Kellogg's Pringles

Pringles Pop To The Top

Role
Digital and Social Media Campaign

Campaign
Pringles Pop To The Top - Fortnite Map Amplification

Media
Social (Twitch - Instagram)

Year
2024

Pringles "Pop to the Top" Campaign: An unexpected Fortnite and Twitch experience.

Idea

The central idea of the campaign was to merge the virtual excitement of Fortnite with the real-world engagement of live-streaming events. By creating the first Pringles-branded island in Fortnite, we coordinated a series of interactive and exciting Twitch streams where top Italian gamers took on unique challenges inspired by different Pringles flavors. This creative approach not only showcased the playful spirit of the Pringles brand, but also leveraged cutting-edge technology and popular gaming platforms to deliver a full and engaging consumer experience.

Objective

The primary objective of the "Pop to the Top" campaign was to increase Pringles' prominence in the gaming community by cementing its status as the go-to snack of choice among gamers and thereby boosting brand penetration and recognition, ensuring that Pringles became synonymous with gaming culture and entertainment.

Overview

"Pop to the Top, Pringles' unexpected campaign with Xister Reply, transformed the Pringles brand into an active player in the gaming world. Leveraging the first Pringles-themed island in Fortnite, the project combined unexpected fun, immersive gaming, and delicious flavors to engage some of Italy's top streamers in a series of lively Twitch events.

The Activation

Spanning four action-packed Twitch live streams, each lasting over two hours and totaling 500,000 views, the campaign brought together the exciting worlds of Pringles and Fortnite. It featured popular Italian streamers Pow3r, Piz.fn, Queen Giorgia, and Xiuder, who navigated the map's levels by taking on unique Pringles challenges tailored to the island's flavors.

The Event

The campaign culminated in an unforgettable live event at the Reply Tower in Milan. Xiuder delivered a captivating performance across four floors, each representing a different Pringles flavor linked to the map in Fortnite. This exciting journey culminated in a final two-hour live stream on the 18th floor, filled with surprises and the signature Pringles Challenge. The event concluded with an exclusive meet and greet, where fans were able to interact with their favorite streamer.