Doritos Unlock Xbox Contest Winner

November 19, 2007


Fan Selected Favorite to be
Developed by NinjaBee  Xbox LIVE Arcade Release in Summer 2008

Today, Doritos announced that
"Doritos Dash of Destruction," the game concept created by Mike Borland of
Sewickley, Pennsylvania, is the winner of the Doritos "Unlock Xbox"challenge.
This first-of-its kind opportunity invited fans in the United States to think of
an Xbox LIVE® Arcade game idea that brings to life the bold spirit of the
Doritos brand. Between October 29, 2007 and November 18, 2007, Doritos lovers
and gamers visited
  to play and vote on their favorite Xbox
LIVE Arcade game demo conceptualized by each finalist, with Mike Borland
resulting as the fan favorite.

Now, Mike Borland will collaborate
with Xbox and renowned game development studio NinjaBee, a subdivision of Wahoo
Studios, to bring the intended tone, appearance and experience of his creative
vision to fruition from the ground up. NinjaBee has a track record of publishing
hit games for the Xbox LIVE community, including such hits as Cloning Clyde,
Outpost Kaloki X and Band of Bugs. A full scale game of "Doritos Dash of
Destruction" will be available for free on Xbox LIVE Arcade in summer 2008.
Until then, fans can continue to play all five beta games at

"The overwhelming voting response
from the gaming community just goes to show that every one of our five
finalists’ concepts embodied a truly bold and intense gaming experience," said
Ann Mukherjee, group vice president, marketing, Frito-Lay. "Now, we look forward
to watching the evolution of ‘Doritos Dash of Destruction’ as we celebrate Mike
Borland’s innovative idea."

Mike 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 characters – a hungry T-Rex chasing a delivery truck loaded with crunchy
Doritos tortilla chips or the 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

"To have the opportunity to create
an Xbox LIVE Arcade game is a gamer’s dream," said Mike Borland. "This entire
experience has been wonderfully surreal, and I am so grateful to Doritos,
Microsoft and everyone who voted for my idea. Now, I can’t wait to starting
working with the experts to fully-develop ‘Doritos Dash of Destruction’!"

The "Unlock Xbox"campaign is the
evolution of the Doritos brand allowing consumers to be in control. Earlier this
year, the Doritos brand aired two consumer-created commercials during Super Bowl
XL as part of the Doritos "Crash the Super Bowl" challenge. These two ads
kicked-off the first-ever consumer-created Doritos brand television ad campaign,
in which all five of the Doritos "Crash the Super Bowl" finalists’ ads aired on
national television. Following Doritos "Crash the Super Bowl," the brand
launched the Doritos "Fight for the Flavor" campaign to let Doritos fans vote to
determine which of two new flavors survives on store shelves and which one gets
pulled. Just months later, the brand launched the Doritos "X-13D Flavor
Experiment," where consumers have a chance to name the new mysterious flavor of
Doritos tortilla chips by entering their ideas at

Most recently, Doritos announced its
search for an unsigned musical act to have its original song performance aired
during Super Bowl XLII, in place of Doritos commercials. To compete, aspiring
artists can submit audio and video files of their original song performance at
  now through November 25, 2007.