Vending Machine Infographic

Doritos’ Bold Promotion at SXSW

It’s that time of the year again when the world of music, film and innovative technologies converge on Austin, Texas from March 8-17, 2013 for South by Southwest (SXSW). SXSW has become known for tech companies rolling out their boldest innovations. Doritos is one of the many festival sponsors and is embracing the power of social media to launch a global campaign. On March 14th a concert featuring all-star headliners LL COOL J, Public Enemy, Ice Cube and Doug E. Fresh will be streamed on Facebook, with special effects and songs being dictated by Twitter and Instagram hashtags.

The Doritos-sponsored stage will be a vending machine 62 feet high, with a four-story LCD screen that will stream content from Twitter and Instagram using the hashtag #BoldStage. Using this hashtag, fans can also control the special effects of the concert by requesting smoke, balloons, lasers, confetti, pyro effects and beach balls. It doesn’t stop there. Three up-and-coming artists will battle for the chance to open for the hip-hop headliners of the night. Devin Miles, Seth Sentry and Snow Tha Product will have a one song battle and the fans will vote for the winner by using the #BoldStage hashtag, with the results being monitored in real-time and displayed on the stage’s LCD screen.

Fans will also have their hand in determining the encore song by LL COOL J, by once again using the hashtag. If I was a gambling man I would bet it will be “Mama said knock you out!

This concert/promotion will be the launching point for Doritos’ first global marketing campaign coined “For the Bold.” Rumor has it that it will be a rebranding of their image and packaging. The new branding will also include new TV commercials, so stay tuned for Doritos’ bold new move!