Pringles saw an opportunity in gaming to grow sales amongst frequently snacking gamers. They needed to drive fame for their brand in the gaming world in an authentic and credible way. But how do you capture the attention of notoriously fickle gamers who have countless brands competing for their time already?

To win over the toughest of crowds, to connect with gamers and prove that Pringles is the perfect snack for them, we created a real video game character, a mindless, deadly zombie - and transformed him into a global gaming influencer loved by millions. To do this we developed a character in an actual video game, had him escape into the real world during a livestream on Twitch.

During the Twitch livestream, an influencer opened Pringles, causing a zombie to break out of the game as she played, crawling through her screen to get the snack. Next, our zombie took the gaming world by storm tweeting, streaming, snacking, starring in ads: becoming an influencer. Gamers loved him, creating fan art, even wanting to date him. After two weeks, we put the zombie back into the game, no longer a baddie, but a friendly, Pringle-eating character, helping players in the game forever.

The work ran from January to March 2021 across 18 markets through Online Video Display & Social Platforms. It ran across gaming platforms (Twitch / Xbox), Video online (YouTube / Gaming Networks) and Social Media (Facebook / Instagram / Twitter / TikTok) using a variety of formats and assets in rotation. To create the zombie, we partnered with Xbox game developers for the most authentic experience possible.

Pringles - Pringles - Meet Frank

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