During the 2018 Super Bowl, Doritos – a chip brand owned by Frito-Lay, a subsidiary of PepsiCo – took advantage of advertising’s most powerful platform to launch its newest flavor.

And, befitting the drama of the day, it introduced Doritos Blaze with back-to-back ads featuring actors Peter Dinklage and Morgan Freeman facing off in “an epic rap battle.”

A product launch on the grandest piece of television programming might seem like the definition of old-school marketing. But digital channels were central to the campaign, Ryan Matiyow, Frito-Lay’s senior director/marketing for North America, told delegates at the Association of National Advertisers’ (ANA) 2018 Digital & Social Media Conference.

“Doritos Blaze was our biggest innovation across the entire portfolio in 2018, so we needed to drive mass awareness, mass reach,” he explained.