Pringles targets teens with Crunch Band, a music-making app and product-purchase-incentive campaign – 07/02/2012
Pringles created a marketing campaign to target teenagers during the summer music festival season. To “strengthen the brand relationship between Pringles and teenagers” they created Crunch Band, a mobile app that allows people to manipulate their phones to produce musical tones from different instruments.
To get new instrument sounds, users scan a barcode on a Pringles chip can. The app further encourages interaction through a function that turns an empty can into a speaker device. Another component encouraged users to post a digital campaign badge on their Facebook page.
Crunch Band was initially intended for the Scandinavian market, but was further released in 16 other countries, including UK, US and Russia. The campaign was shortlisted for a Cannes Lion marketing award.
Date of Publication: 07/02/2012
Source: Cannes Lions
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