October 19, 2010
PLANO, Texas, Oct. 19 /PRNewswire/ -- Doritos today unveiled its highly anticipated collaboration with multi-award winning artist Rihanna. Through an augmented reality music experience that showcases the multiple facets of Rihanna's personality and style, Doritos is debuting the special single, "Who's That Chick?," by David Guetta featuring Rihanna. To create a truly global scope, the experience also includes exclusive performances by a collection of additional recording artists from around the world. This one-of-a-kind interactive performance is offered at www.doritoslatenight.com and the augmented reality content can be accessed with special-edition Doritos Late Night bags.
In early September, a small portion of the Doritos Late Night "Who's That Chick?" experience was unexpectedly released online, setting off a wide range of speculation among music fans and pop culture commentators. What was rumored to be anything ranging from a product placement deal to television commercials featuring a new Rihanna song, actually stands as a one-of-a-kind, interactive music experience that the Doritos brand created especially for worldwide fans of Rihanna's music.
While Rihanna serves as the Doritos Late Night headliner, this exclusive offering features artists including Canada's Down with Webster, the UK's Professor Green, Turkey's Mor Ve Otesi, Brazil's Sensacional Orchestra Sonora and South Africa's Teargas. Each band, highly recognized in the music scenes of their respective markets, will use the Doritos Late Night platform to reach and interact with fans in a whole new way.
"We've made a conscious effort with Doritos to focus our marketing around breakthrough interaction and collaboration with our fans, and our partnership with Rihanna is a perfect example of providing a truly unique experience around an artist they are passionate about," said Rudy Wilson, vice president, marketing, Frito-Lay North America. "She is an artist known for pushing the boundaries in order to provide her fans with the best when it comes to entertainment, and our fusion of music and technology fits perfectly with what she is about and what her fans have come to expect."
Designed to put control of the experience in consumers' hands, the Rihanna augmented reality performance is available in both day and night settings. Fans are able to unleash Rihanna's late-night side by pointing a graphic symbol located on the back of Doritos Late Night special-edition bags at a web cam. Fans can personalize Rihanna's performance by the way they hold and move the bag, offering up a new experience each and every time. Customization is available to viewers of the regional artists as well by putting them in control of a 360-degree viewing environment that they can use to create their own personalized music experience.
International superstar, Rihanna is known for her incredible style and chart topping hits. The multiple Grammy-winning artist's work on "Who's That Chick?," will be released on David Guetta's upcoming album, ONE MORE LOVE, on Nov. 29, and she is featured on bags of Doritos Late Night for a limited time.
"I'm really excited about 'Who's That Chick?' and wanted to find a fresh and unique way to share it with my fans," said Rihanna. "When I saw how cool the augmented reality performance Doritos created was, I knew this was it. This was the way I wanted to make 'Who's That Chick?' available to the world, and I can't wait to see how my fans get engaged in this innovative experience."
Intended to inspire the uninhibited "late night" side of Doritos lovers, the Doritos Late Night flavors launched in April 2009 and include All Nighter Cheeseburger, Tacos at Midnight and Last Call Jalapeno Popper. Doritos Late Night flavors are $3.99 for a 11.5 oz. bag or $1.29 for a 2.875 oz. bag or $.99 for a 2.125 oz. bag, and the special-edition bags are available for a limited time at retailers nationwide where Doritos chips are sold.
The Doritos brand broke new ground last year by offering fans a first-ever augmented reality experience that showcased live-action video within a 3-D, interactive environment through performances by blink 182 and Big Boi. The Late Night virtual music-offering is one of many ways the brand continues to bring its fans access to unparalleled experiences. The brand's commitment to fan-empowerment began with the Doritos "Crash the Super Bowl" program which has turned the brand's Super Bowl advertising over to its fans for the last four years. In addition, Doritos has put consumers in control through a variety of other exciting opportunities in gaming, including its "Unlock Xbox" challenge where fans compete to have their Xbox LIVE® Arcade game concept developed and made available for download worldwide; the partnership with EA SPORTS to give fans voting power over the next Madden NFL 11 cover athlete; and the most recent partnership with Major League Gaming (MLG) giving aspiring video game professionals an opportunity pursue their passion with the Doritos MLG Pro-Gaming Combine.
Doritos tortilla chips is one of the many brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. Learn more about Frito-Lay at the corporate Web site, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter at www.twitter.com/fritolay.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
SOURCE Frito-Lay North America
