Zynga and Frito-Lay partner for virtual good rewards in Walmart snacks

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By AJ Glasser

In a second brand partnership announced in as many months, Zynga today reveals a Frito-Lay promotion that offers FarmVille, CastleVille and CityVille virtual goods through codes packaged in snacks sold at Walmarts across the U.S.

The snacks, which range from Cheetos to Doritos, offer Zynga players redeemable codes to use on participating games’ Game Card redemption tabs. People who redeem codes from four different snack brands and also use a $15 or $25 Zynga Game Card in the same game receive a “super reward” virtual item. These super items include special a “pegacorn” (pegasus/unicorn hybrid) in FarmVille, glowing glass condos in CityVille and the Red Knight’s horse in CastleVille. The campaign runs from today through April 12, with over 5 million branded snack bags now on sale at 3,400 Walmart stores.

Last month, Zynga announced a merchandising partnership with Hasbro that may or may not spawn a FarmVille Monopoly game at some point in the near future. Zynga has also experimented with plush toys and branded Slurpee drinks that offer similar promotion codes to those described in the Frito-Lay partnership.