Last year, Doritos' Ketchup Chips were reintroduced in limited numbers after being absent from the shelves of stores for 10 years—then they sold out in a matter of five weeks. Now, to celebrate the return of the flavored potato chips, the brand is challenging its most devoted fans to a special showdown.
The interactive mobile app takes the form of a game called 'The Hold Out,' asking fans to press down on a button for as long as they possibly can. The winner will receive the last bag of Doritos' Ketchup Chips preserved in a glass case, in addition to a year's supply of chips. The unusual challenge will run throughout the month of March, giving millennials plenty of time on their spring breaks to spend time competing for chips.