Pennsylvania Gamer Mike Borland Fulfills Dream of Making His Own Video Game as Doritos Unlock Xbox Contest Winner Fan Selected Favorite to be Developed by NinjaBee Xbox LIVE Arcade Release

in Summer 2008



    PLANO, Texas, Nov. 19 /PRNewswire/ -- Today, Doritos announced that
 "Doritos Dash of Destruction," the game concept created by Mike Borland of
 Sewickley, Pennsylvania, is the winner of the Doritos "Unlock Xbox"
 challenge. This first-of-its kind opportunity invited fans in the United
 States to think of an Xbox LIVE(R) Arcade game idea that brings to life the
 bold spirit of the Doritos brand. Between October 29, 2007 and November 18,
 2007, Doritos lovers and gamers visited
 http://www.snackstrongproductions.com to play and vote on their favorite
 Xbox LIVE Arcade game demo conceptualized by each finalist, with Mike
 Borland resulting as the fan favorite.
     Now, Mike Borland will collaborate with Xbox and renowned game
 development studio NinjaBee, a subdivision of Wahoo Studios, to bring the
 intended tone, appearance and experience of his creative vision to fruition
 from the ground up. NinjaBee has a track record of publishing hit games for
 the Xbox LIVE community, including such hits as Cloning Clyde, Outpost
 Kaloki X and Band of Bugs. A full scale game of "Doritos Dash of
 Destruction" will be available for free on Xbox LIVE Arcade in summer 2008.
 Until then, fans can continue to play all five beta games at
 http://www.snackstrongproductions.com.
     "The overwhelming voting response from the gaming community just goes
 to show that every one of our five finalists' concepts embodied a truly
 bold and intense gaming experience," said Ann Mukherjee, group vice
 president, marketing, Frito-Lay. "Now, we look forward to watching the
 evolution of 'Doritos Dash of Destruction' as we celebrate Mike Borland's
 innovative idea."
     Mike Borland's inspiration for "Doritos Dash of Destruction," was a
 fusion of his passion for racing games and his love of Doritos. With each
 round in the game, players choose to control one of two characters -- a
 hungry T-Rex chasing a delivery truck loaded with crunchy Doritos tortilla
 chips or the delivery truck driver, racing to escape the clutches of the
 T-Rex. As the chase begins havoc ensues as the lumbering dino barrels
 through the completely destructible city resulting in an intense game of
 cat-and-mouse.
     "To have the opportunity to create an Xbox LIVE Arcade game is a
 gamer's dream," said Mike Borland. "This entire experience has been
 wonderfully surreal, and I am so grateful to Doritos, Microsoft and
 everyone who voted for my idea. Now, I can't wait to starting working with
 the experts to fully-develop 'Doritos Dash of Destruction'!"
     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. Just months later, 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.
     Most recently, Doritos announced its search for an unsigned musical act
 to have its original song performance aired during Super Bowl XLII, in
 place of Doritos commercials. To compete, aspiring artists can submit audio
 and video files of their original song performance at
 http://www.snackstrongproductions.com now through November 25, 2007.
     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

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