Doritos lures millennials with technology, gaming and music

PLANO, Texas -- Leading snack brand Doritos has come up with a millennial-friendly way to promote its newest product: an arcade.

The marquee brand from PepsiCo's Frito-Lay division announced that it plans to bring its newest product — Doritos Mix — to life by erecting the Doritos #MixArcade: a six-story, fully functioning retro arcade game that will combine the elements of technology, gaming and music in new and unique ways, including being controlled by fans onsite and watching live on Twitch, the world's leading social video platform and community for gamers. The arcade will be located at the Electronic Entertainment Expo next week in Los Angeles.

"Doritos believes creativity is unlocked when different influences are mixed together," said Jeannie Cho, vice president of marketing, Frito-Lay. "The Doritos #MixArcade at E3 Live — a new interactive venue for us to connect with our passionate fans — is a canvas for fans to create the ultimate live experience through a mix of technology, gaming and music."

The arcade will double as a state-of-the-art concert stage during the evening and feature three nights of exclusive performances headlined by the likes of DJ Steve Aoki, rapper Wiz Khalifa, Big Boi of Outkast fame and more. No stranger to music, the Doritos brand has brought fans other exclusive concert experiences, such as the interactive Doritos #BoldStage at the South by Southwest (SXSW) Music Conference and Festival.

With the #MixArcade, Doritos — a brand known for turning over control to its fans — will hand the reins over once again by giving fans the opportunity to level up their gaming experience by unlocking interactive elements throughout the music shows. Fans at the shows will be able to control various elements of the gaming experience and music performances using custom LED wristbands — from unlocking bonus content to launching special effects with a push of a button from their wrist. Fans can also watch the event live on Twitch (twitch.tv/doritos), where they can impact the show in real time by casting votes in chat for specific effects. 

Doritos Mix combines four different Doritos shapes and flavors in one bag for a multi-sensorial experience with two new mixes. Doritos Mix snacks are now available nationwide at retailers nationwide in two sizes: a 3-ounce bag for a suggested retail price of $1.49 and a 9.5-ounce bag for a suggested retail price of $4.29.