Doritos Is Going To Pay For Your Video Game

Sweet. Doritos has asked videogamer to submit a game concept that Microsoft will build for its Xbox 360 gaming platform. It’s a gamers dream -sort of. The “Unlock Xbox” challenge asks consumers to submit a 500-word concept ideas for a game that involves the Doritos brand image, whether emphasizing the snack food’s shape, flavor or “intensity.” Five finalists will be selected for which, Microsoft will build prototypes where the public can vote to determine a winner. The final champion will have their game made and released next summer.

In case you didn’t know, there are probably millions of adults and teenagers sitting around wishing they were a game developer. This taps into their desire. Think of it – you win the Doritos challenge. Next stop? Electronic Arts. Agency Goodby, Silverstein & Partners will promote the contest with ads carrying the tagline, “You dream it. We build it.” Like that bit. Still… Wondering if the shop came up with the concept of the competition, too or they’re just playing a supporting role. Ideally, it’s the former, but you know… who needs an agency anymore?

And this is why Doritos rocks – they get it: “It’s not about what’s the next tactic in consumer-generated advertising,” said Rudy Wilson, brand manager at Doritos. “We know they love Doritos and they have other loves. How do we combine the loves?” Precisely. Video games and the crunchy chips go hand-in-hand. Doritos is a classic munchie food. Wonder how they’re going to rope in the potheads.

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