Doritos will put one lucky superfan in the spotlight for this year’s Super Bowl commercial.
To memorialize the launch of a new flavor, “Sweet and Tangy BBQ,” Doritos is implementing a new marketing approach that has quickly gone viral on TikTok with over five billion views.
Using the hashtag #DoritosTriangleTryout, Doritos has enlisted superfans to create a show-stopping “triangle-inspired dance” on TikTok to the tune of the Doritos commercial song "Let's Get It." The winner will be the star of this year’s Super Bowl ad alongside an initially unnamed celebrity guest.
#DoritosTriangleTryout
The grand reveal was teased with a tweet by the brand: “A bag of Doritos BBQ, paparazzi and a mysterious person walk into a bar...” alongside an image of screaming fans and paparazzi looking into a car as an anonymous person with a sparkling ring holds a Doritos chip in their hand.
The guest-of-honor was revealed yesterday to be six-time Grammy-nominated rapper Jack Harlow. Doritos is no stranger to collaborating with A-listers on commercials, as they have previously worked with actors such as Morgan Freeman and Peter Dinklage.
However, this is the first time an audience member will be given a once-in-a-lifetime chance to participate.
Frito-Lay's strategy to involve Doritos customers is a way to achieve social media virality with minimal effort, allowing fans to spread the word far and wide by participating in the exciting competition.
Three finalists are set to be selected today, with the competition's winner to be finalized next week. The “Sweet and Tangy BBQ” commercial will air on February 12 during a Super Bowl game, with the new Doritos flavor scheduled to hit stores this month.
