From Kotaku :

Last year’s “Unlock Xbox” winner, Doritos Dash of Destruction, was downloaded nearly a million times, so while we endlessly poke fun at the contest, it is a way to get your skills recognized by a large chunk of the gaming community.

Those who feel they have a game concept that merges cheese-flavored corn chip and interactive entertainment in a way never-before-seen can visit from now until October 4th to submit a video of their idea. Ten quarter-finalists will be chosen to make their games reality.

Two finalists will have their titles made into 2010 Xbox Live Arcade games, with one grand prize winner scoring a $50,000 gaming consultant project from Doritos.

We re fans of this campaign just because it goes above and beyond just having ads show up on a game and actually gets the most hardcore users (usually the most vocal) involved.