Doritos has used the crowdsourcing principle to come up with great campaigns. The most popular Super Bowl commercials, the best Xbox games, etc. So why not take this thought one step further and let crowdsourcing determine what Doritos actually needs to do? So instead of asking what the next game title for the Xbox should be, Doritos will ask “How do we evolve the Xbox?” Using an open-answer forum, we'll cultivate a source of unlimited ideas for Doritos to use and campaign with. That is what Evolution Labs represents, unlimited possibilities to build on.