Pringles collaborated with Xbox and Raw & Fury on a crisps campaign that introduces a hungry zombie named Frank who climbs through screens to snack on crisps. One video in the campaign shows a gamer playing a zombie game, then experiencing horror as the zombie begins to exit the screen and reach towards him—or in his direction for the tube of Pringles.
Pringles is bringing the magic of its campaign to real gamers, as Leahviathan played West of Dead with her live audience on Twitch and Zombie Frank made entered her room via her gaming monitor. The character is hopping from screen to screen and over the course of a few video spots, viewers will see Zombie Frank become more and more human.
Gamer-Targeted Crisps Campaigns
Pringles' Campaign Has a Hungry Zombie Who Travels Through Screens
Trend Themes
1. Gamer-targeted Advertising - Pringles' campaign shows the potential for brands to create interactive, immersive experiences for gamers in their marketing.
2. Crossover Campaigns - Collaborations between brands and video games can bring a new level of engagement to both audiences.
3. Interactive Branding - Integrating a brand's campaign and messaging within the virtual world can increase consumer involvement and brand loyalty.
Industry Implications
1. Snack Foods - The use of gaming as a marketing tool can create innovative campaigns that resonate with snack food consumers.
2. Video Games - Video game companies can partner with brands for unique crossover campaigns, creating new revenue streams and user experiences.
3. Digital Advertising - The integration of advertising and virtual reality creates new possibilities for engaging, interactive brand messaging.