Doritos and Microsoft Challenge Fans to Design the First-Ever Consumer-Created Xbox Live Arcade Game for the Xbox 360 Select Doritos Video Game Concepts Will Be Voted On By Gaming Fans With One

Idea To Be Developed For Release On Xbox LIVE Arcade in 2008

    PLANO, Texas, June 21 /PRNewswire/ -- The Doritos brand announced today
 that it is once again putting Doritos fans in control by partnering with
 Xbox 360 to let fans design the first-ever consumer-created Xbox LIVE(R)
 Arcade game. Together, the two brands are challenging people in the United
 States to think of an idea that takes the spirit of the Doritos tortilla
 chips brand and brings it to life on the Xbox 360. Five finalists will get
 to work side-by-side with Xbox LIVE Arcade development teams to build
 playable versions of their game concept which will be available online at
 http://www.snackstrongproductions.com. In addition, each finalist will also
 receive a prize package for their creativity, valued at over $6,000. In
 late October and early November, visitors to the site will have a chance to
 play working versions of the five finalists' games and vote for the one
 game concept they want to see developed for release.
     (Logo: http://www.newscom.com/cgi-bin/prnh/20070621/LATH045LOGO)
     Consumer votes will determine the winning game concept, announced in
 November 2007, to be developed by Xbox 360. Once released in summer 2008,
 fans everywhere will be able to download and play the first-ever
 consumer-created Xbox LIVE Arcade game for free.
     Doritos-inspired video game ideas can be submitted at
 http://www.snackstrongproductions.com between June 21 and July 29, 2007.
 Submissions must describe an original idea for a Doritos-inspired video
 game in no more than 500 words along with any other original elements or
 components gamers would like to have considered as part of their entry, to
 help describe, depict or illustrate the original idea. Beginning today,
 additional details about the creative challenge are available at
 http://www.snackstrongproductions.com.
     "Doritos fans continue to tell us how excited they are to be part of,
 and personalize, what is important to them," explains Ann Mukherjee, vice
 president, marketing, Frito-Lay. "Similar to past Doritos programs that put
 consumers in control, we hope 'Unlock Xbox' gives people a chance to
 express their own creativity, this time in the innovative world of gaming."
     Giving video game fans and Doritos chip-lovers everywhere even more
 reason to get in the game, between August 20 and November 18, 2007,
 visitors to http://www.snackstrongproductions.com will have a chance to
 instantly win great prizes including Xbox 360 consoles, Xbox Live Gold
 subscriptions and more with two consecutive online promotions. Promotion
 details, including rules, will be available on
 http://www.snackstrongproductions.com during the respective promotion
 periods.
     "We are always looking for new ways to connect with fans and give them
 unique opportunities for expressing their creativity that only Xbox 360 and
 our partners can deliver," said Mike Fischer, General Manager, US
 Marketing, Xbox 360. "With millions of gamers already engaging in Xbox LIVE
 fan forums and communities, we extend an invitation to them to jump in with
 their ideas for a fun, new Xbox LIVE Arcade game."
     The "Unlock Xbox" campaign is the evolution of the Doritos brand
 allowing consumers to be in control. Earlier this year, the Doritos brand
 aired two consumer-created commercials during Super Bowl XL as part of the
 Doritos "Crash the Super Bowl" challenge. These two ads kicked-off the
 first-ever consumer-created Doritos brand television ad campaign, in which
 all five of the Doritos "Crash the Super Bowl" finalists' ads aired on
 national television. Following Doritos "Crash the Super Bowl," the brand
 launched the Doritos "Fight for the Flavor" campaign to let Doritos fans
 vote to determine which of two new flavors survives on store shelves and
 which one gets pulled. Recently, the brand launched the Doritos "X-13D
 Flavor Experiment," where consumers have a chance to name the new
 mysterious flavor of Doritos tortilla chips by entering their ideas at
 http://www.snackstrongproductions.com.
     Frito-Lay North America is the $10 billion convenient foods division of
 PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay,
 PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.
 
 

SOURCE Frito-Lay North America