the products.
Alex Nicholas, senior marketing manager at Doritos, said: “This collaboration between Doritos and A Minecraft Movie gives us the opportunity to generate a buzz and growth for the category by being part of one of the biggest cultural entertainment moments of this year.
“Also tapping into growing flavour trends with the new flavour launches, this will support retailers in maximising sales and is set to drive appeal with a wide range of shoppers.
“Our ‘shape of things to come’ advertising campaign has already got shoppers talking, so we know that the digital on-pack promotion and the iconic limited edition pack designs of our new flavours will delight both A Minecraft Movie and Doritos fans alike.”
