Cheetos

Given the prevalent challenge of bots and resellers swiftly securing items online, Cheetos aimed to ensure the new collection reached its genuine fanbase. Accessing the exclusive line became as simple as displaying Cheetle-covered hands to any device camera, a task shopping bots couldn’t replicate. With an impressive 3.93 billion PR impressions, this innovation enabled thousands of true Cheetos fans to exclusively obtain pieces from their collection.

Client
Frito-Lay
Services
UX/UI Design
Software Development
AR App Development
Big Data Analysis,
Labeling & Classification
ML Model Training
Tech Stack
React (Next.JS)
Firebase
Python
Custom Hand-Tracking
Computer Vision
Machine Learning

Project overview

In 2020, Cheetos re-entered the spotlight with a Super Bowl ad featuring MC Hammer’s "Can’t Touch This" to promote their new Cheetos Popcorn. The ad sparked immense popularity, and the brand extended the campaign by launching the Cheetle Detector app, allowing users to scan their fingers for Cheetos dust (Cheetle) to unlock exclusive content. Following the success of the app, Cheetos collaborated with Adidas and artist Bad Bunny to release a limited fashion line. To combat the issue of bots purchasing items, we developed a technology that allowed fans to access the collection by simply showing Cheetle-covered fingers to their device's camera, something bots couldn’t replicate. This unique innovation earned over 3.93 billion PR impressions and gained significant industry recognition.

Our Client's Goals
  • Preventing shopping bots and resellers from accessing the exclusive fashion line.
  • Developing a user-friendly app that integrates advanced technology without complicating the user experience.
  • Detecting Cheetle dust accurately across various device cameras.
  • Ensuring a fun, seamless brand experience that resonates with the Cheetos’ fanbase.
Here's How We Achieved Them
  • We implemented hand-tracking technologies, and developed and trained custom machine learning models to identify Cheetle dust accurately through a fully integrated AR experience using computer vision.
  • We improved the client-side detection to ensure accessibility and fast performance.
  • We developed the app to detect color patterns unique to Cheetos dust, preventing bots from mimicking user action.
    • Awards & recognitions

    One Show
    Webby Awards
    Andy Awards
    D&AD
    Cannes Lions
    ADC Awards

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