Dallas-based Frito-Lay Co. next month hosts an instant-win game on 55 million Doritos packages offering Xbox game consoles as grand prizes through an alliance with Redmond, WA-based Microsoft Corp.
The Xbox to the Extreme campaign will launch on Feb. 3 with winning gamepieces seeded in bags of Doritos and Doritos Extreme. Ten grand-prize winners score an Xbox as part of an RCA home theater system.
Non-winning gamepieces carry 13-digit codes that can be entered at doritos.com for a second-chance drawing at the home theater system and a sweeps giving away more Xbox consoles (one daily in February). The Web site will also randomly distribute songs and cheat codes from Xbox games to visitors.
On-pack bursts, P-O-P displays, and a dedicated 15-second TV spot will support. Frankel, Chicago, handles.