Frito Lay?s Cheetos brand is taking an innovative approach to multi-device gaming with a new experience that leverages a mobile device as a remote control for a YouTube game.

The Cheetahpult game claims to be the first dual-screen game experience on a YouTube channel. Consumers play the game by using either their smartphone or desktop?s mouse as their remote.

?This game falls in sync with the brand?s new TV spots, using the same set design with Chester coaxing the players with witty and mischievous commentary throughout,? said Chris Kuechenmeister, spokesman for Frito-Lay, Plano, TX.

?The goal of the game is to complete each level by landing four Cheetos snacks ? as many as the flavors in the new Cheetos Mix-Ups snacks ?  in the dad?s mouth and getting the highest score possible, within a time limit of 60 seconds,? he said.

Game on mobile
The desktop experience is available on Cheetos? YouTube account at www.youtube.com/cheetos.

If consumers use their smartphone as the remote, a call-to-action prompts them to type a mobile Web site into their browser. The game uses Wi-Fi to link the mobile and desktop experiences together.

Once the mobile site loads, the handset becomes a remote control for the game.

Consumers then have to aim their mobile device at their desktop screen and aim Cheetos into the game character?s mouth by swiping their finger vertically across the screen.

The game has three levels including a dining room, kitchen and living room scene and targets families that rely on using multiple devices together.

Dual screens

Past efforts
Cheetos also recently launched a mobile application called App of Massive Distraction that includes three free games. Users can then unlock additional content by scanning UPC codes (see story).

The app includes a call-to-action for Cheetahpult, but when users click through, the mobile browser opens to Cheetos? YouTube page.

Compared to other second-screen initiatives, what is unique about the Cheetos campaign is that it uses a mobile Web site and does not require consumers to download an app.

The effort will also likely help Cheetos increase YouTube traffic and subscribers.

?Although the Cheetos 'App of Mass Distraction' directs people to Cheetahpult, using a mobile browser increased our reach beyond those who may use mobile apps,? Mr. Kuechenmeister said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York