How do brands stand out in the noise at SXSW? By having Lady Gaga perform in a giant Dorito’s vending machine looking stage, of course! Doritos will be launching their Bold Missions campaign featuring Lady Gaga and her Born This Way Foundation. A lucky 2000 participants will win a ticket to See Lady Gaga perform at the Doritos #BOLDSTAGE. The challenge entail fans following the brand on social media, complete one of Doritos’ bold missions, document it with Vine, Instagram, and tweet at the brand with #boldstage for a chance to win.
“For us, it starts with the consumer who lives at the intersection of technology and music. [..] This is our big launch for a campaign that will be happening all year” – Ram Krishnan, Frito-Lay vice president of marketing .
The brand is encouraging user generated content through the competition circling around the messaging of individuality. Nobody represents that better than Lady Gaga. Leveraging mobile and social media for marketing is a great move. Unfortunately, due to safety reasons, Austin denied Doritos the permit request for the giant vending machine stage. However, the show will be moved to Stubbs BBQ on March 13th, 2014 and the performance will be streamed live on Fuse.tv.
Lady Gaga stated in an interview with Rolling Stones Magazine regarding her #Boldstage concert:
“The ARTPOP performance at SXSW will be a completely one-off set and experience, I’ve been dreaming of this moment. It’s all about the music and the connection with the crowd, and I want the audience in Austin to see me live in a way I never have before. I love theatrics, but I started out singing at a piano with a Bud Light in a bikini. Performing at Stubb’s is a real blast from my past, I can’t wait to celebrate with the audience how far music can go when we believe and stick together. It’s moments like these that I live for.”
“My bravest acts have been the conceptual choices I’ve made when writing music. Whether I’m fighting for equal rights with Born This Way or fighting for creativity and art with ARTPOP, I’m always aware of the many I will face in opposition. With ARTPOP, I hope to inspire the audience at SXSW to cherish their individual talents. This simple act keeps music and art alive in a very commercial world.”
There’s no doubt that Gaga will put on a fantastic performance for Doritos and will be the biggest act to watch at SXSW. Doritos’ Bold Mission campaign is a great campaign to debut at SXSW and Lady Gaga is the best person to represent it. We can expect Gaga’s performance at SXSW to be nothing short of bold, brave, creative, and down right fabulous.