DORITOS invited fans to hunt for triangle shapes with the help of a special SNAPCHAT filter

Triangle-shaped snack chip Doritos announced in August the start of a $250,000 grand-prize sweepstakes that could be entered only by individuals who used the brand’s Snapchat-based Triangle Tracker lens filter to discover triangles hidden or plainly visible in the surrounding environment. The filter—using augmented reality technology—transformed whatever triangular shape the camera was pointed at into a Doritos chip (the only triangles it didn’t work on were love triangles). Snapchat then assigned to the converted image a code that allowed the picture-taker to claim a prize from Doritos. The prizes ranged from exclusive merch offered by Doritos and its partners (which included GUESS Originals, Xbox, and Vivid Seats) to a shot at winning the quarter-million-dollar sweepstakes award. Doritos fans were able to generate their own triangles by using Fortnite Creative Mode to manufacture a Doritos Triangle Island. As well, they could tune into the Aug. 28 MTV Video Music Awards show to spot surprise triangular Easter eggs. Additionally, Doritos ran a weekly TikTok challenge giving triangle hunters a chance to win $15,000 bounties—all they had to do was find the world’s coolest, most creative triangles and post videos of them.