Doritos and Microsoft UnlockXbox.com Campaign

They dreamed it. We built it. Blockdot's UnlockXbox.com website was the hub for a Doritos and Xbox online promotion featuring user-generated content. Participants were given the tools to upload their game concepts, vote on the games they like, and take part in daily Xbox instant-win-giveaway sweeps.

Goal: Position Doritos within the Xbox gaming community as the snack of choice.  The promotion allowed game players to become game designers, with a chance to have their game concept turned into an actual Xbox game.
 
An Integrated Solution = Thousands of Submissions
We created the Web site to support the promotion. The site included tools for users to:
• Upload their game concepts & vote on the games they like
• Take part in daily Xbox instant win giveaway sweeps
• Communicate with other players & watch the video documentaries
• Play Beta versions of the five finalists’ game ideas
 
Five games that best incorporated the spirit and essence of Doritos were selected by a panel of game experts and Doritos brand managers.  Blockdot produced online prototypes of these games, posted the games on the site, and the community determined which became an Xbox title.
 
Results
• The site attracted over 1 million unique visitors
• Time on site 7:27 minutes. Time spent on the site increased to 11 minutes while games were being reviewed.
• Final Xbox Game was downloaded 1 million times in 2 weeks. The fastest title to hit 1 million downloads on XBLA history.

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