CLIENT: PRINGLES / KELLOGS GROUP
AGENCY: ACNE / DELOITTE DIGITAL
PRODUCTION: DEMODERN
MY ROLE: EXECUTIVE CREATIVE DIRECTOR , CREATIVE DIRECTOR
YEAR: 2022

„AR you ready?” is the name of the new digital AR based campaign that was created for the snacking brand Pringles® on the German market. We used Augmented Reality technology to turn each Pringles® packaging into a mini gaming console.

The democratization of the brand experience: Anyone with a smartphone can play along. That’s not only innovative, but also courageous. Gamers are given what they love most – a game! But also, all other snacking and especially soccer lovers can look forward to an exciting game. The mechanics: Scan the can or the QR code on the can with your smartphone and off you go: digital goal wall shooting on each can, – it’s a soccer game in which the user has to unleash six newly created 3D characters – analogous to the six most popular flavors.

Plus, there is more. In each can of the six most popular Pringles® flavors, a new designed 3D Collectible is caught, which the user has to unleash. Together the six are the Pringles® family: the grumpy original coach, the power referee, the highly concentrated goalkeeper, the elegant player’s wife, the crazy Pringles® saleswoman and the euphoric fan father. Whoever manages to free the 3D Collectible from its captivity can save and pick it up will automatically enter into a raffle. The prize: one of the limited edition 15-centimeter 3D-printed figures as a collector’s item.

Link: https://www.pringles-ar-game.com

Pringles

Six virtual characters are the protagonists of the Pringles® „AR you ready?” brand experience. We’ve named them the Pringles® family and they are ready to be unleashed in a unique AR Game. May I introduce them? The sextet is inspired from the soccer world, of course. But it’s not just a great team. Each person represents one of the most popular Pringles® flavors. Together the six are the Pringles® family: the grumpy original coach, the power referee, the highly concentrated goalkeeper, the elegant player’s wife, the crazy Pringles® saleswoman and the euphoric fan father. 

The Characters



The inspiration for their look was the Pringles® packaging itself, the long tube legs, the colors, the balloon jacket with Pringles® logo, the Germany logo on the jersey is in chips shape and the referee has freckles that look like peppers. Each character has been given an animation concept that fits their personality, with various characteristic movements. The sight of them should be fun for the users. By the way, anyone who unleashes one will have the chance to win it in a specially produced red gift box for real as a 15 centimeters high collectible.

The AR Game

The mechanics: Scan the can or the QR code on the can with your smartphone and off you go.

The Game: The digital goal wall shooting on each can, is a AR game in which the user has to unleash six newly created 3D characters – analogous to the six most popular flavors.

The Win: In each can of the six most popular Pringles® flavors, a new designed 3D Collectible is caught, which the user has to unleash.

Whenever the ball hits the surface of the roll, stones break out. Piece by piece, we see more and more of the Collectible in the roll. Several shots can completely free the Collectible.

The game is over when the entire front of the roll is exposed and the Collectible appears completely uncovered and unlocked.

The users must purchase all 6 different flavors to unlock them. Once all 6 Collectibles have been collected and won, all requirements are met to enter a raffle to win 1 of 72 exclusive Pringles 3D Collectibles.

The Raffle

Get them all!

Anyone who unleashes one AR Collectible will have the chance to win it in a specially produced red gift box for real as a 15 centimeters high collectible.

Over the period of the campaign (Q4 2022) once per week there will be 1 of a total of 72, 3D printed characters to be won among the registered users who have unleashed the AR Characters inside the game.

The Campaign

To reach more people and push our campaign, we activate people not only digitally (via social ads & landing page), but also out on the streets, for example by turning advertising columns into big Pringles Rolls and inviting everyone to play on them. The QR code invites passers-by to play the game. Scanning the QR code takes them to the landing page to start the game equally as on the Pringles Rolls.