Pringles, in collaboration with Playoffnations, took its presence in the gaming world to the next level. This groundbreaking campaign positioned Pringles as the favorite snack of Generation Z, connecting with young audiences through innovative digital experiences.
Campaign Objectives
- Positioning: Maintain Pringles as the brand of reference in moments of gamer enjoyment.
- Gamification: Create interactive experiences that enhance brand awareness and reach.
- Connect with the audience: Align the brand with the interests and language of Generation Z through the rise of video games.
Strategy: A 360º Campaign
Our always-on strategy was based on three main pillars:
- Virtual Brand Experience
- Influencer Marketing
- Branded Content
Six key actions gave life to this innovative campaign that positioned Pringles as the reference brand in the gamer world:
A Flavourful Adventure
We created a custom environment in Rocket League. With a unique cyberpunk theme where Pringles was the protagonist. We created thematic elements and a soccer field designed for the competition.
- Content creators like Cacho01, Rosdri_Twitch and Reventxz participated in 3vs3 games and challenges against the clock.
- Networks such as Twitter, Instagram and TikTok amplified the reach of the campaign.
- Results:
- 92% acceptance rate
- +3 million impressions
- +50,000 interactions on social networks
The Watch Party
A space on Twitch where streamers narrated live League of Legends competitive games, with Pringles branding and interactive dynamics that attracted the entire video game community.
- Results:
- 98% uptake
- +1.9 million impressions
- 1% interaction rate
League of Snacks
A double activation on League of Legends, with a showmatch of 10 streamers and an open tournament for the community, where we brought entertainment to users in the most active way possible.
- Results:
- 96% acceptance
- +900,000 impressions
- +40,000 interactions
Chatting with Pringles
A conversation space on Twitch where two soccer streamers connected with their followers in a Pringles-themed experience, where they addressed the entire soccer scene in a different way.
- Results:
- 98% uptake
- +1.9 million impressions
- 2% interaction rate
Rank Rush
A 21-day challenge where 7 streamers competed in Overwatch 2, starting from zero to reach the highest rank, a competition never seen before in this video game that attracted the attention of the entire national community.
- Results:
- 94% acceptance
- +1.2 million impressions
- +80,000 interactions
Adventure Cup
An exclusive Overwatch 2 tournament narrated live by Toniki on Twitch, where we had the participation of leading figures in the video game, creating a tournament of the highest level.
- Results:
- 97% acceptance rate
- +135,000 impressions
- 13.7% interaction rate
Conclusions
Together with Pringles we managed to create an authentic connection with Generation Z, integrating Pringles in unique and memorable gaming experiences. With millions of impressions, high interaction rates and outstanding acceptance, this campaign is positioned as a benchmark in digital and entertainment marketing.
Check out all our work here!