#CWC2019: How Pringles married its on-ground activation with social media this World Cup

Pringles World Cup Campaign amped up nationwide cricket fever by entering GUINNESS WORLD RECORDS® for creating ‘Largest Sentence Made from Packaged Food’ with #GetItBackIndia.

The Case Study takes a look at how for the Pringles World Cup Campaign, the brand combined social media, influencer outreach, and their on-ground activation to stand out this World Cup.

Category Introduction

According to Euromonitor the Indian chips market is sized at Rs. 7,000-7,500 crores approximately. The market has been growing at a robust pace of 15% over the past five years and going forward, is expected to grow at a similar pace.

Brand Introduction 

Pringles is one of the leading manufacturers of premium potato chips globally. The marketing objective from social media was to generate a buzz about the brand's on-ground GUINNESS WORLD RECORDS®-creating feat and amplify the same among fans of cricket and the brand in quintessential Pringles style, i.e. social togetherness and fun as a part of the Pringles World Cup Campaign.

Summary

Pringles® India entered the GUINNESS WORLD RECORDS® for creating the ‘Largest Sentence Made from Packaged Food’-‘#GetItBackIndia’ at Lulu Mall in Kochi, with a life-size installation made out of 10,005 unopened cans of Pringles chips. The structure was on display for a whole week and visiting fans were able to join in on the cricket fever, get pictures of the mammoth design and simultaneously leave their very personal message for Team India on the wall placed alongside.

The GUINNESS WORLD RECORDS® initiative was very well received on social media as it trended briefly on Twitter, shared on Instagram and was even retweeted by several cricket enthusiasts and fraternity members such as Harsha Bhogle, Yuvraj Singh and Ajinkya Rahane. Overall, we received a phenomenal response from consumers all over.

Problem Statement/Objective 

To accentuate the present cricket fervour in the country by using the same element that also makes Pringles a favourite among consumers, i.e. social togetherness coupled with quirk.

Brief

Pringles gets identified with its iconic food, pack shape and delicious flavours of chips. The brand’s equity wheel is placed on bringing people together to connect, have fun and enjoy life. Cricket is one such sport that brings the entire nation together. The brief to the agency was to leverage the current cricket fever in the nation and create an exciting touchpoint for consumers using the cans of Pringles.

Creative Idea

In a bid to ensure that they did visual justice to the sentiment of cricket fans without compromising on the iconic style of Pringles’ communication, the brand zeroed in on the opportunity to set a GUINNESS WORLD RECORDS® by creating the largest ever fan message that would then, in turn, be amplified on social media.

Challenges

One of the most striking challenges or factors that Pringles had to consider was the curation of tailored content that would appeal to a wider audience set. This was to ensure the brand kept communities buzzing about the campaign and that conversation continued well beyond the physical unveiling on social media.

Also Read: Case Study: How KFC used drone to popularize their new Smoky Grilled wings

Execution 

On 7^th June 2019, Pringles® India unveiled the largest sentence created from 10,005 cans of Pringles at India’s largest Mall, Lulu Mall in Kochi that read ‘Get It Back India’. The message captured the sentiments of a billion well-wishers and fans of Team India in the national colours right in the atrium of the mall. A wishing wall was placed beside the message that allowed fans to not only catch a glimpse of the spectacle but also get behind their team with a message of their own. 

Post launching the installation Pringles took the campaign to social media exclusively and engaged influencer and fan pages to amplify our reach. The brand activated Twitter, Instagram, and Facebook to capture on-ground developments in real-time on these platforms.

They curated a host of varied content that included static images, drone videos and time lapses in the days that followed as well. The idea was to enhance reception across geographies as they begin retweeting, reposting and sharing the initiative on their own pages.

Results 

• Pringles India is now the titleholder for the ‘Largest Sentence Made from Packaged Food

• #GetItBackIndia trended on 8th June 2019 at #5 in India with a reach of 3.1 mn  and generated 10.3 mn impressions on Twitter

• The campaign had more than 2,000 user posts across platforms in a span of two separate days that had a cumulative reach of 46.39  million

• Retweets by Yuvraj Singh, Ajinkya Rahane and Harsha Bhogle as well as engagement by multiple verified cricket fan pages and local influencers on Twitter 

CMO Quotes

Speaking about the initiative in Kochi, Sumit Mathur, Director-Marketing, Kellogg South Asia, said, “Pringles has been an iconic brand globally and in India. Our consumers love us for our distinctive stackable chips, which lends a great sensorial experience, the vibrant unique Pringle Can, and the high resonance that we have with our target audience in everything we do. Our award-winning campaigns like ‘Single as a Pringle’ where the brand associated with singles in the country during Valentine’s Day or ‘Get Match Ready with Pringles’ during the cricket season last year are just two examples of the cutting edge work we do consistently to tap into shareable, snacking occasions. As we continuously strive to create the WOW factor for consumers, we saw no better opportunity than the current cricket fever that unites the entire nation’’