Brazil is a place where people go to escape. Millions of tourists flood into this nation each year to revel in its carnivals and soak up its beautiful beaches. But while tourists stroll the streets of Sao Paulo, Brazilians are logging on to the internet at a feverish pace.
Brazil ranks 6th worldwide in number of internet users, just below global superpowers like China, India and the US. According to a study released by Deloitte, Brazilian consumers spend twice as many hours online as they do watching television.
Experts also contend that Brazilians are adopting social media faster than any other world market. Year over year online population growth in Brazil was 27% as of June 2008. This level of growth outpaces the worldwide average.
Through social media-based campaigns, Brazilians have pierced their tongues for Coca Cola, speed dated for Trident, and watched racy faux-advertising for Puma, making US consumers appear tame in comparison.
So how can a brand stand out in this rapidly-expanding “anything goes” marketing environment?
By thinking outside the box and creating an entirely new environment for consumers.
Sao Paulo-based marketing agency Cubocc recently created a cutting-edge campaign for Doritos in Brazil as part of the snack company’s Sweet Chili flavor brand launch.
Using augmented reality (AR), a fusion of real and virtual reality where graphic objects are blended into real footage in real time, Doritos Sweet Chili product packaging creates the illusion that a virtual, computer-generated object actually exists in consumers’ worlds.
Each package of Doritos Sweet Chili-flavored chips sold Brazil contains an AR symbol – a code that can be activated through Doritos’ Brazilian website. Entering the code releases a “Doritos Lover” – a 3D monster (like the ones seen below) that consumers can add to their Orkut profiles as an app. Consumers can also take pictures of their monster, create birth certificates, or put their monsters up for adoption.
The pint-sized monsters can also interact with other people’s monsters – there are over 18 trillion possible combinations of interaction.
But the real “wow factor” is that consumers’ monsters actually come alive (virtually) when the Doritos Sweet Chili packaging is placed in front of a consumer’s web cam (check out the video below to see this in action).
So is every brand in Brazil now hopping on the AR bandwagon?
Most Brazilian brand teams simply cannot afford to implement an AR campaign. However, brands can still take note of the key ingredients in Doritos’ strategy:
- It’s simple. While the concept of AR is complex, releasing a Doritos monster online is not. The “release your monster” option is available on the campaign’s homepage, and consumers do not need to click through multiple pages to add the Doritos Lover app to their Orkut profile.
- It’s interactive. Doritos enabled consumers to create and interact with other users in a new virtual reality. The seemingly infinite number of possible interactions (18 trillion) makes it likely that consumers will keep coming back for more.
- It’s sales-oriented. Doritos enthusiasts can release dozens of Sweet Chili monsters, incentivizing them to keep buying the company’s chips again and again. The low cost and accessibility of Doritos’ products makes this a possibility for most internet-savvy Brazilians.
Ultimately, while brands need to differentiate themselves in an “anything goes” marketplace like Brazil’s, they don’t need to rely on expensive solutions to do it. Keep it simple. Make it interactive. And create a sticky, sales-oriented element that keeps Brazilians coming back for more.