Jun 21, 2007 6:05 AM, PROMO Xtra, By Betsy Spethmann

Xbox fans visit Doritos' Web site to submit their game designs

Frito-Lay is adding a joystick to Doritos’ consumer-control marketing strategy, staging a videogame design contest with Xbox.

The Unlock Xbox contest asks consumers to design a videogame featuring
Doritos for Xbox LIVE Arcade. Five finalists will work with Xbox game designers to create an online version of their games. Then consumers get to vote in November on those five, and Xbox will produce the winning game to be released in summer 2008 on Xbox Live Arcade.

The contest kicks off today. Entrants submit their ideas at Doritos’ site, SnackStrongProductions.com, through July 29.

To drive traffic to the site, Frito-Lay will run two promotional overlays from Aug. 20 through Nov. 18. Those instant-win games will give away Xbox 360 consoles and Xbox Live Gold subscriptions as well as smaller prizes.

“Doritos fans continue to tell us how excited they are to be part of, and personalize, what is important to them,” said Ann Mukherjee, Frito-Lay’s vice president of marketing, in a statement. “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.”

The promotion comes in the midst of Doritos’ stealth campaign for its newest flavor, Doritos X-13D (Promo Xtra, June 19, 2007).

That random-draw sweepstakes invites consumers to submit a name for the flavor (which tastes like cheeseburgers), but it doesn’t promise to use the name that the sweeps’ winner submits. That diverges from recent Doritos promos that put consumers squarely in control of the brand’s creative direction, from its Crash the Super Bowl ad contest to its Fight for the Flavor competition that let consumers choose one of two flavors to keep on-shelf.

Frito-Lay approached Xbox with the idea for the contest, said Doritos brand manager Rudy Wilson.

“We thought, ‘We have a whole year of consumer-controlled marketing. What else do consumers want to be a part of? Where else can we give them control?’ Gaming is one area, so we approached Xbox.”

Initially, the partners considered more traditional in-store tactics, but “they loved this idea, and the fact that we share the same consumer,” Wilson said. “They were looking for ideas to connect with their target in a new way, too.”

The Unlock Xbox tie-in gives Microsoft’s Xbox some packaged goods real estate to promote its Xbox Live Arcade subscription gaming service.

“We are always looking for new ways to connect with Xbox fans and give them unique opportunities for expressing their creativity that only Xbox and our partners can deliver,” said Mike Fischer, general manager of U.S. marketing for Xbox, in a statement. “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 360 game.”

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info