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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Xbox has installed a series of Christmas lights that form the first-ever game trailer consumers can actually walk through. The lights – installed in the shopping plaza in London’s Brunswick Centre – don’t feature traditional festive imagery. Instead, they tell a story about hordes of flesh-eating zombies, to promote the new Christmas-themed zombie game Dead Rising 4.

The game was developed by Capcom and published in partnership with Microsoft. It launched on Xbox One and Windows 10 PC on December 6^th 2016.

The night before the official launch, the game’s online fan-base worked together to switch on the lights. By interacting with a cryptic Facebook Live stream of a zombie hand suspended above a button, Xbox followers moved the hand downward to press the switch and turn on the display, revealing the trailer to the world.

Created by advertising agency McCann London, the Dead Rising Lights consist of nine panels of lights, suspended consecutively above a busy shopping plaza. The lights switch on and off in sequence to reveal a brand new narrative to gamers. As with all Xbox game trailers, it begins with the PEGI age rating logo and concludes with the iconic green Xbox end-frame.

The direct-response switch-on mechanism was part of a fully-integrated campaign revolving around the light installation, comprising:

• Live streaming on Facebook Live, Twitch and Periscope.
• A festive event to mark the turning-on of the trailer.
• Geo-fenced Snapchat filters.
• An immersive, interactive 360° video so that those unable to visit the London installation can remotely experience it.

Adrian Simons, Director of Global Windows and Devices at Microsoft, says: “Most Christmas lights are switched on by celebrities, but in this case the honour went to Xbox’s global fan-base. And they are not just any lights, they bring to life a new form of game trailer which we believe is a world first. This is a fun, bold and innovative undertaking in keeping with our commitment to our fans – and it’s all done in the true spirit of the game.”

Laurence Thomson, Chief Creative Officer at McCann London, adds: “We wanted to reinvent the game trailer to connect with today’s gamers. What better way to celebrate the festive season and the launch of Dead Rising 4 than a gory Zombie apocalypse lit up in glorious technicolor? By subverting the traditional Christmas light display, we’re kicking the schmaltzy Christmas advert out of the window and instead appealing to gamers’ tongue-in-cheek attitude.”

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Xbox ran a unique experiential challenge last week, to mark the UK launch of “Rise of the Tomb Raider” – expected to be one of the biggest selling video games of 2015.

The Microsoft-owned games console brand challenged eight Lara Croft fans to survive 24 hours on a billboard, while being subjected to the harshest weather conditions as voted for by the public.

Staring at 1.00pm last Thursday, viewers were able to watch the contestants fight against the elements, inspired by the critically-acclaimed latest installment of the Tomb Raider franchise, “Rise of the Tomb Raider,” which is set in Siberia.

Part advertising hoarding, part live experiment, the experience was a unique one, both for contestants and viewers. The contestants, standing on tiny ledges in the air, formed part of the billboard’s artwork and headline “Survival of the Grittiest”. They had to endure arctic cold, strong winds, wild snowstorms and intense heat, with the last fan standing winning a trip inspired by Rise of the Tomb Raider.

Viewers were also able to vote on the weather conditions which the competitors were subjected to – including arctic cold, intense wind, wild snowstorms and sudden heat. Survival Billboard was streamed on survivalbillboard.com.

Xbox selected the eight from thousands of applicants from across the UK, alongside ultimate Tomb Raider fan, Jade Jolie.

The campaign was created by m:united and McCann London, with the live event put together by m:united and Momentum London. Production is by m:united and CRAFT London, website by m:united and MRM, the media agency EMT and consumer PR by Edelman. m:united is the agency created by marketing services group IPG to handle its Microsoft account just over a year ago.

The ‘Tomb Raider’ franchise has sold over 45 million copies worldwide and inspired one of the most successful video game film adaptations in history, grossing over $300 million at the global box office, with protagonist Lara Croft becoming a global icon.

Exclusive to Xbox in 2015, “Rise of the Tomb Raider” launched in the UK on November 13^th 2015.

The Survival Billboard campaign kicked off in October with call-for-entries ads that focused on its “Terms & Horrible, Horrible Conditions”, which explained every painful facet of the challenge, from hypothermia to hallucinations. Just as intended, the ads discouraged most people, but attracted over a thousand applicants.

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