We started by taking a deep dive into the game to understand its aesthetic and story. We used human-centered design principles to develop an end-to-end user journey from pre-delivery to eating Doritos 3D. The immersive experience was designed to feel like an authentic part of the Cyberpunk universe with a surprise reveal of Doritos 3D.
Our Fuel Cell was made up of multiple layers and each layer contained a different surprise leading up to the ultimate surprise: Doritos 3D. Here’s how it worked. First, gamers received a custom mailer containing the “radioactive” Fuel Cell. Once in hand, as the Fuel Cell was removed from the mailer and a power switch was flipped, motion sensors activated a flashing light sequence in the Doritos color palette (red and blue), revealing our lockup logo and a map of the game’s setting which was etched into the cell. The next step was to remove the fuel core from the Fuel Cell to unlock the reward: Doritos 3D.