Frito Lay Canada is looking for another chip-naming guru after launching its Doritos Viralocity campaign on the Canadian broadcast of Sunday's Super Bowl.

Similar to the award-winning Doritos Guru campaign that launched during last year's Super Bowl–a campaign that won two Digital Marketing Awards golds and was short listed in Cannes–Frito Lay and agency partners BBDO and Proximity are asking consumers to come up with the name of a new Doritos flavour hitting shelves Feb. 14.

However, Frito Lay is upping the prize pot and the social media components for 2010.

Entrants must produce a video about their suggested Doritos name and then use social networking know-how to try and make the video go viral.

Points will be awarded for things like unique views, Facebook views, and external embeds (each worth five points) and retweets (each worth one point).

The person with the most points by March 31 will win $100,000. If the winner manages to rack up more than 10 million points, he or she could win another $150,000.

Frito Lay is also planning a special party on Much Music and MusiquePlus to present the cheque and share some of the other videos entered in the contest.

The campaign launched with two TV spots during yesterday's big football game on CTV.

Shot in a faux-amateur, hand-held camera style, the first spot had a young guy promising to turn the "huge pile of junk" in his bedroom into a "huge pile of cash." The second ad showed the same guy in a comical robot/alien outfit that fired Doritos at his unsuspecting father.

Frito Lay was available to comment by press time.