It has nothing to do with Doritos, or their resurrecting 2 old flavors or whatever the supposed relevancy is.
That's fine. I could care less. It shows direct benefits and relevancy don't always matter. Not to say those things are inarguably important.
So if you want to try and sell marshmallows by having an online "how long can you virtually hold your breath under water" game thing, go for it. Could work.