March 6, 2014
/PRNewswire/ -- Doritos, one of the marquee brands from PepsiCo's Frito-Lay division, today announced its return to the South by Southwest (SXSW) Music Conference and Festival in
, with its boldest headlining act to date: Lady Gaga. With an exclusive performance celebrating the multi-platinum-selling artist's latest album ARTPOP – which debuted at No.1 on the Billboard 200 – and her Born This Way Foundation, Lady Gaga will headline the Doritos #BoldStage on
Thursday, March 13
Through a special program that gives fans a chance to express their individuality, the only "ticket" to Lady Gaga's exclusive performance will be an act of boldness. From now until
Wednesday, March 12
, the Doritos brand will reveal a series of challenges – known as Bold Missions – that fans must complete for a chance to gain access to the show. The first Bold Mission – which Lady Gaga announced herself – is called #BoldBravery. It asks fans to share a picture or video that expresses their individuality through a bold action using the hashtags #BoldBravery and #BoldStage. The announcement video and official rules can be found on
"I believe that being an individual is the boldest thing you can do," said Lady Gaga, whose musical talent and cutting-edge style have led her to five Grammy Awards and 13 MTV Video Music Awards. Her global artRave: The ARTPOP Ball is one of 2014's biggest global tours. "I can't wait to see all creative, generous, brave and individual acts my fans take to gain access to the show."
Doritos Bold Missions
The only way for fans to see Lady Gaga on the Doritos #BoldStage is to complete one of the Doritos Bold Missions during the days leading up to SXSW. The Doritos Bold Missions will live on
– fans can follow the Doritos brand on
and Vine for updates. Doritos Bold Missions range from raising money as a street performer on
to trading your suitcase and everything in it for a Doritos suitcase.
For entry into the show, SXSW Music and Platinum badges and SXSW Music Festival and Artist Wristbands may go to the Connection Centers at the
Convention Center on
Tuesday, March 11
Wednesday, March 12
10:00 a.m. to 6:00 p.m. CDT
where they will be given their own unique Bold Missions. Upon completion of their missions, SXSW Music and Platinum badges and SXSW Music Festival and Artist Wristbands will have their SXSW credentials scanned by Connection Center personnel to enter a drawing for tickets to Lady Gaga's performance. After the drawing ends, the randomly selected winners will be sent an email with further instructions no later than 12 hours before the show. Winners will be instructed where to obtain their tickets. Entrants who are not selected will also be notified by email at this time. More details are available on
"For many years we have celebrated Doritos fans for their desire to get out of their comfort zone and own the moment. With Bold Missions, we're going above and beyond to reward these bold choices," explained Ram Krishnan, vice president of marketing, Frito-Lay. "Thursday night's performance will kick-off Bold Missions with the ultimate reward for our boldest fans – an unforgettable SXSW concert experience headlined by perhaps the boldest pop star of this generation, Lady Gaga."