We have all sinned of this: eating Doritos while playing. But there is a barrier that is not talked about, listening to someone chewing while you play online is not pleasant. Normally the solution used to be mute the microphone; which could sometimes be distracting in the game and be counterproductive.
To deal with this problem and together with the gaming unit of TBWASpain, Doritos has developed Doritos Crunch Cancellation, a completely free downloadable software that Silence unpleasant crackling noises during games and streams.
Canceling the noise of the Doritos
Doritos Crunch Cancellation is a filter that acts on the audio input and is capable of detecting and differentiating the sound wave of the voice from the sound waves that generate the crunch when chewing. Thus, the software selects the crackles and removes them completely, allowing gamers and streamers to talk into the microphone while eating without generating any annoying noise.
“From the brand, we have always been proud that Doritos was one of the preferred options for snacking between games and streams. Putting the consumer at the center, it didn’t take long for us to realize that this characteristic creaking was, in turn, a problem for communication between streamers and between gamers… We decided to get to work with Crunch Cancellation in order to continue being the ideal snack, also, on these occasions.” says David Bardají, Doritos Marketing.
The creation of such particular software
The software, which has been developed by Glassworks, one of the most important technological boutiques in our country, works with an artificial intelligence perfected through Machine Learning or machine learning.
In the first phase of the campaign, the entire community was asked to submit their videos crunching the product, since Doritos Crunch Cancellation relies on these crunches to function. The creation of this software has lasted four months and has been carried out using an NVIDIA library as a base.
The launch of Doritos Crunch Cancellation required a dissemination plan fully adapted to the profile of “affected” so, together with OMD, a media plan has been drawn up focused on the media that consume the most (Twitch, Webedia, YouTube Spotify and social networks). social) and dynamizing real pieces of streaming with the ambassadors.
Where to get it?
The action It has been done with some of the most important Spanish-speaking streamers. Auronplay, aXoZer, Reborn and 8cho have put it to the test and They have tried to make it fail on one of their live shows, under the supervision of TBWAEspaña and YouPlanet.
Crunch Cancellation is available for free at http://www.doritos.es/ so that both streamers and gamers can use it, because it is a software optimized for OBS and video games.