To tie in with the summer festival season, and strengthen the brand relationship between Pringles and teenagers, we created an app that enables anyone to play like a rock god. Crunch Band is an advanced air instrument that you can play with your friends, using your phone's accelerometer to trigger musical tones. At the tap of a button, turn your phone into one of 15 different instruments, including guitar, drums, and bass. Move your phone like you’re strumming a guitar, and like magic, you are strumming a guitar.

The app also drove traffic instore; to unlock new instruments, users have to scan a barcode on a can of Pringles. They can also use the app with the free Pringles Can Speaker that turns your empty Pringles can into a loud speaker.

And no true rock star is complete without an ego – so we created badges you could post on Facebook to brag about your rock skills – and, in doing so, spread word of the app.

Initially, Crunch Band was only intended for the Scandinavian market. But it’s success led to a further release in 16 other countries, including UK, US and even Russia. And with an average app store rating of 4.5 stars, Pringles Crunch Band proved a rock hit.