Mountain Dew and Doritos kicked off Every 2 Minutes at PAX Prime, staging a live auction for some of the first Xbox One entertainment systems on the planet, and then moved to every2minutes.com, where gamers competed against each other in thousands of online auctions. Building their bidding power by banking codes found within specially-marked packages, fans were taking Dew and Doritos home in truckloads. Real-time notifications alerted users if they were outbid, driving them to up their ante, or bring home more Dew and Doritos to stay in the game. Thousands emerged victorious, claiming the Xbox One as their prize.

Publicized through a fully-integrated media campaign, Every 2 Minutes pursued, found, and captivated its audience over the 31 days of auctions, driving unprecedented website traffic and real-world business results.

-Mountain Dew Game Fuel sales +39% vs YAG*

-Doritos sales + 11% vs YAG*

-Over 4.7 MM Unique Site Visitors

-8.1 MM Promotional Codes banked

-4,067,602 Promotion Registrants

-Over 657+ MM earned media impressions

-Coverage by over 3,300 outlets

*IRI Enterpirse Advantage POS data 16 weeks ending December 29, 2013 for promotional SKUs

The launch of the Xbox One was poised to be one of the biggest in gaming history. Mountain Dew and Doritos wanted to use the excitement to create a lightening rod of engagement and conversation among their loyal gamer fanbase, and translate this energy and activity directly into product demand.

With fans’ excitement growing in the months leading up to the Xbox One launch, Dew and Doritos would give them the chance to get their hands on one. Knowing gamers’ eagerness for a good challenge, only a campaign platform that drew them into head-to-head competition would do. The experience would need to encourage both product purchases as well as provide an interactive experience that would allow each gamer to pursue their own strategy within the competition to win an Xbox One.