Jurassic World: Fallen Kingdom
They did it. Those crazy SOB’s, they did it.
Calling on the help of Dr. Henry Wu from Jurassic World, aka BD Wong, we created Jurassic Doritos that were eighteen times larger than standard Doritos. This experiment gone horribly right was filmed for content that teased the massive Dorito “hatching” from a giant egg. The big reveal came right after the world premiere of Jurassic World: Fallen Kingdom.
In total, one hundred Jurassic Doritos were released into the wild. We shared the majority with influencers and gave nine out to the winners of a Twitter contest. The last delicious monstrosity was auctioned off on eBay, with the proceeds going to the American Red Cross for volcano relief efforts in Hawaii.
Turns out John Hammond was on to something. Our Jurassic Doritos generated 1.2 billion earned media impressions, over 2.5 million video views and coverage across major online media outlets. All this without anyone getting eaten…well, except the Doritos.