Frito-Lay and Orbitz.com hit the road this week with a joint promotion for Doritos.
The Destination Doritos campaign centers on a sweepstakes dangling daily grand-prize trips for four.
Players register online at Doritos.com, then enter an on-pack code from Doritos Nacho Cheese or Doritos Cool Ranch to trigger an instant-win message. Each day, the site will award two grand-prize trips for four anywhere in the continental U.S. (96 trip prizes in all).
The game “allows each winner to pick the U.S. vacation destination that most excites them,” said Frito-Lay VP-shopper marketing Jeff Swearingen in a statement.
Lesser prizes include Garmin GPS systems (50 total) and Doritos-branded travel gear. Radio, P-O-P and banner ads support. The promo runs March 5 through April 21 via TracyLocke, Dallas.
It’s the first time Plano, TX-based Frito-Lay has partnered with online travel broker Orbitz, which is own by hotelier Cendant Corp. The game gives Orbitz good visibility in stores at a crucial time of the year, when consumers begin planning their summer travel.
“This partnership is an innovative way for leading packaged travel and packaged goods brands to create a retail win-win at point of sale,” said Orbitz CMO Randy Wagner in a statement.
Promotional packages also carry an offer for an Orbitz.com promotional code for discounts on future flights and hotel bookings.
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