Plano based Frito-Lay awards man for video game idea

by PegNews wire

Doritos announced the release of "Doritos Dash of Destruction," the game concept created by Mike Borland, winner of the 2007 Doritos "Unlock Xbox" challenge, for Xbox LIVE Arcade. Borland, of Sewickley, Pa., was one of thousands of contestants from across the country that submitted his original video game concept in a first-of-its-kind opportunity that invited fans to think of an Xbox LIVE Arcade game idea that brought to life the bold spirit of the Doritos brand. "Doritos Dash of Destruction" makes its debut today at the Xbox LIVE Arcade.

Borland's inspiration for "Doritos Dash of Destruction" was a fusion of his passion for racing games and his love of Doritos. With each round in the game, players choose to control one of two unconventional characters -- a hungry Tyrannosaurus Rex chasing a delivery truck loaded with crunchy Doritos tortilla chips, or the Doritos delivery truck driver, racing to escape the clutches of the T-Rex. As the chase begins, havoc ensues as the lumbering dino barrels through the completely destructible city resulting in an intense game of cat-and-mouse.

"Doritos Dash of Destruction" offers several exciting gameplay options: fast-paced single-player, and local multi-player Zen and Chaos modes. This game is sure to satiate any players' gaming needs.

Published by Microsoft and developed by NinjaBee, "Doritos Dash of Destruction" is available free of charge worldwide.

The "Unlock Xbox" campaign is the evolution of the Doritos brand allowing consumers to be in control. In 2007, the Doritos brand aired its first consumer-created commercial during Super Bowl XLI, as part of the first Doritos "Crash the Super Bowl" challenge. In 2008, the brand launched the music career of one of its talented fans by airing her original song in a music video during its Super Bowl XLII air time as part of its second annual "Crash the Super Bowl" program. Most recently, Doritos announced it will award a $1 million bonus if a fan-created Doritos Super Bowl commercial, aired during Super Bowl XLIII in 2009, claims the No. 1 ranking in the USA TODAY's annual Ad Meter -- becoming the first-ever consumer-generated ad to accomplish such a feat.

In addition to the Doritos "Crash the Super Bowl" challenge, in 2007 the brand put consumers in control with programs such as Doritos "Fight for the Flavor," which invited Doritos fans to determine which of two new flavors survived on store shelves and which one was pulled. Then, the brand launched the Doritos "X-13D Flavor Experiment," where consumers had a chance to name a new mysterious flavor of Doritos tortilla chips.

This year, "THE QUEST" campaign gave Doritos lovers a unique opportunity to choose how and when to get engaged in a multi-faceted program that had online and real world challenges. Fans were in control of how they participated in "THE QUEST" in everything from guessing a mystery flavor to solving virtual puzzles and competing in real-life adventures. In addition, Doritos put control into the hands of its consumers through a programming partnership with MTV.

Frito-Lay North America is the $11 billion convenient foods business unit of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo business units include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.

Source: Frito-Lay North America