Doritos tortilla chips â€“Â the bold, intense snack brand within PepsiCoâ€™s Frito-Lay division â€“ today announced that eight quarter-finalists have been selected from more than 1,500 unique game ideas submitted to the Doritos â€œUnlock Xboxâ€ program.
With a higher-stakes Unlock Xbox challenge this year, consumer votes will now determine the top three semi-finalists that will revisit Microsoft for one last pitch, where two finalists will be selected. Fans can vote for their favorite gaming concepts beginning now until December 31, 2009 at www.unlockxbox.com.
â€œAs we continue to put our fans in control of the Doritos brand, they continue to step up to our challenges and meet them with unwavering enthusiasm and creativity,â€ said Rudy Wilson,Â vice president, marketing, Doritos.Â â€œMany Doritos lovers are very passionate about gaming, and were excited to give them this unmatched level of engagement and ownership of Xbox LIVE Arcade.â€
â€œThis campaign represents a true value exchange,â€ said Mark Kroese, general manager of Microsoftâ€™s Entertainment Devices Advertising Business Group. â€œThe Xbox LIVE and Doritos communities get to become game developers and Doritos gets toÂ engage with their core consumers when they are receptive to their messaging â€“ while they are having fun.â€
The Doritos â€œUnlock Xboxâ€ contest challenged gaming fans to submit original Xbox LIVE Arcade game concepts that embodied the bold and intense Doritos experience in a unique way.Â From vehicle simulation to shooter games, the top eight entries represent a wide variety of gaming tastes.Â The eight quarter-finalists, as determined by a panel of Doritos and Microsoft judges, (in alphabetical order) are:
1.Â Â Â Â Â â€œArak Attackâ€ by Samuel Gaultlent of Bellevue, Nebraska
2.Â Â Â Â Â â€œAvatar Crash Courseâ€ by Jill Robertson of Raleigh, North Carolina
3.Â Â Â Â Â â€œFowl Playâ€ by Matt Kurtz of New Haven, Indiana
4.Â Â Â Â Â â€œHarms Wayâ€ by Justin Carpenter of Ogden, Utah
5.Â Â Â Â Â â€œHave A Ballâ€ by Keith Nelson of Spokane, Washington
6.Â Â Â Â Â â€œSkies Ablazeâ€ by BJ Chavez of Waskom, Texas
7.Â Â Â Â Â â€œThe Artifactâ€ by Jonah Masse of Dixmont, Maine
8.Â Â Â Â Â â€œThrownâ€ byJason Santaman of San Diego, Calif.
The eight quarter-finalists each will receive a prize package for their creativity, valued at more than $5,000.Â And, giving video game fans and Doritos chip-lovers everywhere even more reason to get in on the game, between now and December 31, 2009, visitors to www.unlockxbox.com will have a chance to instantly win great prizes everyday including a Xbox 360 Arcade and copies of Halo 3 ODST as they log on to cast their vote among the quarter-finalists.Â Promotion details and rules will be available on www.unlockxbox.com during the promotion period.
Unlock Xbox is one of many ways the Doritos brand continues to turn control over to consumers.Â The brandâ€™s commitment to fan-empowerment began with the Doritos â€œCrash the Super Bowlâ€ program, which started in 2007 and has turned the brandâ€™s Super Bowl advertising over to its fans every year.Â In addition, the brand has put consumers in control through a variety of other exciting opportunities, including the Doritos â€œX-13D Flavor Experiment,â€ where consumers had a chance to name a new mysterious flavor of chips; â€œTHE QUEST,â€ which engaged fans in a multi-faceted online and real-world adventure of challenges; and â€œDoritos Late Night,â€ which provided Doritos fans ground-breaking virtual musical performances by blink-182 and Big Boi through the power of augmented reality technology where fans could enjoy and control the performances in the palm of their hand.