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SYS-CON MEDIA Authors: Liz McMillan, Pat Romanski, Carmen Gonzalez, Kevin Jackson, Peter Silva

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Lady Gaga Rewards Only The Boldest Of Fans With One-Of-A-Kind Performance On Doritos #BoldStage At Stubb's At South By Southwest

More than 2,000 fans complete Doritos Bold Missions to gain access to Lady Gaga's show

PLANO, Texas, March 14, 2014 /PRNewswire/ -- More than 2,000 of Lady Gaga's "boldest" fans were rewarded with an historic musical performance when the multi-platinum selling, five-time Grammy-winner took the Doritos #BoldStage Thursday night at the South by Southwest (SXSW) Music Conference and Festival at Austin's legendary Stubb's Bar-B-Q. In an exclusive show celebrating Lady Gaga's Born This Way Foundation, just before her upcoming global tour – one of 2014's biggest – the performance was only accessible for fans that proved their boldness through a series of challenges, known as Doritos Bold Missions. From raising money as a street performer on Red River to trading their suitcases and everything in them for a Doritos suitcase, fans stepped out of their comfort zones and made bold choices. As a result, these bold fans were met with an even bolder reward — the chance to see Lady Gaga perform live. Fans unable to be in Austin for Lady Gaga's Thursday night performance can catch the show when it is rebroadcast on March 29 at 10 p.m. EDT / 9 p.m. CDT on Fuse, the national music television network of The Madison Square Garden Company.

Following Lady Gaga's one-of-a-kind performance at Stubb's, the Doritos #BoldStage now heads to the lot at Carmelo's Ristorante Italiano on the corner of 5th and Red River, transforming into a larger-than-life vending machine turned concert stage geared up for a weekend filled with bold musical acts, including Ludacris, Far East Movement and Schoolboy Q. For the remainder of the festival, Doritos, one of the flagship brands of PepsiCo's Frito-Lay division, will continue rewarding fans that complete Bold Missions with VIP access to see Friday and Saturday night showcases on the Doritos #BoldStage. While all of the Bold Missions will live on www.Doritos.com, fans can follow the Doritos brand on Facebook, Twitter, Instagram and Vine for updates. To learn more and for official rules, fans can visit Doritos.com.

Marking its third consecutive appearance at SXSW, the signature Doritos #BoldStage is becoming even bolder for this year's festival. For the first time ever, fans will be invited inside the vending machine for a truly out-of-this-world musical experience. Standing at nearly 120-feet in length and 52-feet high, this year's Doritos #BoldStage is the largest to date in terms of total square footage, and will be packed with a multitude of LED screens and netted LED lighting that will display a mega lightshow when the artists take the stage. In between musical acts, fans will have the opportunity to experience the inner workings of the vending machine, including seeing their favorite Doritos chip flavors "vend" from 52 feet high. Interactivity will again be a theme with this year's venue: using the hashtag #BoldStage, fans will be able to use Twitter to impact the special effects during the concert, including lasers, smoke machines, confetti and pool animals.

The complete musical lineup at the Doritos #BoldStage for Friday and Saturday includes:

Friday
7:30 p.m. — Dub FX
8:20 p.m. — Astr
9:20 p.m. — Cash Cash
10:20 p.m. — Big Freedia
11:20 p.m. — Far East Movement plus Riff Raff

Saturday
8 p.m. — Lil Dicky
9 p.m.Young Fathers
10 p.m. — Kid Ink
11 p.m. — Schoolboy Q
12 a.m. — Ludacris

SXSW registrants and SXSW Music wristband holders will be offered priority admission to the Doritos #BoldStage on Friday, March 14 and Saturday, March 15.

Throughout 2014, fans can continue checking Doritos.com for the chance to complete other Bold Missions with each challenge offering its own unique bold reward. The Doritos Bold Missions initiative builds on the brand's "For the Bold" global marketing campaign that was first introduced at SXSW in 2013 and celebrates the Doritos brand's legacy of empowering its fans to seize the moment and live boldly.

About Doritos
Doritos is one of the leading brands from PepsiCo's (NYSE: PEP) global snack portfolio. To learn more about the Doritos brand, visit its website at www.doritos.com.

About PepsiCo
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales.  Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world.  PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo.  We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate.  For more information, please visit www.pepsico.com.

Follow PepsiCo:

About SXSW Music
South By Southwest (SXSW) Music Conference and Festival, taking place March 11 - 16 2014, features a legendary festival showcasing more than 2,200 musical acts of all genres from around the globe on over one hundred stages in downtown Austin. By day, the Austin Convention Center comes alive with conference registrants doing business in the Trade Show and partaking of a full agenda of informative, provocative panel discussions featuring hundreds of speakers of international stature. In its 28th year, SXSW remains an essential event on the music industry calendar. For more information, access our website at http://sxsw.com.  

SOURCE Frito-Lay North America

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