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DJ Jazzy Jeff, Mix Master Mike Of Beastie Boys Fame Close Epic Three Nights At The Doritos #MixArcade
Doritos Bold 50 Challenges Set World Records in Celebration of the Brand's 50th Anniversary

PLANO, Texas, June 17, 2016 /PRNewswire/ -- After three epic nights of bold performances, the Doritos #MixArcade officially closed E3 with a Throwback Thursday show featuring DJ Jazzy Jeff and Mix Master Mike. The Doritos #MixArcade events combined the influences of technology, gaming and music into one bold, 60-foot working arcade venue.

Mix Master Mike performs at the Doritos #MixArcade at E3 on Thursday, June 16, 2016 in Los Angeles. (Photo by Matt Sayles/Invision for Doritos/AP Images)

"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.

For high-res images, broadcast-quality b-roll and other assets from each night, please visit:

About Doritos

Doritos is one of the many brands that makes up Frito-Lay North America, the $14 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website,, the Snack Chat blog, and on Twitter at

About E3

E3 is the world's premier trade show for computer and video games and related products. The show is owned by the ESA, the U.S. association dedicated to serving the business and public affairs needs of the companies, publishing interactive games for video game consoles, handheld devices, personal computers, and the Internet. For more information, please visit or follow E3 on Twitter: @E3.

About PepsiCo

PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $63 billion in net revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our goal to deliver top-tier financial performance while creating sustainable growth and shareholder value. In practice, Performance with Purpose means providing a wide range of foods and beverages from treats to healthy eats; finding innovative ways to minimize our impact on the environment and reduce our operating costs; providing a safe and inclusive workplace for our employees globally; and respecting, supporting and investing in the local communities where we operate. For more information, visit

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DJ Jazzy Jeff closes the last of three nights of interactive shows at the Doritos #MixArcade at E3 on Thursday, June 16, 2016 in Los Angeles. (Photo by Matt Sayles/Invision for Doritos/AP Images)

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SOURCE Frito-Lay North America

For further information: Joan Cetera, Frito-Lay, 773-562-2431,