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ANDY Awards

Creative Award
New York, United States
Doritos - "Hotel 626" by ANDY Awards 2009

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TitleHotel 626
Agency
Campaign Hotel 626
Advertiser PepsiCo Inc.
Brand Doritos
PostedMarch 2009
Business Sector Potato Chips, Crisps & Crackers
Media Type Digital
Length
AI Description The Doritos 'Hotel 626' ad is situated in an eerie, dark, and immersive environment that captures the essence of a haunted hotel. With only a limited opening window from 6 PM to 6 AM, the online experience leverages horror elements to engage viewers in a thrilling escape challenge. Teenagers become part of this realistic 3D world where they face frightening tasks: taking a picture of a haunting maid, soothing a demon baby, or escaping a madman's prison. Personalization is driven by using webcams to take unsuspecting participants’ photos, heightening the horror with a chilling reveal later. The clever use of their actual cell phones further blurs reality, providing escape instructions from the terror in real-time. The campaign encouraged interaction through social media channels like Twitter and Facebook, creating viral fame. Despite its low budget, 'Hotel 626' gained recognition as a top interactive experience. It's an innovative experiment that perfectly blends digital media with intensely memorable sensations of fear and suspense.