Contact:

Chris Kuechenmeister

Doritos

972-334-2044

Chris.Kuechenmeister@pepsico.com

 

Jessie DiMariano

Edelman for Xbox LIVE Arcade

206-268-2211

jessie.dimariano@Edelman.com


  “Avatar Crash Course” and “Harm’s Way” Compete Head-to-Head for Contest Grand Prize; Winner to be Announced Live on Xbox LIVE on Dec. 29, 2010


 PLANO, Texas (Dec. 9, 2010) – The Doritos brand and Microsoft today unveiled the much-anticipated, fully playable Xbox LIVE® Arcade game versions for the Xbox 360® video game and entertainment system from Microsoft of “Avatar Crash Course” created by Jill Robertson of Raleigh, N.C., and “Harm’s Way” created by Justin Carpenter of Ogden, Utah – the two finalists in the Doritos “Unlock Xbox” challenge. This one-of-a-kind competition invited fans in the United States to think of an Xbox LIVE Arcade for Xbox 360 game idea that brings to life the bold, intense spirit of the Doritos brand for the chance at the contest grand prize – a $50,000 cash reward and the opportunity to consult with Doritos on gaming for six months. Beginning today, fans can download and play each finalist’s game on Xbox LIVE and vote for the grand prize winner to be announced live on Xbox LIVE on Dec. 29, 2010.


This marks the second time PepsiCo’s Frito-Lay division has brokered a partnership between the Doritos brand and Microsoft to provide video game enthusiasts the opportunity to play a lead role in developing their own unique video games. After voting closes, fans can continue to play each game online.


“Doritos lovers are passionate about gaming so we created this contest with Xbox to give them an opportunity to make their dreams come true in a unique and ultra-creative way – by developing a video game based on their own ideas and inspiration,” said Rudy Wilson, vice president of marketing, Doritos. “The submissions we received blew us away, and we’re excited to now turn over the fully playable finalist games to our fans so they can help us crown a winner.”


This year’s contest, which was first announced in August 2009, invited fans to submit their creative ideas in the fall of 2009. From there, eight quarter finalists were chosen and fans voted online for their favorites based on video pitches made to Microsoft. Then in early January 2010, the field narrowed to the top-three contenders who traveled to Seattle for one final pitch to executives from Microsoft and Doritos, where the selection of the final two concepts was made.


From January until Dec. 8, 2010, the two finalists worked hand in hand with a renowned team of professional developers to transform their creative visions from paper to full Xbox LIVE Arcade games. From animation and music to the plot lines and characters, each game holds true to its creator’s vision. The entire process can be experienced through an online documentary video series that fans can watch by visiting www.unlockxbox.com.


The Doritos Unlock Xbox challenge is one of many ways the Doritos brand continues to bring its fans access to unparalleled experiences. The brand’s commitment to fan empowerment began with the Doritos “Crash the Super Bowl” program, which has turned the brand’s Super Bowl advertising over to its fans for the last five years. Doritos has continued to put consumers in control through a variety of other exciting opportunities that have broken new ground in gaming and entertainment.


Frito-Lay North America is the $12 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana. Learn more about Frito-Lay at the corporate Web site, http://www.fritolay.com/ , the Snack Chat blog, http://www.snacks.com/ and on Twitter at www.twitter.com/fritolay.


PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales.  Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries.  With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose.   
By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide.  For more information, please visit www.pepsico.com.


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