Gaming has evolved into a massive sporting ecosystem with millions of fans watching billions of hours worth of gameplay. As a brand targeting Gen Z and rooted in disruption, Doritos was well-positioned to deliver a unique gaming experience and help take gaming to a whole other level of spectator entertainment.
Doritos understood that the power of Twitch lies with streamers and the communities they built. What better way to engage those communities they built. What better way to engage those communities than by bringing them together into a disruptive tournament series?
The Doritos Disruptor Series was a first-of-its-kind series that put the power back in the hands of influencers. Doritos worked with four top streamers known for disruption to build their own tournaments on their own terms. Each streamer created and led two separate tournaments, selecting a different game and inviting members of their communities to participate. Swagg hosted Call of Duty: Warzone, Tyler1 hosted League of Legends, iiTzTimmy hosted Golf With Your Friends, and itsHafu hosted Hearthstone. Over 12 weeks, fans tuned in to watch their favorite creators and see who might get the chance to play alongside them in the ultimate culminating event –– Doritos Bowl.
The epic final event brought together all four streamers and their squads to play all four games (with a fifth-game surprise) to see who would come out on top. One team walked away with the coveted trophy, their share of $175K, and Doritos for a year.
Creative and gaming agency TMA partnered with Doritos and Twitch to become the Official Salty Snack of Twitch Rivals and to bring back year two of Doritos Disruptor series. To engage viewers during streams, TMA created two custom spots that touched on Doritos’ long history in gaming and featured Doritos’ new product –– 3D Crunch.TMA worked with four top streamers – itsHafu, Swagg, Tyler1, and iitzTimmy to activate a 12-week long event series where each influencer hosted their own community tournaments playing one of four massive games – Call of Duty: Warzone, League of Legends, Hearthstone, and Golf With Your Friends.Along with Doritos swag, each streamer was gifted a custom-designed and one-of-a-kind Doritos bag, featuring themselves, that they could add to their streaming set up.Each of the eight community tournaments ultimately helped our team captains identify top players that would join them in the final culmination event, and hopefully walk away with their share of the prize money at Doritos Bowl. (Shown here: Hearthstone hosted by itsHafu)Doritos Bowl was the massive finale event that featured all four titles plus a surprise game of Minecraft, and brought together creator communities that don’t typically engage. Each captain had a robust squad of 20 top players and competed together in over seven hours of gameplay.TMA developed a social strategy to help drive awareness of the series, as well as engage and entertain gamers on those platforms. (Shown here: Tyler1)itsHafu was a returning streamer from year one and hosted two Hearthstone community tournaments.On top of a cash prize, winners from each tournament won free Doritos for a year, and many shared their new loot all over socials. (Shown here: RegisKillbin)Each community event was hosted by our captains, but Doritos Bowl featured multiple Twitch casters who kept the event running smoothly and viewers engaged. (Shown here: Caleb Simmons)
