Through the promotion, specially marked bags of Doritos Cool Ranch and Nacho Cheese chips will contain a special code to unlock 3D content on existing Madden NFL 11 games. The codes will only be available through the end of the year, but the content -- once unlocked -- remains that way without expiration. Although the content is usable with any red or cyan 3D glasses, Doritos is also offering limited edition branded 3D glasses for $2.99 a pair through its www.doritoschangethegame.com Web site.
"The Doritos and EA SPORTS collaboration has truly given us the opportunity to take the idea of gaming to the next level," said Chris Erb, senior director, marketing, EA Sports, in a statement. "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."