and Win a Million Bucks

September 5, 2012

I enjoy it when companies use out-of-the-box domains for branding and advertising campaigns, such as when I previously wrote about Dominos Pizza’s use of

Today I saw that Frito-Lay, a division of PepsiCo, is using the domain as part of a new contest for their Lay’s brand potato chips, giving anyone the chance to create a new potato chip flavor, with a $1 million prize going to the lucky winner.

As was the case with Dominos use of, Frito-Lay is also forwarding the clever-sounding domain directly to an app on their Facebook fan page.

However, as you’ll note from the commercial above, unlike Dominos they are not actively promoting the domain itself, but instead are pushing users through a Facebook URL.

This seems to make the domain more of a defensive registration than anything else.

Also of interest here is that had been formerly registered and dropped by at least two previous owners before finding its way into the hands of Frito-Lay.  You can find the domain listed within the archives of two sites that publish data on expired domains, namely: in 2002 and in 2009.

There is no publicly reported sales history for the domain, so it is unknown whether Frito-Lay acquired it from another owner (and if so at what price) or whether it was available at the time of registration which the Whois record shows to be March 28, 2012.

Given the size of the end-user, this could have been a nice pay day for one of the previous owners had they not let it drop.

That brings us to the million dollar question: Is the kind of domain you would have been willing to hold onto for 10+ years in hopes of a pay day?

For those that answered yes, I submit that you would have still had better odds of collecting a million dollar check from Frito-Lay by entering their contest than you would have through a sale of the domain.  There are too many amateur domainers that might have stubbornly turned down a five or even six-figure offer on such a name falsely believing that because the end-user is so deep-pocketed that they must have the domain at any price.

On another note, Frito-Lay is also using the British-English version for its European campaign under the Walker’s Potato Crisps brand name.

{ 65 comments… read them below or add one }

Becky Gilmore February 10, 2014 at 9:58 pm

Chili hot dog, sweet and sour.


timbleser February 13, 2014 at 5:04 pm

The new flavor should be bacon & cheese( sharp or swiss


ella chalk February 16, 2014 at 7:54 pm

i think you should name the next chip the real chocolate chip


Margaret Garcia Lopez February 18, 2014 at 12:43 pm

Flavor name and chip choice. Is Lay’s Limon Flavored Potato Chips. Ingredients it has Citric Acid, Natural Flavors, limon seasoning. What inspired my flavor. I purchase Lay’s Limon potato chips , because I Love there Lime Flavor and they are always packaged so well that they contain there flavor longer and the chip contains its freshness. The size of the chips are large and the delicious Lime flavor gives a satisfying goodness in my mouth. They go well with any tye of sandwich, or party snack.

I would also ask of you for a new added flavor of chile/red to even give it a smacking refreshing taste.


priscilla lindsey February 19, 2014 at 1:46 pm

new flavor is kosher dill/picante sauce KETTLE COOKED


Susan Kelly February 22, 2014 at 8:43 pm

Sweet potatoe lays with cinnamon sugar


Paula Bain February 27, 2014 at 8:33 pm

Summer Breeze Tropical Flavor with pineapple. Cool tropical flavor.


Shelva Hauer March 7, 2014 at 9:09 pm

Apple Pie Chips: Apple Flavor, Cinnamon, & Brown Sugar. On Wavy Chips. Nothing like a piece of Mon’s home made Apple Pie. Would come home from school an open the door Mon’s baked Apple Pie for Supper. What a memory.


Felix esquivel March 20, 2014 at 12:21 pm

Excellent teste


Raven Meredith March 23, 2014 at 1:18 pm

I think the new chip should be wavy Bacon Cheddar Ranch!!!


Mike March 23, 2014 at 9:45 pm

do me a flavor and read the post before commenting


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