AUSTIN, TX -- For the first time, fans at next week's South By Southwest musical festival here will be invited inside the iconic five-story-tall Doritos vending machine stage. At 120 feet long and 52 feet high, this year's venue is the brand's largest, to date, in terms of total square footage. It will be packed with a multitude of LED screens and lighting that will display a mega light show when the artists take the stage.
Between musical acts, concertgoers will have the opportunity to experience the inner workings of the vending machine, including seeing their favorite Doritos chip flavors "vend" from the top.
Multi-platinum pop star Lady Gaga will headline a separate Doritos-sponsored #BoldStage on Thursday, March 13, at Austin's famous Stubb's Bar-B-Q. The Lady Gaga show was moved to the larger Stubb's BBQ venue last week after the city of Austin denied a permit request for the superstar to perform on the original, smaller vending machine stage, citing safety concerns.
The only way for fans to land a ticket to see Lady Gaga is to take Doritos up on a bold challenge, as part of the Bold Missions campaign launching at SXSW. Through Facebook, Twitter and Vine, the brand dares fans to pull off a range of stunts and challenges in return for prizes. At SXSW, the prize is one of 2,000 tickets to see Lady Gaga, and the missions include jumping from a 30-foot high platform to grab a dangling #BoldStage ticket.
The rest of Doritos events will be at the original vending machine stage. Last year's twist was that it was interactive, allowing concertgoers to control the lights and smoke machines and even pick performer LL Cool J's encore song on Twitter.
SXSW, held March 11-16, showcases more than 2,200 musical acts of all genres from around the globe on more than 100 stages in downtown Austin.