Doritos illuminates three triangular buildings to replicate colossal tortilla chips

Doritos, the loud and highly addictive tortilla chips coated with a cheesy dust and tasty seasoning, are, as the brand likes to put it, taking the umami-loaded snack and its three-cornered shape to “Another Level®.™” A new marketing campaign-slash-nationwide hunt by Frito-Lay North America encourages the public to spot triangles within their own surroundings, including on buildings, and use the Snapchat-based Triangle Tracker program to scan triangular forms within the immediate environment. Snapchat’s augmented reality (AR) software then works its magic.

Doritos started participants off with a hint by illuminating three triangular-shaped buildings in bright orange, giving the structures the appearance of a Godzilla-sized

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