Gaming is the manifestation of hyperlife and satisfies our consumers’ need for stimulation and participatory experiences. For Doritos’ inaugural foray into the gaming world, we provided a once-in-a-lifetime opportunity for consumers to create their own videogame.

We mobilized fans and created a community of aspiring game designers who shared ideas and feedback. Five game concepts were selected by Xbox to be developed as web-based beta versions and posted on the Unlockxbox site for the community to vote for their favourite. Over 100,000 people decided the winning game, which became the first user-generated XboxLiveArcade title and was available for download to the entire Xbox gaming community.

The winner, Mike Borland, worked throughout the development process with renowned Xbox 360 video developer, NinjaBee, to complete his game and see it come to life on XboxLIVE, where 10 million+ users could download it and play for free.

Each branded game experience for the winning campaign averaged over 30 minutes per session. There were a total of over half a million viewing hours – in just the first six weeks after launch! The blogosphere was abuzz with news and comments around the contest, winners and game concepts. The game became the fastest game to reach 1MM downloads in the history of Xbox. Doritos saw overall dollar sales of single serving bags (critical to the youth segment) increase by double-digits vs. same time last year. C&G stores also yielded double-digit in dollar sales vs. the same time last year.