Thanks to BrandIreland for the heads-up on Twitter about Doritos’ new iD3 Campaign, which invites users to guess the flavour of its mystery bag. The campaign has rolled out its ‘advergame’, which uses Facebook Connect to integrate users’ profiles directly into the game.

The digital-heavy campaign rolled out last week, inviting customers to guess the mystery flavour at the iD3 micro site for a chance to win £20,000.

The game blends live action footage with 3D interaction, sound recognition, interactive scenes, and film content giving the experience of a professional cinematic production.

To play the game, customers must insert a promotional code found on the inside of the iD3 bag, which gives the user six “lives”.

The advergame is integrated with Facebook Connect, which enables a personalised experience for Doritos fans by inserting content from their Facebook profiles into the film.

Where most applications of the Facebook Connect technology use it simply to populate a profile, iD3 uses it to personalise the narrative and extend the game from the website into Facebook.

Support for the campaign has been shrouded in mystery – with grassroots seeding and an exclusive blogger outreach programme.

A live Twitter feed and Facebook fan page will keep Doritos fans up-to-date with the adventure.

The site was developed by Initials Marketing and although it was recently launched it is already gaining attention on blogs, forums, reviews and Twitter.

There is high engagement on the brands Facebook fan page, with hundreds of fans guessing the mystery flavour. The campaign is open to consumers in the UK and Ireland – we’re trying to track down a few bags so we can enter!