Cannes Lions

PRINGLES

CP+B, Gothenburg / PROCTER & GAMBLE / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

To engage teenagers, we gave them the tools to make music with their friends. Pringles Crunch Band app turns your smart phone into one of 15 instruments, using the accelerometer to trigger musical tones. You can then show off your rock skills by earning badges to post on Facebook.

To unlock new instruments users had to scan Pringles barcodes, driving traffic in-store. Then to play the app loud they could collect promotional lids to get the free Pringles can speaker that used your empty can as an amp. Our YouTube ‘Rockutorial’ even demonstrated how to play Pringles Crunch Band.

Outcome

The campaign was initially a promotion in Sweden only, but it proved so popular with the client that it was subsequently rolled out in 16 more countries, including key markets: US, UK and Germany. Consumers loved it too – the Pringles Crunch Band app has an average app store rating of 4.5 stars, and the YouTube Rockutorial demonstration video has over 90,000 views.

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2021, PROCTER & GAMBLE

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