Doritos launches #NameThatTriangle social media contest

Diving Brief:

  • Frito-Lay brand Doritos has launched #NameThatTriangle, a nationwide social media contest inviting consumers to show off triangle-inspired haircuts for the chance to win tickets to Super Bowl LVII, according to a statement.
  • Until January 15, consumers can submit photos of their own triangle haircuts to Instagram and Twitter using the hashtags #NameThatTriangle and #Entry for a chance to win two tickets to Super Bowl LVII, a signed helmet from Miller or a Triangle Hair Kit. A weekly winner will also be featured on Doritos Instagram.
  • The challenge is inspired by Buffalo Bills linebacker Von Miller, who recently started sporting a triangle haircut. The effort, which also saw an exterior element, follows other moves by the brand to incorporate its chip shape into trending challenges.

Overview of the dive:

Doritos has focused this year on connecting its triangle-shaped chip to other triangular-shaped objects spotted in everyday life. So when two-time Super Bowl champion Miller debuted a new haircut – a shaved head with a triangle on the back of his head – the attachment of a Dorito was probably unavoidable.

Consumers who participate in #NameThatTriangle are invited to post their triangle hairstyles on Twitter or Instagram while suggesting a unique name for the haircut. Each week, Doritos will select an entry to feature on its Instagram, and the five named weekly winners could additionally win an autographed Von Miller helmet and triangle hair kit to help maintain their triangle hairstyle. Doritos will also be giving away two tickets to Super Bowl LVII – a well-timed incentive that sees the brand play to the hype surrounding the big game to encourage engagement with its challenge.

Prior to the challenge, Doritos also hosted a tailgating party on December 11 before the Buffalo Bills’ game against the New York Jets. During the event, dubbed Von’s Chips (and Clips), barbers were on hand to offer fans the chance to spontaneously get a triangle haircut and a photo booth was also on hand to have the haircut photographed. to enter the contest. The event also offered free Doritos and custom triangle merchandise.

Doritos is used to pairing its product with other triangular-shaped concepts and items. In August, the chips brand sent consumers on a triangle hunt as part of its “Triangle Tracker” promotion. The challenge tagged Snapchat for a custom goal that converted real-world triangles into Doritos while generating a code to unlock prizes. At the same time, Doritos launched a Doritos Triangle Island in “Fortnite” and worked with StreamElements on a bot that allowed streamers to trade the triangles they see in games for tokens.

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