walking into #SBLVIII with big chip energy 🔺
📸: @MaverickHeli pic.twitter.com/88Bd7l4czB— Doritos (@Doritos) February 9, 2024
“We wanted to make sure that we came in and we provided consumers with really great engagement opportunities—experiences that match the landscape that we were in … to match the bigness of Vegas,” said Mahal.
Win a Toyota on the Chip Strip
The brand’s Snackpot game on the Chip Strip includes a massive slot machine that passerby can play for a chance to win a Toyota Tacoma. Toyota and Frito-Lay are official NFL partners while Toyota’s presence at the Super Bowl revolved around its new 2024 Tacoma hybrid.
Building the space was significant undertaking by the Frito-Lay team given the entire thing came together in under a week.
“It will be one of our immersive tickets immersive brand experiences,” Mahal said. Its closely tied to the brand’s engagement with football and sports, she added.
The key to achieving scale is its social strategy standing out with consumers on the strip.
“We didn’t necessarily start out with a conversion KPI,” Mahal said. “This was more about making sure that our brands resonate with this moment.”
The Chip Strip is open through Sunday.
