Doritos Multi-Screen Music Video
Doritos launches the first music video you build with your friends.
The Doritos brand believes that music has the power to bring people together. And with so many people burying their heads in their phones today, that’s needed more than ever.
So, the brand teamed up with hip-hop stars Rae Sremmurd to create “Over Here,” the world’s first music video that you built with your friends. The multiscreen music video let fans create a massive music video, phone by phone. The more friends you brought together, the bigger and better the video became.
Adding screens not only made the video bigger, but it also changed the video itself and even unlocked secret videos (like real-time band commentary, a lyric video, an 8-bit music video and more). Fans had to connect 18 phones to find all the surprises, making a mobile experience that’s actually social and not just “online” social.
To launch the experience, viewers visited www.OverHere.tv on their mobile devices (no separate app was required). But they got only a portion of the video. To see more, they had to link their phones together, which revealed what was happening “over here” (on the other phones).
The video required a massive collaboration with the artists and the music label. The Doritos brand also worked with digital programmers to develop the technology to link multiple devices and play multiple videos in sync. By simply sending a text, users could add as many phones as they wanted. And since the experience was mobile, it allowed viewers to seamlessly share it afterward.
The video made Ad Age’s “Best Music Marketing of 2016” list, and PSFK named it “Best in Class” in its Future of Advertising report. It was covered by music and advertising media alike, including Pitchfork, XXL, Complex, the FADER, Rap-Up, Adweek and Creativity. The music video generated over 2 million views and 14 million organic impressions, and viewers watched with up to 32 phones at a time (all with zero media dollars).