You really couldn't make this up. Microsoft appears to have partnered with Mountain Dew and Doritos to help promote Xbox One in association with the snack food.
Bizarrely, the deal between the three brands will result in an upcoming "unprecedented experience... the next level of play." We're not quite sure if we're prepared for such a taste-explosive incentive. Doritos Dash 3, perhaps? Sponsored by Mountain Dew?