PLANO, Texas - Today, live on Xbox LIVE®, Doritos and Microsoft announced that video game fans selected “Doritos Crash Course,” the game concept created by Jill Robertson of Raleigh, N.C., as the winner of the Doritos “Unlock Xbox” challenge. This one-of-a-kind competition invited gaming enthusiasts in the United States to think of an Xbox LIVE® Arcade for the Xbox 360® video game and entertainment system from Microsoft game idea that brings to life the bold, intense spirit of the Doritos brand. As the contest winner, Robertson will receive a grand prize of $50,000 and the opportunity to consult with Doritos on gaming for six months.
Between Dec. 8, 2010 and Dec. 26, 2010, Doritos lovers and gamers could play and vote for their favorite Unlock Xbox finalist game – both of which were created exclusively for Xbox 360. The finalist games included “Doritos Crash Course” created by Robertson and “Harm’s Way” created by Justin Carpenter of Ogden, Utah, with “Doritos Crash Course” resulting as the fan favorite.
Throughout the voting phase, both “Doritos Crash Course” and “Harm’s Way” generated tremendous excitement from consumers, with more than two million downloads between the two games over the three-week period. In response to the positive feedback from fans, the Doritos brand added a last-minute twist to the contest prizing structure – the awarding of a second $50,000 cash prize to second-place finisher, Carpenter.
“This program was about giving our fans the chance to pursue their passion for gaming and make their dreams come true, and our fans truly delivered,” said Rudy Wilson, vice president of marketing, Doritos. “We congratulate Jill on being selected the fan favorite and hope our fans continue to enjoy both finalist games.”
From the very start, Robertson knew she wanted to use Xbox LIVE Avatars as part of her game concept as a way for players to customize their gaming experience. She also wanted to incorporate her passion for game shows and her love of Doritos chips into the final product. The result was “Doritos Crash Course,” a fast-paced, funny, obstacle course game show that lets each player’s Avatar compete against their friends and family as they battle for number one. “Doritos Crash Course” can be played through 15 exciting platform levels across three different countries with up to four players over Xbox LIVE and local split-screen.
"This entire experience has been nothing short of amazing – from dreaming up my initial concept to creating the fully playable version for Xbox LIVE Arcade,” said Robertson. “I’m grateful to Doritos, Microsoft and all the fans who voted for my game. Being part of this contest has given my gaming career a huge leap forward, and I’m excited to see what happens next.”
Fans can continue to download and play each finalist’s game free of charge from the Arcade Slot under the Games & Demos Channel in the Xbox LIVE Marketplace for Xbox 360.
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.
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