DORITOS / ASYLUM 626
29 September 2009
Just when you thought that it was safe to come out from under your desk, Doritos goes and launches a re-imagining of last year's deliciously horrifying Hotel 626 immersive web experience - complete with interactive challenges, trouser-soiling cut scenes and increased integration across social media platforms. Go grab a change of underwear and hold on tight...
- Brand
- Doritos
- Media Type
- Gaming
- Online
- Product Category
- Food - Sweets & Snacks
- Country
- UK
- Source
- News
- Tags
- Doritos
- Gaming
- Interactive
- Online
Undoubtedly one of the most celebrated digital campaigns of last year, Goodby, Silverstein & Partners'
Hotel 626 has captivated over 2.5 million people in 136 different
countries since its launch last Halloween. Only accessible between 6pm
and 6am (during hours of darkness) it required participants to use
their web cam and microphone to deal with demon babies, psychotic
guests and a stalking serial killer in their attempts to flee the
hotel. Without the appearance of one single corn chip, the campaign
resulted in two flavours which Doritos had 'brought back from the
dead', selling out in just three weeks...
This year, Goodby has thrown the user from the frying pan into the fire, or rather into the Asylum. Strapped to a trolley in an impossibly grim psychiatric hospital, they must now dodge lobotomy tools, electroshock therapy and crazed patients as they try to survive the harrowing experience. Again accessible only at night, Asylum 626 also makes impressive use of the user's webcam. For example, head-tracking technology is employed so that you can dodge left and right, avoiding the frenzied lunges of a chainsaw-wielding attacker. A picture is also taken of your face at a particularly opportune moment and using distortion mapping, later shown to you as a reflection in a sink of dirty water...
Perhaps the most impressive use of the computer's microphone works in conjunction with Asylum 626's new social elements of play. Before starting, users are asked to sign into their Twitter and Facebook accounts which in turn, allows SOS calls to be made asking for help in a particular situation. Their Nearest and dearest can then assist by (for example) screaming into their mics to distract assailants etc.
Lastly, in a new techy twist, Goodby has added an AR (Augmented Reality) element to the final climatic scene. Users must purchase a packet of one of this year's resurrected flavours (Black Pepper Jack & Smoking Cheddar BBQ) and scan a code on the packet with their web cam. This then produces an interactive, 3D rendering of a key-type item which must be used in a final bid for freedom...
Asylum 626 is, perhaps surprisingly, receiving mixed reviews online - some write-ups claiming that levels of interactivity are down compared to last year's campaign - with a bias towards the cinematic cut scenes. Clearly setting a benchmark for immersive web experiences with Hotel 626 has given Doritos and Goodby a lot to live up to in the eyes of the discerning blogger. Whether the consumer will critique the campaign in this way, however, is another matter altogether. Also, the more sophisticated use of social media has turned Asylum 626 into a far more collaborative affair - making it that bit more relevant for the groups of sadomasochistic friends who would otherwise be spending this time of year sitting around screaming through horror films together. Either way, it gets a shaking thumbs-up from us...
www.asylum626.com
This year, Goodby has thrown the user from the frying pan into the fire, or rather into the Asylum. Strapped to a trolley in an impossibly grim psychiatric hospital, they must now dodge lobotomy tools, electroshock therapy and crazed patients as they try to survive the harrowing experience. Again accessible only at night, Asylum 626 also makes impressive use of the user's webcam. For example, head-tracking technology is employed so that you can dodge left and right, avoiding the frenzied lunges of a chainsaw-wielding attacker. A picture is also taken of your face at a particularly opportune moment and using distortion mapping, later shown to you as a reflection in a sink of dirty water...
Perhaps the most impressive use of the computer's microphone works in conjunction with Asylum 626's new social elements of play. Before starting, users are asked to sign into their Twitter and Facebook accounts which in turn, allows SOS calls to be made asking for help in a particular situation. Their Nearest and dearest can then assist by (for example) screaming into their mics to distract assailants etc.
Lastly, in a new techy twist, Goodby has added an AR (Augmented Reality) element to the final climatic scene. Users must purchase a packet of one of this year's resurrected flavours (Black Pepper Jack & Smoking Cheddar BBQ) and scan a code on the packet with their web cam. This then produces an interactive, 3D rendering of a key-type item which must be used in a final bid for freedom...
Asylum 626 is, perhaps surprisingly, receiving mixed reviews online - some write-ups claiming that levels of interactivity are down compared to last year's campaign - with a bias towards the cinematic cut scenes. Clearly setting a benchmark for immersive web experiences with Hotel 626 has given Doritos and Goodby a lot to live up to in the eyes of the discerning blogger. Whether the consumer will critique the campaign in this way, however, is another matter altogether. Also, the more sophisticated use of social media has turned Asylum 626 into a far more collaborative affair - making it that bit more relevant for the groups of sadomasochistic friends who would otherwise be spending this time of year sitting around screaming through horror films together. Either way, it gets a shaking thumbs-up from us...
www.asylum626.com
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