Cannes Lions

PRINGLES MULTIGRAIN

LEO BURNETT, Milan / PROCTER & GAMBLE / 2011

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Overview

Entries

Credits

Overview

Execution

We found a real farm in Tuscany and gave it to five young, delirious farmers. Then, we brought everybody there through a multichannel engagement platform, hosted on whatthefarm.it. We loaded it with games and challenges for the users, turning the Multigrain sample into a prize craved by thousands of “farmers”. In the end we attracted more than 500,000 Italian Young Adults to the farm.

Outcome

More than 500,000 unique visitors in 3 months.More than 75,000 played matches.More than 12,000 hours together on the websiteMore than 700, 000 Pringles Multigrain packs sold in 4 months

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2020, APOTEK HJARTAT

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