Recently, I blogged about two consumer programs and a new flavor of Collisions that the Doritos brand brought to life this fall, and today, I’m pleased to share news about another exciting Doritos promotion. For a limited time -- and to celebrate Halloween -- Doritos is bringing back two popular flavors from the past and linking them to the next generation of scary, immersive online experiences, Asylum 626.
The first flavor “back from beyond” is Doritos Black Pepper Jack. I remember this flavor well because it launched in the Western U.S. in the early 1990s when I was the Marketing Director in California -- and it was a big hit with consumers. (At the time it launched, Frito-Lay’s head of Sales in Los Angeles was named Jack, and as the sales force rolled out the new flavor, they nicknamed him “Pepper Jack.”)
The second flavor that’s back on shelves this month as part of the promotion is Doritos Smokin' Cheddar BBQ. This one is a more recently launched flavor that America voted the winner of the "Fight for the Flavor" contest the Doritos team sponsored in 2007.
Asylum 626 is a unique (and truly haunting) online experience that’s a sequel to Hotel 626, the scary Web-based immersion that the Doritos brand debuted last year. Consumers who enjoy the horror genre couldn’t get enough of Hotel 626, and it received more than 5 million visits. Asylum 626 is similar in concept. The site is open only from 6 p.m. to 6 a.m. daily and is a first-person interactive encounter -– but it’s much more frightening than the original Hotel 626, and access to the site is limited to visitors 18 years of age and older.
When I spoke recently with Michael Fox, Marketing Manager for Doritos, he told me that the team really wanted to couple the consumer excitement around bringing back two popular flavors of Doritos chips with a super scary online experience, to create a holistic Halloween-themed Doritos promotion for 2009.
Each bag of Doritos Black Pepper Jack and Smokin' Cheddar BBQ contains a marker image on the back. When you’re on the Asylum 626 Web site, you can hold the marker image up to your Web cam and “unlock” content in the Asylum. You don’t need the marker on the bag to visit the site, but it makes the experience more immersive and even scarier.
If you're a fan of Doritos Black Pepper Jack flavor, like me, or of Doritos Smokin' Cheddar BBQ chips, now's your chance to enjoy a flavor from the past and experience a truly terrifying online experience in Asylum 626. Pick up a bag of your preferred flavor now, because they'll only be in stores through October.