The packages include what appear to be regular nacho cheese flavored chips. But roughly one out of every six chips is super spicy, even though it looks like every other chip.
On social media, the brand will drive fans to a microsite where they can win prizes, roulette-style. The catch is that users must tag three friends on social media and enter as a team. At the end of the week, Doritos will pick the winning teams and announce it in a Vine video. For the winning team, three of the members will get good prizes -- like an X-Box One -- but one person will be stuck with a "mystery burn" prize: a dud prize like a piece of cardboard with an "X" on it.
Doritos will also host two live game show-style giveaways using Twitter's new Periscope streaming live-video app.