Cheetos, the one billion dollar brand from Pepsico’s Frito-Lay snack division, in order to get its fans going this summer, partnered with Ubisoft offering exclusive songs for the new “Just Dance Greatest Hits”, and yet to be released “Just Dance 4″ video games.
As a part of the promotion which will last until September 30 2012 or while the supplies last , fans will be able to gain access to two songs - Bollywood’s “Katti Kalandal” and Reggaeton’s “Baby Girl”, through the use of a nine digit code found on various Cheetos bags with special marks.
Ram Krishnan, Frito-Lay North America’s VP of marketing, commented on the partnership: “Busy, hectic schedules and unending task lists seem to take most people away from the chance to lighten up and have fun… The Cheetos brand is encouraging consumers to take a break from their daily routines — and what better way than by stepping onto the dance floor in the comfort of their homes.”
Just Dance is a video game series that uses motion sensors such as Microsoft Kinect for Xbox 360 or the built in system on Nintendo Wii to test players’ skills while they are trying to reproduce the dance moves given by the game. In the second phase of the partnership, Chester Cheetah, the official mascot of the Cheetos brand, will be integrated in the upcoming fourth edition of the game, allowing fans to dance along the playful cat.
Both Cheetos and the “Just Dance” series are extremely popular brands, and a partnership between them could have been a real success. However, by limiting the promotion to a “giveaway” of two lousy music tracks (to say the least) the companies have taken the collaboration on a road of doom. This is only the beginning, and maybe they come up with something better, but personally I think there is no chance that this will have a positive outcome.