Pringles, the famous snack brand, launched an innovative advertising campaign on Twitch, a platform that is popular among gamers. The campaign involved a zombie character named Frank, who emerged from the video game West of Dead and teamed up with Twitch to promote Pringles as the snack of choice for gamers in Europe. Frank broke out of the game during a live stream of popular Twitch creator Leahviathan, after being enticed by the pop of a Pringles can. The zombie character then visited seven more European streamers and interacted with communities in a campaign that blurred the lines between advertisement and entertainment. Frank’s escapades on Twitch drew in 1.9 million views, and streamers watched 9.9 million minutes (almost 19 years) of Frank, while viewers shared 111,940 chat messages about Frank. The campaign has been nominated for and won some of the most distinguished awards in the industry, including gold for Best Use of Content at the Media Week Awards and multiple golds at The Drum Awards.
The Pringles campaign on Twitch is a testament to the power of creativity in advertising. The campaign involved breaking a character out of a video game into the real world during a live stream, which had never been done before on Twitch. This approach was an ingenious way to connect with the gaming community and promote Pringles as the snack of choice for gamers. By breaking the fourth wall, the campaign blurred the lines between advertisement and entertainment, making it an immersive experience for viewers.
The success of the campaign can be attributed to its authenticity and credibility with gamers. Stephanie Thys, Pringles EU Director, Kellogg Company, said, “We are continuously looking to step up as a brand in the gaming space and to elevate the gaming experience through some unexpected fun – which is exactly what the Twitch collaboration adds to our plan while driving authenticity and credibility with gamers.” By collaborating with Twitch and popular creators, Pringles was able to reach a highly engaged audience of gamers and connect with them in an authentic way.
The campaign also demonstrated the power of influencer marketing. By partnering with popular Twitch creators, Pringles was able to tap into their fan base and reach a highly engaged audience. The influencers were able to provide an authentic endorsement of the brand, which resonated with their fans. The campaign leveraged the power of word-of-mouth marketing, with viewers sharing 111,940 chat messages about Frank during the campaign.
The success of the Pringles campaign on Twitch demonstrates the increasing importance of gaming in the advertising industry. Gaming has become a popular pastime for many people, especially during the pandemic, as people look for ways to stay entertained while staying at home. According to a report by Newzoo, a market research company that specializes in the gaming industry, the global games market is expected to reach $217.9 billion by 2023. This presents a huge opportunity for brands to reach a highly engaged audience through advertising.
Pringles is not the only brand that has recognized the potential of gaming in advertising. Many other brands, including Coca-Cola, Nike, and McDonald’s, have launched successful gaming campaigns in recent years. For example, McDonald’s launched a campaign on Twitch in 2019 that involved a live stream of a Twitch creator eating McDonald’s burgers and fries while playing games. The campaign generated over 1.2 million views and over 500,000 chat messages.
In conclusion, the Pringles campaign on Twitch is an excellent example of the power of creativity and authenticity in advertising. By breaking a character out of a video game into the real world during a live stream, Pringles was able to connect with the gaming community and promote Pringles as the snack of choice for gamers.
The success of the Pringles Twitch campaign is a testament to the power of creativity and innovation in advertising. By breaking Frank out of the game and into the real world, Pringles was able to capture the attention of a highly engaged audience and create an unforgettable experience for them.
Moreover, the campaign was able to seamlessly blend into the Twitch community, which is known for being highly receptive to branded content that is entertaining and engaging. By partnering with popular Twitch creators and having Frank interact with them, Pringles was able to build authenticity and credibility with gamers, who are notoriously skeptical of traditional advertising.
The success of the campaign can also be attributed to its multi-channel approach. By promoting the event on Twitch’s homepage and having Frank take over Pringles and Raw Fury’s social media accounts, Pringles was able to generate buzz and excitement around the campaign before, during, and after the live event. The series of fun films that followed the live event also helped to keep the momentum going and ensured that the campaign stayed top-of-mind for gamers in Europe.
But perhaps the biggest takeaway from the Pringles Twitch campaign is the importance of taking risks and thinking outside the box in advertising. By breaking Frank out of the game and into the real world, Pringles was able to create a truly unique and memorable experience for its audience. The campaign was also able to elevate Pringles from being just a snack brand to being a brand that truly understands and values the gaming community.
Overall, the Pringles Twitch campaign is a shining example of what can be achieved when creativity, innovation, and a deep understanding of the target audience are combined in advertising. It’s no wonder that the campaign has been recognized with multiple awards and nominations. We can’t wait to see what Pringles and its partners come up with next in the gaming space!