Doritos is giving fans a chance to create videos inspired by its Super Bowl campaign via the artificial intelligence-enabled app “Sway: Magic Dance.” The activation is an extension of Doritos’ Super Bowl ads, which feature singer Lil Nas X and actor Sam Elliott battling for the brand’s revamped Cool Ranch chips in a dance-off. Doritos’ teasers end with the hashtag #CoolRanchDance, a clear call-to-action encouraging users to join the challenge on social media.
From the Sway app menu, users can choose from the four dances that Lil Nas X and Elliott perform in Doritos’ Super Bowl spots. Then they must film their dance for 30 seconds and upload it to Sway. Using AI, Sway then transposes the video over Lil Nas X and Elliott’s bodies.
Sway has recently gained popularity for its ability to generate deepfake-style videos for users who can also stylize the results with avatars, stickers and GIFs.
Released on its social media channels, Doritos’ Super Bowl teasers show Elliott reciting lyrics to “Old Town Road” and Lil Nas X riding a stallion. The spots support Doritos’ new tagline “Another Level” and its new Cool Ranch chips which now contain more cool seasoning.
Like Doritos, MTN DEW launched a Super Bowl dance challenge on TikTok under the hashtag #AsGoodAsTheOG. The activation is part of the beverage brand’s omnichannel campaign around its new Zero Sugar product that launched in January.
Hyundai also launched a TikTok campaign for the Super Bowl called the #OneDayAfterWatching challenge, which kicked off with a TikTok video featuring one of its Super Bowl ad star Rachel Dratch. The challenge calls on users to share videos of how watching a movie or television show changes their behavior.