The release of the Xbox One is one of the biggest launches in gaming history. Mountain Dew and Doritos wanted to tap into this anticipation by giving away thousands of the entertainment systems to their most die-hard fans. Our challenge was to create a promotion that captured users' attention and stepped outside of the traditional giveaway model.
The Every 2 Minutes auctions are unlike any other promotion. Fans battle it out in real time to get their hands on the season's most sought-after prize: an Xbox One. Entering an auction is as simple as picking up codes on specially-marked products and "banking" those codes away on the site. Once points are banked, users can use them to bid in the nightly auctions where someone wins an Xbox One every two minutes.
To keep things competitive, users are alerted in real time if they have been outbid so they can always be sure they're on top. Facebook integration allows users to pool their points with their friends, raising the stakes even higher and giving users a better shot at winning. And, even if you don't end up snagging an Xbox One, banked points can be turned into exclusive Dew swag in the Marketplace. The end result of all that action is a simple but engaging user experience that brings all the excitement of a live auction to the digital realm.