Doritos & EA Sports Link on 3D Madden NFL 11 Game


As the play-offs heat up and bring fans ever close to this year’s Miami Super Bowl, two NFL sponsors have collaborated to bring 3D to the record breaking Madden NFL 11 game on Xbox and Playstation.


Doritos and EA Sports team up for the Doritos 3-D version – which aims to give fans a new way to experience this award winning official NFL game.


The Doritos tortilla chip brand, within PepsiCo’s Frito-Lay division, has a long heritage of communicating around the sport and the Super Bowl. This kicked off four years ago with its ‘Crash the Super Bowl’ program, which turned the brand’s Super Bowl advertising over to its fans.


Doritos has continued to put consumers in control through a variety of other exciting opportunities that have broken new ground in gaming and entertainment. ‘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 favourite football video game in 3-D.’


The 3-D game is an extension of ‘Change the Game’, which in February/March also allowed fans to to vote online and pick the cover athlete for Madden NFL 11. A process which saw New Orleans Saints quarterback Drew Brees become the first consumer-chosen cover player.


Furthermore, in July 2010 Doritos released two new Madden NFL-inspired flavoured chips, Stadium Nacho and Tailgater BBQ, to ‘compliment’ 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 gaming collaboration offers consumers the chance to unlock the 3D game version via purchasing code-bearing packs of the chips and registering online. Once unlocked the game mode remains available in perpetuity and can be viewed with the help of 3D glasses, Doritos selling branded versions through the doritoschangethegame.com site for $2.99.



Doritos’ NFL work continues to go from strength-to-strength and keeps giving football fans and Doritos consumers something extra.

This campaign offers a genuine ‘reward for purchase’ and sees two brands brining their respective skills and expertise into harness under a combined sponsorship programme. The two sponsors combine to connect the digital with the physical worlds and provide an enhanced NFL-related experience. It certainly stands out from the everyday ‘coupon’ approach.









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