Frito Lay Canada begins Doritos Viralocity contest
Frito Lay Canada has begun an online contest intended to choose a name for a new flavour of Doritos chips. The national initiative, called "Doritos Viralocity," invites consumers to create a 60-second video describing the new flavour and submit it to a website at <http://www.doritosviralocity.ca>. Entrants will be ranked according to the amount of attention they can attract to their videos. Software developed by 10th Power Technologies will use data from website including Google, YouTube, Facebook, Twitter, Digg, and AddThis to determine the rankings. The winner will receive $100,000, plus an extra $150,000 if they should reach a set maximum score. The top 344 entries will be eligible to win secondary prizes. "This contest is an opportunity for Canadians to tap into the viral nature of videos, use their creativity and create a digital footprint that will give them the chance to walk away with some serious cash," said Tony Matta, marketing vice-president at Frito Lay. "The Doritos brand was built by the consumer, so we've decided to hand over our brand yet again and let the consumer keep calling the shots with the Doritos Viralocity Contest." The contest is being promoted on Facebook, Twitter and YouTube, as well as with national television and online advertising and media partnerships with MuchMusic and Astral Media. Frito Lay Canada is a division of PepsiCo Foods Canada.