Doritos Sponsors Yahoo! Music Program

LOS ANGELES Frito-Lay’s Doritos brand has signed on as the sponsor for a six-month program from Launch, Yahoo!’s music destination.

The program, called Doritos Soundbites on Live@Launch, features monthly live performances at Launch Studios in Los Angeles. As part of the program, Doritos will sponsor four sweepstakes to send consumers to Live@Launch performances or a concert of their choice. Participants will also have the chance to join “Doritos All-Access” to win CDs. Advertising for those oportunities will run on the Yahoo! and Launch sites.

The value of the sponsorship was undisclosed, but sources estimate that Doritos is spending in the high six-figures. Doritos spent approximately $22 million on ads last year, according to TNS Media Intelligence/CMR.

Doritos’ online agency, Omnicom’s atmosphereBBDO, developed a Web site that includes a co-branded music video player, Internet radio player and behind-the-scenes footage of the Live@Launch artists.

The sponsorship enables Doritos to gain access to teens and young adults, said Becky Johnson, Frito-Lay vice president of marketing. “We’re looking to develop our Internet presence with brands that have the kind of relevance and equity that Yahoo! and Doritos have with teens,” she said.

The event kicks off with rock group Train. Performances by five other artists will follow.