Media Cultures - Case Study - Doritos (Hotel 626)

Hotel 626 was an immersive website launched by Doritos to bring back two retired Doritos flavours. In their attempt, they had succeeded in increasing sales with over 4 million people from 136 different countries viewing the website. All this was done without ever showing the product.

This is an example of using a variety of media to promote a brand successfully.

With the use of mobile technology webcams, microphones, and cellphones, an alternate reality world which at its time blended reality and fantasy was born.

What this campaign did right was knowing their target audience. Doritos is stereotypically assigned to gamers which as such, creating an online game caught the attention of many gamers. In order to truly catch their attention, they had begun to use various extensions of a desktop. For example, players would use their microphones to sing a lullaby ensuring that a baby (in truth was a demon) would stay asleep.

To the question at hand, this campaign would disagree and that the use of various media would not dilute its effectiveness.

References

1. Macleod, D. (2009). Doritos Hotel 626 - The Inspiration Room. [online] The Inspiration Room. Available at: http://theinspirationroom.com/daily/2009/doritos-hotel-626/ [Accessed 25 Jun. 2017].