A 62-foot-tall tweet-powered Doritos vending machine that doubles as a stage will let concertgoers shape the main event at this week’s South by Southwest music festival here.
Tweets to the hashtag #BoldStage from the audience will determine which up-and-coming band will open for headliners LL COOL J Public Enemy, Ice Cube and Doug E. Fresh today. Fans will also decide LL Cool J’s encore number and the special effects that will be used on stage.
They can also send pictures of themselves to the giant vender’s four-story-tall LCD screen. The event will also be streamed live on the Doritos Facebook page.
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During the concert, Doritos will launch its first global marketing campaign, called “For the Bold.” The rebranding includes a new logo and redesigned packaging, along with TV and digital advertising set to launch in conjunction with the music festival.
PepsiCo’s Frito-Lay division made a splash with its first giant interactive Dorito’s vending machine stage at last year’s SXSW. It dispensed samples of its Dorito’s Jacked tortillas chips in exchange for giant quarters earned through a social media tie-in.
