Doritos set to launch Guitar Hero competition

by James Quilter , promotionsandincentives.co.uk 28-Sep-09, 11:16

LONDON - Doritos is planning to offer consumers the chance to win Guitar Hero video games as part of its latest on-pack promotion.

The PepsiCo-owned crisp brand is set to launch the campaign on October 1. Prizes will include ‘Guitar Hero World Tour Kits’, ‘Guitar Hero 5’ games and Xbox360 consoles.

The promotion, which was created by Initials Marketing, is set to launch on October 1. It will last for 80 days with three winners announced every evening from three separate draws.

To have a chance of winning entrants will need to enter a unique on-pack code and play an online version of the Guitar Hero game. Succesful entrants can choose what draw they will be entered for that evening. The site will allow users to create their own 'rock god' as well as play a 'Get some groupies' game.

Marketing support will include a TV campaign by AMV BBDO as well as link ups with Spotify and iTunes. The site was build by Rehabstudio.

The Guitar Hero comes as Doritos's ID3 promotion offering consumer the chance to win £20,000 if they guess the flavour of its latest product, comes to an end. The mystery flavour, announced today, is Chicken Balti.

Pete Charles, Doritos' marketing manager said: "Following on from Dodgeball and iD3, Doritos Guitar Hero offers consumers the chance to get involved in another really exciting engaged promotion.

"As our core audience are increasingly spending more nights in, the promotion not only provides them with entertainment to make their nights in even bigger, but cutting edge online content to truly engage them."