Frito-Lay North America (PepsiCo) announced that consumers can use a redeemable code found on specially marked bags of Doritos Cool Ranch and Nacho Cheese flavored tortilla chips to unlock Doritos 3D mode in Madden NFL 11 for Xbox 360 and PlayStation 3 (PS3).
According to the statement, codes can be redeemed through the end of the year and Doritos 3D mode will work with any red or cyan 3D glasses or limited-edition Doritos branded 3D glasses (available online for $2.99 each).
For more information visit: www.doritoschangethegame.com
Unedited press release follows:
Doritos and EA SPORTS Bring 3-D to Madden NFL 11
Custom 3-D Doritos Glasses and Specially Marked Doritos Bags Unlock Code to Experience the Fan-Favorite Game like Never Before
PLANO, Texas, Oct. 25 — As the road to the NFL playoffs heats up, the Doritos brand and EA SPORTS bring 3-D to the Madden NFL franchise for the first time. Available in the “Play Now” game mode of Madden NFL 11 for Xbox® video game entertainment system and PlayStation®3 computer entertainment system, Doritos 3-D gives fans a completely new way to experience the award-winning video game through Doritos brand tortilla chips, the bold intense snack brand within PepsiCo’s Frito-Lay division.
Consumers can use the downloadable code found only on specially marked bags of Doritos Cool Ranch and Nacho Cheese flavored tortilla chips to unlock Doritos 3-D mode in their existing Madden NFL 11 games. Codes are redeemable through the end of the year; however, once unlocked, 3-D mode is available on those games without an end date. Limited-edition Doritos branded 3-D glasses will be available to order online at www.doritoschangethegame.com for $2.99 each, including shipping and handling. Doritos 3-D mode will also work with any red or cyan 3-D glasses.
“Through our work with EA SPORTS, we are committed to finding ways to elevate the gaming experience and give fans control over their biggest and best gaming moments,” said Rudy Wilson, vice president, marketing, Frito-Lay. “That’s why now we are pushing the limits and giving fans unprecedented access to enjoy their favorite football video game in 3-D.”
The 3-D integration, which is available exclusively through Doritos tortilla chips, is an extension of the Doritos “Change the Game” collaboration with EA SPORTS. Doritos “Change the Game” allowed fans for the first time ever to pick the cover athlete of a Madden NFL game, for Madden NFL 11. From Feb. 4 – March 15, 2010, fans voted online, resulting in New Orleans Saints quarterback Drew Brees winning the honor of the first consumer-chosen cover athlete. In July 2010, Doritos thrilled Madden NFL fans again by releasing two new Madden NFL-inspired flavored chips, Stadium Nacho and Tailgater BBQ, the perfect complement to Madden NFL 11 game play.
“The Doritos and EA SPORTS collaboration has truly given us the opportunity to take the idea of gaming to the next level,” shared Chris Erb, senior director, marketing, EA SPORTS. “Our diehard fans are the reason Madden NFL has been so successful year after year so that’s why we are thrilled to give them yet another way to enjoy the game.”
The Doritos collaboration with EA SPORTS Madden NFL 11 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 four 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.