By
Goodby Silverstein & Partners launched an interactive multi-screen music video for the release of Atlanta-based hip-hop duo Rae Sremmurd’s “Over Here” which also promotes Doritos. The Doritos branding is actually pretty hands-off. In the demo video (above), it’s limited to a few strategically placed chips and a “Powered by Doritos” message at its conclusion, as viewers are directed to overhere.tv for the full experience. GS&P teamed up with Triggr & Bloom’s director James Larese, digital creative production company MediaMonks, Interscope Records, Rae Sremmurd and producer Mike Will for the stunt, which just launched today. Doritos, which functions more as a sponsor than anything else, clearly hopes to gain attention from a young crowd via the association. But will people actually bother to engage with the multi-screen concept? And will anyone actually buy a bag of Doritos as a result of the gimmick?
“We wanted to create a music experience that brought people together, like a …