An on-pack and online promotion, created by AMV BBDO, drives consumers to the website, where they are asked to enter a promotional code for a chance to win an Xbox 360 and Guitar Hero World Tour kit.
In order to complete their competition entry, users will need to ‘out-rock' Alan, by successfully playing a Guitar Hero-inspired game hosted on the website.
The game uses an original rock track composed for the campaign sung by Robin McAuley, the lead singer of Survivor, whose hits include Eye of the Tiger.
Consumers can also use a combination of Facebook Connect and a bespoke rock star personalisation widget, which were developed by Unruly Media, to further demonstrate their rock credentials.
The social campaign will be supported by activity on MySpace, Facebook, Bebo, Twitter and Spotify.
Doritos has also launched the sequel to last year's frightening Hotel 626 campaign, taking the action from a haunted hotel to a lunatic asylum.
The , which was created by Goodby, Silverstein & Partners can only be accessed between 6pm and 6am for maximum horror effect.
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