The Summer Bible will host “courageous videos and the best summer hacks” and encourage people to make the most of summer.
The Lad Bible will document its own experience on Twitter, Periscope and Snapchat, as it leaves the office, flies to Ibiza and returns by 9.30am the next day.
People who share their “bold summer experiences” will be eligible to appear on the online hub and be crowned ‘Lads of the summer’.
Michael Walford, the marketing manager at Doritos, said: “We’re working hand-in-hand with The Lad Bible and OMD UK to create the go-to destination for people who want to make the most of summer. With endless bold content, inspiring videos and some of the most amazing ideas being shared on a daily basis, we’re looking forward to helping our consumers have an amazing summer.”
James Wigley, the commercial director at 65twenty, which owns The Lad Bible, said: “Almost half the UK male 18- to 34-year-old population follow The Lad Bible, so we’re excited about bringing a series of great adventures to them in the Doritos Summer Bible hub. Our 12-hour holiday – broadcast live on Periscope – is the beginning of a unique experiment that will help to inspire our audience in making the most of the summer fun.”