PepsiCo-owned snack brand Doritos has teamed up with Xbox to offer consumers the chance to win more than 70,000 prizes, including the new Xbox One X.

Each promotional pack will contain a unique code. Consumers have to go to doritos.co.uk/Xbox and enter their codes to find out if they have instantly won.

There are 70 top tier prize packs to be won, which include an Xbox One X console, two controllers and five different physical games (Forza Motorsport 7, Gears of War 4, Halo 5: Guardians, Assassin’s Creed Origins, Shadow of War). Winners can substitute the physical Gears of War 4 game for a digital copy of Crackdown 3, once it is released.

In addition, there are 700 digital games – 175 of each of the following: Forza Motorsport 7, Halo 5: Guardians, Assassin’s Creed Origins, Shadow of War – to be won, 70 12 Months Xbox Game Passes, 70 12 Months Xbox Live Gold Passes, 35,000 14 Days Xbox Live Gold Passes and 35,000 7 Days Xbox Game Passes. Finally, there are 7,000 packs of Doritos in various flavours to be won.

Will Robinson, brand manager of Doritos, says: “With sharing bags responsible for one fifth of all savoury snacking occasions within the UK and single serve packs making up half of all crisp, savoury snack and nut sales, we are confident this promotion will drive sales.”

The launch of the Doritos and Xbox partnership will be supported by in-store and social media campaigns, and an Xbox homepage takeover. The on-pack promotion will run between the October 23rd 2017 and 31st December 2017.

The UK promotion is only open to legal residents of the United Kingdom and the Republic of Ireland aged 18 or over.

Meanwhile, in the US, Doritos and sister PepsiCo brand Mountain Dew are giving Xbox fans a chance to win a new Xbox One X console with an AR capture-the-flag event in the US.

DEW and Doritos have announced “The Drop Zone,” a series of augmented reality (AR) events where players can compete for the chance to win the new console. The Drop Zone is in conjunction with DEW and Doritos’ “Every 60 Seconds” online auction where fans can bank points through on-pack codes for a shot at winning one of hundreds of Xbox One X.

Players will need to download “The drop zone” app to register for a spot to participate in the AR games. If they get through the games will have to find, claim and keep control of a virtual console within the app by “deploying offensive and defensive power-ups”.

The series of AR events will take place in New York, Los Angeles and Chicago over the weekend of November 10th.

Ryan Matiyow, Senior Director of Marketing – Doritos & Cheetos Brands at Frito-Lay North America, says: “Dew and Doritos are known for providing gamers with unique ways to access exclusive gaming experiences. We’re upping the ante with the introduction of ‘The drop zone’ experience this fall. The Augmented Reality capture-the-flag experience is going to be off the charts for gaming fans nationwide.”

Chauncey Hamlett, senior director for marketing at Mountain Dew, adds: “Xbox fans are always looking for innovation and unique gaming experiences. The immersive and thrilling Drop Zone experience by Doritos and Dew is a totally unique, exciting way for fans to get their hands on the most powerful gaming console today.”

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PepsiCo’s Lay’s potato chip brand will be running yet another flavour challenge in the US, starting next month. The new “Flavor Swap” program will see Lay’s fans asked to vote for four classic flavours or four new chip flavours.

From February 8, fans can vote for their favourite flavour in each of the four “Flavor Swap” pairings, and enter a $1,000 daily prize draw. One lucky fan will win a $250,000 cash prize for simply placing his or her vote.

Consumers can visit FlavorSwap.com to select their favourite flavour in each of the four categories:

• Heat: Lay’s Flamin’ Hot vs. all-new Lay’s Fiery Roasted Habanero;
• Cheese: Lay’s Cheddar & Sour Cream vs. all-new Lay’s Smoked Gouda & Chive;
• Barbecue: Lay’s Honey Barbecue vs. all-new Lay’s Korean Barbecue;
• Spice: Lay’s Kettle Cooked Sea Salt & Cracked Pepper vs. all-new Lay’s Kettle Cooked Olive Oil & Herbs.

The rise of flavour exploration is the insight behind the latest campaign, according to Jennifer Saenz, vice president of marketing and innovation at Frito-Lay. She says that the top flavour trends for 2016 will focus on spices, cheese, and herbs. Spices from all around the world continue to grow in popularity in American dishes and flavours. American staples will get an extra notch of flavour through the rising popularity of specialty cheeses like gouda and gorgonzola. The big twist on herbs next year will be using floral flavors, such as hibiscus, elderflower and lavender.

“Our fans keep us on the pulse of flavor exploration. ‘Do Us A Flavor’ showed us consumers want to be surprised with new and unconventional flavors – but we also recognize they love the tried and true classic Lay’s flavors,” says Saenz. “That’s why we’re asking them what to keep and what to lose.”

Ram Krishnan, chief marketing officer for Frito-Lay, PepsiCo’s savoury snacks subsidiary, which makes Lay’s, observes: “Over the last three years, the iconic Lay’s ‘Do Us a Flavor’ contest asked fans to submit their ideas for the next great potato chip flavor. Past winning flavors, including Lay’s Cheesy Garlic Bread, Lay’s Kettle Cooked Wasabi Ginger, and Lay’s Southern Biscuits and Gravy prove that Americans are on the hunt for unexpected and unique flavors. While ‘Do Us a Flavor’ spotlighted fans who wanted to create the next great potato chip flavor, ‘Flavor Swap’ celebrates fans who simply enjoy flavor and want to have a say.”

Lay’s is the American equivalent brand to the UK’s Walkers; both have run a variety of flavour challenge promotional campaigns over the past decade, including Do Us A Flavour/Flavor.

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