Challenge

Doritos wanted to reach a large number of age 18-34 gamers to generate excitement about the brand, engage the audience, and ultimately drive sales.


Solution


Microsoft Advertising helped Doritos challenge its fans with an Unlock Xbox video game contest. Capturing the essence of the snack food, the contest offered those with a game concept the chance to bring their game to life, plus the opportunity to win a $50,000 gaming consultant project with Doritos.

From more than 1,500 contestants, an expert panel narrowed the candidates to the top eight. Xbox visitors cast their votes to determine the final three, who traveled to Microsoft headquarters to make their pitch. The two finalists worked with professional game developers to create their games, Doritos Crash Course and Harm’s Way, which were then unleashed on Xbox LIVE for free download; gamers could vote on their favorite game.


Result


The winning game was the fastest-downloaded Xbox LIVE Arcade game in the console’s history, with more than 1 million downloads in just the first two weeks. More than 50 percent of those who saw the Doritos ad on Xbox LIVE clicked to learn more about the contest and games, and more than 40 percent voted for their favorite game.

In addition, 72 percent took action, including buying Doritos and telling friends about Doritos, after seeing the Doritos ad on Xbox LIVE.

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