Frito-Lay's Doritos and Yahoo! Collaborate
Jul 17, 2003, 12:00 AM
Yahoo! and Frito-Lay on Thursday announced a unique music experience brought to consumers by LAUNCH, the music destination on Yahoo!, that kicks off with rock group Train at http://launch.yahoo.com/live/. Throughout the six-month program -- called Doritos Soundbites on Live@LAUNCH -- Doritos will be the exclusive sponsor of Live@LAUNCH, featuring monthly live performances at LAUNCH studios in Los Angeles. The program, which includes sweepstakes promotions, enables the Doritos.com web site to align itself with a leading online music site to target a young, hard to reach demographic. The Doritos.com website will offer four sweepstakes to send winners to the Live@LAUNCH performances or to see a concert of their choice. Doritos.com also includes a feature called "Doritos All-Access" where visitors can register to win popular CDs through one-click registration. Through the program, there will be six Doritos Soundbites-sponsored Live@LAUNCH sessions that will include Train and five other break-through artists. Live@LAUNCH is the popular artist showcase on LAUNCH where music fans get on-demand access to live performances and interviews with today's hottest musicians and up-and-coming artists. Doritos' online agency, AtmosphereBBDO -- part of the Omnicom Group, developed the Doritos.com web site as well as an extensive online media campaign and e-mail marketing program to launch the campaign.