How could we make Doritos integral to the partnership and not just a logo in the game?First, we gave Doritos fans unprecedented control by letting them choose the Madden cover athlete for the first time ever.

Doritos then released two Madden-inspired flavours - Stadium Nacho and Tailgater Barbeque - and distributed them in the electronics aisle at major retailers so fans could pick up their favourite game and snack in one go.Most importantly, Doritos created a first-of-its-kind 3D mode for Madden that could be unlocked only with a Doritos bag. Gamers could experience this brand-new dimension (known as Doritos 3D Mode) simply by purchasing a bag of chips.To promote the experience, we created a first-ever 3D takeover on ESPN.com. Then, we convinced the editors of ESPN The Magazine to build a six-page 3D photo spread surrounding an insert featuring our Doritos 3D glasses - a first-of-its-kind execution.

Intense buzz-Garnered over 400M PR impressions-Covered in 120-plus articles among top gaming sites and media properties-Contributed to Doritos being the No. 1 most buzzed-about brand among all beer, beverages and snacks (AdAge/Zeta Research, 2010)Intense engagement-Time spent on Doritos’s site was twice the industry benchmark-Media click-through rates were nearly twice the category benchmark-Helped generate over 700K additional Facebook “Likes”Intense sales-Contributed to Doritos’s highest sales week in over five years at the launch of the campaign-100% Sold out of Madden-inspired flavours