South by Southwest is going Gaga.
With the tasks, which the company is calling "bold missions," Doritos is once again turning to the public to assist in its marketing efforts. For the first challenge, the company is calling on Gaga fans to upload photos and videos of themselves expressing their individuality through a "bold action."
"I believe being an individual and speaking your mind is one of the boldest things you can do," Gaga said in a video announcing the contest.
Doritos has a history of using advertisements made by fans and has invited people to submit their own Super Bowl commercials for the last eight years. The most recent "Crash the Super Bowl" contest drew about 5,400 submissions.
"We've never done anything with this scale," Krishnan said.
A portion of the money paid to Gaga for the SXSW performance will go to her non-profit organization, the Born This Way Foundation, which aims to combat bullying and promote acceptance of differences.
The company's past lineups have included artists such as LL Cool J and Ice Cube.