SANTA MONICA, California – Yahoo! and Frito-Lay today announced a unique music experience brought to consumers by LAUNCH, the music destination on Yahoo! (Nasdaq: YHOO), that kicks off with rock group Train at (http://launch.yahoo.com/live/). Throughout the six-month program -- called Doritos Soundbites on Live@LAUNCH -- Doritos will be the exclusive sponsor of Live@LAUNCH, featuring monthly live performances at LAUNCH studios in Los Angeles. The program, which includes sweepstakes promotions, enables the Doritos.com web site to align itself with a leading online music site to target a young, hard to reach demographic.
"We are excited to be able to build our relationship with Doritos and further extend their brand amongst music lovers," said David Goldberg, vice president and general manager, Music at Yahoo! "This initiative is a great example of how Yahoo!'s industry leading integrated marketing capabilities and core offerings bring big brand names closer to consumers, such as music fans through LAUNCH."
The Doritos.com web site will offer four sweepstakes to send winners to the Live@LAUNCH performances or to see a concert of their choice. Doritos.com also includes a feature called "Doritos All-Access" where visitors can register to win popular CDs through one-click registration.
"Doritos' commitment to LAUNCH, the premier online music destination, further extends our reach and presence in music and creates a brand experience for the youth market on-line," said Becky Johnson, vice president of marketing, Frito-Lay. "The Doritos Soundbites on Live@LAUNCH enables us to reach teens on the Web with new music features and promotions that are meaningful and engaging."
Through the program, there will be six Doritos Soundbites-sponsored Live@LAUNCH sessions which will include Train and five other break-through artists. Live@LAUNCH is the popular artist showcase on LAUNCH where music fans get on-demand access to live performances and interviews with today's hottest musicians and up-and-coming artists.
Doritos' online agency, AtmosphereBBDO -- part of the Omnicom Group, developed the Doritos.com web site as well as an extensive online media campaign and e-mail marketing program to launch the campaign.
LAUNCH (http://launch.yahoo.com), the music destination on Yahoo!, offers the most comprehensive music-related content, features and information available online. LAUNCH provides a wide selection of streaming audio, the Web's largest collection of music videos, exclusive artist features and music news covering all genres of music to Yahoo! visitors. Additionally, LAUNCH offers a compelling radio experience with LAUNCHcast, which enables users to customize their own Internet radio station or listen to dozens of pre-programmed music channels in a variety of genres.
Yahoo! Inc. is a leading provider of comprehensive online products and services to consumers and businesses worldwide. Yahoo! is the No. 1 Internet brand globally and the most trafficked Internet destination worldwide. Headquartered in Sunnyvale, Calif., Yahoo!'s global network includes 25 world properties and is available in 13 languages.
Frito-Lay North America is the convenient fun foods division of PepsiCo, Inc., which is headquartered in Purchase, NY. Frito-Lay makes and sells some of America's favorite snack brands including Lay's potato chips, Ruffles potato chips, Doritos tortilla chips, Tostitos tortilla chips and Cheetos cheese-flavored snacks. The company also makes and sells Cracker Jack snacks, Quaker Chewy granola bars, Fruit and Oatmeal bars, Gatorade energy bars and Quakes rice snacks.