Whereas 2007's original "Unlock Xbox" contest saw one idea transformed into an actual game--the dinosaur-themed Dash of Destruction--this year's contest will see two pitches become free Xbox 360 downloads, with both expected to arrive in the fall of 2010.

"Many of the people who love Doritos also love gaming," said Frito-Lay marketing VP Ann Mukherje. "This innovative program gives our fans a chance to live their dreams."

Those in North America can submit their video pitches to the contest's site until October 9, 2009. Ten quarter-finalists will then be selected, with online voting running from November 29 through December 31, 2009 and the "fan-selected grand prize winner" further receiving a $50,000 "dream assignment as Doritos Gaming Consultant."