The Cheetos Vision app is a fun way for the brand to engage with younger audiences who are more likely to use a mobile device as their main method of consuming news and entertainment. The app shows that Cheetos is generally in tune with young adults and teens who tend to favor shareable, entertaining experiences that they can post on social media. By releasing the app at SXSW, the campaign will likely spur more hype and engagement among attendees, as majority of those attending are likely interested in the variety of activations and tech rollouts that brands will issue.
One limitation of the Cheetos campaign may be that it requires users to download a special app, adding a friction point that could discourage some people from interacting with the AR feature. Other brands, including Saban Brands and Universal Pictures, have sought to get past this constraint with banner ads that open into an AR experience or by integrating these features into their established apps.
This is the latest creative effort by the Frito-Lay brand. Cheetos has experimented with new ways to promote the snack food among millennials and young families who tend to be more health-conscious than older groups, a trend that has also transformed the menus and marketing methods of the quick-service restaurant industry,