Doritos and WondaGurl Teamed up to Record Chip-Inspired Beats
Jana Pijak — November 3, 2017 — Marketing
Doritos and WondaGurl recently teamed up to give a few lucky individuals an unforgettable snacking experience. Known for tracks like Jay-Z's Crown and Drake and Lil Wayne's Used To, Canadian producer WondaGurl joined forces with the snack brand to record custom beats for a lucky few -- consisting of crunching, biting and bag opening sounds.
The unique result was a #DoritosBeats experience like no other. The chosen participants met with WondaGurl at Toronto's Revolution Studios location, and got a chance to create a signature track while also tasting the snack brand's newest Doritos Sonic Sour Cream flavor.
In addition to going home with a custom beat, and a tasty Doritos prize pack, participants took part in an immersive experience that embodies the snack company's youth-focused marketing vision -- one that successfully targets Millennial and Gen-Z audiences. In addition to collaborating with WondaGurl, Doritos recently joined forces with DJ AutoErotique for a #DoritosBeats commercial featuring the musician's unique take on chip-themed sound effects.
The unique result was a #DoritosBeats experience like no other. The chosen participants met with WondaGurl at Toronto's Revolution Studios location, and got a chance to create a signature track while also tasting the snack brand's newest Doritos Sonic Sour Cream flavor.
In addition to going home with a custom beat, and a tasty Doritos prize pack, participants took part in an immersive experience that embodies the snack company's youth-focused marketing vision -- one that successfully targets Millennial and Gen-Z audiences. In addition to collaborating with WondaGurl, Doritos recently joined forces with DJ AutoErotique for a #DoritosBeats commercial featuring the musician's unique take on chip-themed sound effects.
Trend Themes
1. Immersive Marketing Experiences - Creating custom beats with WondaGurl and Doritos showcases the growing trend of immersive marketing experiences that engage consumers on multiple sensory levels.
2. Collaborations with Artists - Partnering with musicians like WondaGurl and DJ AutoErotique demonstrates the trend of brands collaborating with artists to create unique and memorable campaigns.
3. Targeting Millennial and Gen-z Audiences - Doritos' youth-focused marketing strategy, which successfully targets Millennial and Gen-Z audiences, highlights the trend of brands tailoring their campaigns to appeal to specific demographic groups.
Industry Implications
1. Snack Food Industry - The Doritos Beats campaign presents an opportunity for snack food brands to create innovative and engaging marketing initiatives that not only promote their products but also create a memorable snacking experience for consumers.
2. Music Industry - The collaboration between Doritos and artists like WondaGurl and DJ AutoErotique showcases the potential for the music industry to explore new avenues of partnership with brands, creating mutually beneficial marketing campaigns and unique music experiences.
3. Marketing and Advertising Industry - The success of immersive marketing experiences and artist collaborations in campaigns like Doritos Beats highlights the opportunity for marketing and advertising professionals to embrace disruptive innovation by incorporating multisensory elements and strategic partnerships into their strategies.
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