Doritos and EA SPORTS Bring 3-D to Madden NFL 11

Custom 3-D Doritos Glasses and Specially Marked Doritos Bags Unlock Code to Experience the Fan-Favorite Game like Never Before

News provided by

Frito-Lay North America

Oct 25, 2010, 07:00 ET

PLANO, Texas, Oct. 25 /PRNewswire/ -- As the road to the NFL playoffs heats up, the Doritos brand and EA SPORTS bring 3-D to the Madden NFL franchise for the first time. Available in the "Play Now" game mode of Madden NFL 11 for Xbox® video game entertainment system and PlayStation®3 computer entertainment system, Doritos 3-D gives fans a completely new way to experience the award-winning video game through Doritos brand tortilla chips, the bold intense snack brand within PepsiCo's Frito-Lay division.

Consumers can use the downloadable code found only on specially marked bags of Doritos Cool Ranch and Nacho Cheese flavored tortilla chips to unlock Doritos 3-D mode in their existing Madden NFL 11 games. Codes are redeemable through the end of the year; however, once unlocked, 3-D mode is available on those games without an end date. Limited-edition Doritos branded 3-D glasses will be available to order online at www.doritoschangethegame.com for $2.99 each, including shipping and handling. Doritos 3-D mode will also work with any red or cyan 3-D glasses.

"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 favorite football video game in 3-D."

The 3-D integration, which is available exclusively through Doritos tortilla chips, is an extension of the Doritos "Change the Game" collaboration with EA SPORTS. Doritos "Change the Game" allowed fans for the first time ever to pick the cover athlete of a Madden NFL game, for Madden NFL 11. From Feb. 4 - March 15, 2010, fans voted online, resulting in New Orleans Saints quarterback Drew Brees winning the honor of the first consumer-chosen cover athlete. In July 2010, Doritos thrilled Madden NFL fans again by releasing two new Madden NFL-inspired flavored chips, Stadium Nacho and Tailgater BBQ, the perfect complement to 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 Doritos collaboration with EA SPORTS Madden NFL 11 is one of many ways the Doritos brand continues to bring its fans access to unparalleled experiences. The brand's commitment to fan-empowerment began with the Doritos "Crash the Super Bowl" program, which has turned the brand's Super Bowl advertising over to its fans for the last four years. Doritos has continued to put consumers in control through a variety of other exciting opportunities that have broken new ground in gaming and entertainment.

About Doritos

Doritos tortilla chips is one of the many brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter at www.twitter.com/fritolay. DORITOS is a registered trademark of Frito-Lay North America, Inc.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTS™, EA™, EA Mobile™ and POGO™. In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.

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