Pizza roll snack food maker Totino's is trying to drive young people to an online video site tied to its sponsorship of the X-Games, reports Brandweek.

The snack food company has created its own microsite to house videos from two brothers it's sending across the country to attend the X-Games in Colorado. Within those videos brothers Den and Ken Buongiorno will be seen eating or at least mentioning Totino's product.

The company worked with Publicis Modem & Dialog East to create what it thought would be authentic and unobtrusive product placement so as not to alienate the spin-savvy - and spin-resistant - audience it's trying to reach.

The site also features polls allowing visitors to vote on what they want the brothers to do when they arrive at the games or mash-up their own snowboarding videos from clips available on the site.

There will also be music downloads available for free with proof of purchase from Totino's products, something the company is hoping will drive sales.