Doritos, one of the marquee brands from PepsiCo's Frito-Lay division, today announced its return to the South by Southwest (SXSW) Music Conference and Festival in Austin, Texas, with its boldest headlining act to date: Lady Gaga. With an exclusive performance celebrating the multi-platinum-selling artist's latest album ARTPOP – which debuted at No.1 on the Billboard 200 – and her Born This Way Foundation, Lady Gaga will headline the Doritos #BoldStage on Thursday, March 13.
Through a special program that gives fans a chance to express their individuality, the only "ticket" to Lady Gaga's exclusive performance will be an act of boldness. From now until Wednesday, March 12, the Doritos brand will reveal a series of challenges – known as Bold Missions – that fans must complete for a chance to gain access to the show. The first Bold Mission – which Lady Gaga announced herself – is called #BoldBravery. It asks fans to share a picture or video that expresses their individuality through a bold action using the hashtags #BoldBravery and #BoldStage. The announcement video and official rules can be found on www.Doritos.com/BoldBravery.
"I believe that being an individual is the boldest thing you can do," said Lady Gaga, whose musical talent and cutting-edge style have led her to five Grammy Awards and 13 MTV Video Music Awards. Her global artRave: The ARTPOP Ball is one of 2014's biggest global tours. "I can't wait to see all creative, generous, brave and individual acts my fans take to gain access to the show."
Doritos Bold Missions
The only way for fans to see Lady Gaga on the Doritos #BoldStage is to complete one of the Doritos Bold Missions during the days leading up to SXSW. The Doritos Bold Missions will live on www.Doritos.com – fans can follow the Doritos brand on Facebook.com/DoritosUSA, Twitter, Instagram and Vine for updates. Doritos Bold Missions range from raising money as a street performer on Red River to trading your suitcase and everything in it for a Doritos suitcase.
For entry into the show, SXSW Music and Platinum badges and SXSW Music Festival and Artist Wristbands may go to the Connection Centers at the Austin Convention Center on Tuesday, March 11 and Wednesday, March 12 from 10:00 a.m. to 6:00 p.m. CDT where they will be given their own unique Bold Missions. Upon completion of their missions, SXSW Music and Platinum badges and SXSW Music Festival and Artist Wristbands will have their SXSW credentials scanned by Connection Center personnel to enter a drawing for tickets to Lady Gaga's performance. After the drawing ends, the randomly selected winners will be sent an email with further instructions no later than 12 hours before the show. Winners will be instructed where to obtain their tickets. Entrants who are not selected will also be notified by email at this time. More details are available HERE
"For many years we have celebrated Doritos fans for their desire to get out of their comfort zone and own the moment. With Bold Missions, we're going above and beyond to reward these bold choices," explained Ram Krishnan, vice president of marketing, Frito-Lay. "Thursday night's performance will kick-off Bold Missions with the ultimate reward for our boldest fans – an unforgettable SXSW concert experience headlined by perhaps the boldest pop star of this generation, Lady Gaga."
For Thursday night only, the Doritos #BoldStage will be located at the iconic Stubb's Bar-B-Q on the corner of 8th and Red River. The location will allow 2,000 bold fans to experience Lady Gaga on the Doritos #BoldStage. Friday and Saturday night, the Doritos brand will return to the lot at Carmelo's Ristorante Italiano on the corner of 5th and Red River as an official SXSW music venue complete with the Doritos brand's signature larger-than-life vending machine turned concert stage. Only this time, the venue includes a bold new twist. For the first time ever, fans will be invited inside the more than five-story-tall vending machine for a truly out-of-this-world exclusive musical experience. Standing at nearly 120-feet in length and 52-feet high, this year's venue is the brand's largest to date in terms of total square footage, and will be packed with a multitude of LED screens and netted LED lighting that will display a mega lightshow when the artists take the stage. In between musical acts, fans will have the opportunity to experience the inner workings of the vending machine, including seeing their favorite Doritos chip flavors "vend" from 52 feet high.
Throughout 2014, fans can continue checking Doritos.com for the chance to complete other Bold Missions with each challenge offering its own unique bold reward. The Doritos Bold Missions initiative builds on the brand's "For the Bold" global marketing campaign that was first introduced at SXSW in 2013 and celebrates the Doritos brand's legacy of empowering its fans to seize the moment and live boldly. Over the years, the Doritos brand has done everything from turning over its commercial airtime so fans can crash the Super Bowl with their homemade advertisements to offering fans at last year's SXSW festival the chance to control the Doritos #BoldStage through their tweets, choosing everything from the opening musical acts to the concert special effects.
The Doritos #BoldStage at Stubb's Bar-B-Q is an official SXSW Showcase event. Lady Gaga's performance on the Doritos #BoldStage will be live streamed online at Fuse.tv on and rebroadcast on Fuse, the national music television network of The Madison Square Garden Company, on Saturday, March 29 at 10 p.m. EDT / 9 p.m. CDT. The Doritos #BoldStage on the corner of 5th and Red River is an official SXSW music venue and will be open to fans on Friday, March 14 and Saturday, March 15, 2014, playing host to a number of musical acts. While Thursday night's performance by Lady Gaga will be the only show exclusively available to fans that complete Bold Missions, the Doritos brand will continue rewarding fan boldness throughout the weekend, offering up a variety of VIP tickets and other experiences. SXSW registrants and SXSW Music wristband holders will be offered priority admission to the Doritos #BoldStage on Friday, March 14 and Saturday, March 15.