Pringles Game Day

THE CHALLENGE

Using Pringles’ 30-second Super Bowl spot as a framework, develop extensions of the campaign for use on other platforms.


THE OPPORTUNITY

How did you watch the Super Bowl? Were you glued to the TV screen or the snack table? Were you waving your pom-poms, or arguing about that Dodge ad on your phone? Even though the Super Bowl is typically the most-watched event on TV year after year, a lot of people aren’t actually watching the “big game.” Why not give these people a game of their own?

PRINGLES' EXISTING ASSETS

FLAVOR STACKING

New combos encourage multiple purchases

"WOW"

Sarcastic commercial & catchphrase

UNIQUE PACKAGING

Reusable, toy-like tubes


Who will be wowed?

  • Non-sports fans at Super Bowl parties
  • Fans whose teams aren't competing
  • Kids & teens
  • Friends who like to compete/play games
  • People using >1 device at a time (87% of all people)

Strategy

Pringles isn’t the market leader in the chip aisle, but they’re uniquely positioned as a party food because of their whimsical toy-like packaging. Perhaps that’s why Pringles’s best selling weekends are during the 4th of July and the Superbowl. By targeting people who are already at parties, Pringles Game Day has the potential to go viral from party to party. When one person sees another person furiously tapping their screen, they’ll want in on the fun. The vivid colors and “WOW” theme give Pringles Game Day universal appeal for party-goers, families, teens, and kids.

THE GAMES



TIMELINE

BEFORE THE GAME

Pringles creates buzz and builds a customer database for Pringles Game Day through coupons, offers, and funny social videos.

GAME DAY

Pringles prompts players via text messages to sign up get notified when the first game goes live. Players use their name and phone number as a unique ID.

DURING THE GAME

At the end of each quarter, Pringles sends players a message inviting them to play a 15-second game that expires at the end of the next quarter.

AFTER THE GAME

When the Super Bowl ends, the 500 players with the highest total scores win “mystery prize packages” -- three cans of Pringles each -- a small investment for a big win.

Project Info

Made for User Participation Platforms, a collaborative class between Experience Designers and Art Directors at the VCU Brandcenter, Spring 2018.

My Teammates

Kristen deBarros (AD), Jackie Koon (XD), Alec Milton (AD), Tobi Oluwo (XD), Rachel Zhou (XD)

My Roles

  • Strategy
  • Experience Design
  • Game Design
  • Motion Design