Advertising Age: Frito-Lay Puts Cheetos Brand in Bloggers’ Hands
Federated Media Ad Buy Asks Users to Create Sponsored Content on Boing Boing, Other Channels

Mass marketers have generally taken a wary stance toward blogs, but Frito-Lay isn’t just embracing bloggers, it’s letting them define their brand.
The snack-maker is sponsoring seven blogs in a sizable ad buy through Federated Media for its Cheetos brand, including the flagship tech/culture blog Boing Boing, several Next New Network channels, tech-news website Mashable, Makezine and Outblush.