We launched the Pringles Australia Facebook fan page, creating a central hub for a vibrant online community. A multi-dimensional calendar of promotions, interactive elements and Pringles updates sustained relevance, driving an avalanche of Pringles-related conversations. By answering questions posted on the fan page, we embarked on a genuine two-way dialogue with our fans.Partnering with cutting-edge Australian music label Modular, we leveraged exclusive access to their stable of Artists to create a bespoke video party application and promotion. Pringles Facebook fans selected a venue, a Modular band and 100 friends and the application created a user-specific video/prize draw entry with this information. First prize was the tailored money-can’t-buy party experience the winner designed.

A flash-clip of their ultimate party video was posted on their profile pages. Their friends could comment on it, vote for it and create their own. As users engaged the momentum built, spreading like wildfire across friend networks.

Pringles Australia fan page is the NO 1 Facebook Fan Page in Australia with an astounding 266,000 fans, bigger than the total of the 2nd, 3rd, 4th and 5th largest Australian fan pages combined.Our fans embraced the campaign and exploded it across the Facebook universe, ensuring the Pringles message was delivered to 7.1 million Facebook users, the total Facebook Australia population at that time!We created a powerful and immediate sales-driving tool. A simple alert to our fans announcing where to find the new King Can led to a massive 200% leap in sales within just 2 weeks at a key retailer.