Doritos is launching a campaign based around hugely successful video game Guitar Hero on the Xbox

Consumers who buy Guitar Hero packs of Doritos can visit the snack brand’s website, where they can enter an on-pack code which gives them access to a special advergame version of Guitar Hero. They have to play the game against the campaign’s lead character, Alan (who also features in the TV and other advertising for the promotion). If they can survive for a certain length of time, they will be entered into a draw to win one of three Guitar Hero 5 kits, which are being given every day for 80 days.

If they do particularly well, they can earn themselves a special spot prize.

Initials created the on-pack promotion for the campaign, with AMV BBDO responsible for creating Alan’s TV slot and the overall digital strategy. The flash-based advergame is once again being designed and produced by digital production outfit rehabstudio, who came up with the original game site concept and mechanic.

A secondary competition created by AMV BBDO calls on Facebook users across the UK to become Rock Gods.

rehabstudio also created this game, which involves users registering as Rock Stars by uploading their face onto a classic rock album cover, then getting as many friends as possible to sign up as ‘groupies’ by uploading a photograph of their pants. The Rock Stars with the most pants will be in with the chance of winning a night at the Ultimate Rock & Roll Royalty Party in a luxury Central London hotel suite.