Frito Lay begins Rihanna promotion for Doritos
By Adnews Staff
Frito Lay Canada has begun a promotion for its Doritos brand featuring performing artist Rihanna. The promotion is part of an international initiative that will introduce a new song by David Guetta and Rihanna called "Who's That Chick." The effort is based on a website located at <http://www.doritoslatenight.com>, which offers an interactive performance of the song. In addition, consumers who buy specially-marked packages of Doritos will be able to access "augmented reality" features of the site. By holding a graphic on the package in front of a webcam, visitors to the site can watch the performance in either a day or night setting and control various other aspects of the presentation by moving the graphic. Canadian consumers will also be able to watch a performance by hip-hop group Down With Webster. Other participating musicians include Professor Green of the United Kingdom, Mor Ve Otesi of Turkey, the Sensacional Orchestra Sonora of Brazil and Teargas of South Africa. "Doritos Late Night is a proud supporter of local music and as part of this global music event, the brand is also turning the spotlight on five local bands making big waves right now, one of which is our own Canadian phenomenon Down With Webster," said Tony Matta, marketing vice-president at Frito Lay Canada. "This is an excellent opportunity for Canadian fans to see one of their favourite bands, and for international fans to discover one of Canada's biggest new musical stories, up close and personal like they've never seen before, from the comfort of their own home." Frito Lay Canada is a division of PepsiCo Foods Canada.