Pringles aims to find the 'Last Can Standing' through European digital campaign
Pringles has begun a European-wide digital campaign to host the world’s biggest virtual stack of Pringles cans.
The ‘Last Can Standing’ campaign, devised and created by Isobar, will target the brand’s young, music loving audience through a competition which will offer its 8.5 million Facebook fans across Europe the opportunity to win its ‘Disco Speaker’ prizes.
Fans will be asked to invite their friends to choose their favourite flavour of Pringles and then pick a ‘festival friend’ on Facebook to share them with, before adding a virtual can to the Pringles stack, automatically entering them into the prize draw for VIP tickets to the V Festival.
The winner of the prize will be the person whose can topples the rest of the virtual stack.
Armando Santacesaria, VP of marketing snacks at Pringles, explained that the campaign would aim to bring humour and entertain both brand fans and online audiences.
“Kellogg’s ambition is to delight the world through foods and brands that matter to them, and we believe that digital platforms, such as the Last Can Standing microsite, bring Pringles’ personality to life through interactive experiences,” he added.
Nick Bailey, executive creative director at Isobar, described Last Can Standing as “a lovely, simple activation that neatly connects the product with social.” He added: “It's a great build on the Fan Vs. Flavour work, launched earlier this year, which created brilliant momentum around the Pringles idea of unexpected fun online."
Supported by Spotify and Facebook advertising, the campaign will run across desktop and mobile platforms in UK, Ireland, Netherlands, Germany, France, Spain, Italy, Sweden, Finland and Denmark from this week until 25 July.
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Isobar
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