Web portal Yahoo on Thursday announced that it will conduct a teen marketing campaign in partnership with Frito-Lay. The push is pegged to Yahoo's video service, Launch, which is a sign that advertisers of packaged goods for consumers are warming to broadband media.
Under the deal, Frito-Lay will be the exclusive sponsor, for six months, of Live@Launch, the real-time video and entertainment section of Yahoo's media player. It will back monthly live performances at Launch's Santa Monica studios under the banner "Doritos Soundbites," to promote the Doritos Web site and sweepstakes promotions. Frito-Lay North America is a unit of Purchase, N.Y.-based PepsiCo. The terms of the deal were not disclosed.