Challenge

Doritos tasked us with launching Dinamita on Amazon through a high-energy Halloween campaign that could make noise with Gen Z audiences and establish Dina and Mita — the brand’s fiery new duo — as cultural icons. They wanted to bring Halloween thrills to the world’s biggest ecommerce platform in a way that felt immersive, not transactional.

Insight

For Gen Z, Halloween isn’t just about scares — it’s about participation. They crave digital experiences that blur the line between entertainment, shopping, and social moments. To win their attention, Doritos needed to deliver a brand world they could play in, not just buy from.

Idea

We transformed the Doritos brand store on Amazon into a haunted, high-energy Dinamita playground filled with first-of-its-kind interactive experiences:

- “Abuelas Know Best” (A.I. — Abuela Intelligence): a playful twist on AI that helped fans plan their perfect Halloween by answering a few cheeky questions, unlocking a personalized product bundle ready to shop.

- An interactive cemetery featuring spooky Amazon Music playlists and Prime Video watchlists, all tied to Halloween moods.

- We also created targeted OOH takeovers at Amazon Locker locations on college campuses, driving fans to exclusive Dinamita merch and offers online.

The experience turned every touchpoint — digital or physical — into an extension of the Doritos Dinamita world.

Impact

The campaign elevated Dina and Mita from mascots to Halloween icons within Gen Z culture, putting them in front of millions of new Amazon customers. Driving strong cross-platform engagement across Amazon Ads, Music, and Prime Video ecosystems, the work strengthened Doritos’ partnership with Amazon and established a creative blueprint for future seasonal activations.