Doritos is holding a concert at SXSW this year on a 62-foot tall vending machine stage. But the coolest part is that the Doritos #BoldStage will be dependent on social media activity. The more activity, the better the better the outcome of the show.
Three up-and-coming musical artists (Devin Miles, Seth Sentry, and Snow Tha Product) will compete to determine who will open for the headliners: LL COOL J, Public Enemy, Ice Cube, and Doug E. Fresh.
The winner will be determined through fan engagement on Twitter. Fans will then be able to control special effects like smoke and lasers, and help select LL COOL J’s encore song. The entire experience will be streamed live on Doritos’ Facebook page.
Throughout the weekend, fans will able to share photos of their bold moments for the chance to see those images projected onto the huge screen between musical sets.
Why I’m Curious
It seems that the power is continuously being handed to the consumer through UGC and crowdsourcing, especially with consumer packaged goods. From Lay’s Do us a Flavor to Oreo’s Pick a Side brands are leaning heavily on ways for consumers to take action in order for the brand to take action. I think it’s important to note this trend and try to apply it beyond the obvious.
Although the campaign is largely targeted toward those at SXSW, they created opportunity for fans throughout the country to tweet, and watch the outcome on Facebook. However, I’m interested to see how many fans will go on Facebook to see an “up and coming” act.