Doritos Builds Tweet-Powered SXSW Stage That's More Awesome Than the Acts on It

Also preps new global ad campaign

Doritos has built a 62-foot-tall, tweet-powered concert stage designed to look like a giant vending machine that turns your tweets with the hashtag #BoldStage into a real-time concert-control mechanism at SXSW. Confused as to how? They've made a handy infographic (below) to 'splain. You can not only use your furious tweeting power to choose the opening act at the Doritos gig, you get to choose their playlist, and then, just to mess with them, you control the special effects. That's right—smoke, balloons, pyrotechnics and fricking lasers are all in your hashtagged hands. So, of course, you can also send pictures of yourself having a freaking awesome time directly to the four-story-tall screen in the arena! There's a 9.6-second lag, presumably to make sure you don't tweet your beets. LL Cool J, Public Enemy, Ice Cube and Doug E. Fresh will be sharing the stage with Doritos' awesomely awesome creation of pure LED force. Listen to a low-energy LL ramble about it in the video below. But who really cares about the has-beens on the stage when they'll also be premiering new ads that launch the first Doritos global campaign titled "For the Bold" that will completely change the brand's look and feel?