To celebrate the launch of Cyberpunk 2077 we collaborated with Xbox and Doritos for a truly special partnership, reaching into the past to bring forth a moment that felt like it was the year 2077. Back in 1998 Doritos launched an eye-catching Super Bowl ad introducing a new take on their iconic chip, the Doritos 3D. Now in 2020 the chip is back with an upgrade for the launch of Cyberpunk 2077, the 3D Doritos Crunch.
In partnership with Doritos, 77 limited-edition Cyberpunk 2077 3D Doritos ‘fuel cells’ were created and delivered to key influencers. The game takes place in a dystopian 2077 and the fuel cell packaging imagines what Doritos packaging could look like in this futuristic world. The user activates the fuel cell by waving their hand in front of it, which animates colorful lights to illuminate the etched map of Night City, the game’s setting.
Global esports athlete and streaming sensation Shroud, one of the biggest gaming content creators in the world, unveiled the Cyberpunk 2077 3D Doritos Crunch fuel cell live on stream. Shroud ended up playing the game for twenty straight hours as he enjoyed his time with the amazing product. Soon more influencers were showing off their own fuel cells and enjoying the taste of the limited time 3D chip. There was also an online giveaway to give a few of the fuel cells to fans.
The promotion created a fantastic moment helping to continue the momentum of a highly anticipated launch with millions of consumers engaged with the program.
