"Doritos is a brand that believes in living life to the fullest and embracing bold experiences," said Jeannie Cho, VP of marketing, Frito-Lay. "We were honored to combine our heritage of gaming with music in the Doritos #MixArcade at E3 Live, once again putting control in the hands of fans. The gaming and music communities have long been partners on the small screen – now we've brought them together on the big screen."
The evening concerts at the Doritos #MixArcade not only held exclusive performances but also gave control over to the fans once again for an interactive concert experience. Show-goers donned bracelets that controlled different aspects of the performances.
But that's not all. On Tuesday the #MixArcade was home to performances by Steve Aoki and Empire of the Sun and Wednesday hosted shows by Wiz Khalifa and Big Boi of OutKast fame.
World Records Set at #MixArcade
In celebration of Doritos' 50th anniversary and a continuation of the brand's "For the Bold" campaign, the Doritos brand also hosted a series of challenges as part of its Doritos Bold 50 campaign at the Doritos #MixArcade, including: "World's Largest Game of Video Arcade Tag" and "Highest Score on a 60-Foot Tall Arcade Machine." The Doritos #MixArcade venue alone broke records for "World's Largest Live-Action Arcade Game," and "World's Largest Arcade Machine." The campaign asks fans worldwide to be a part of 50 world-record-attempts with Doritos through 2016.
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