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Marketing agencies take note: Experiential marketing by Pringles

18 July 2013

As we march steadily forward into the digital age, the brands that are destined to survive are the ones that can embrace digital and use it to connect with consumers emotionally, says James Fuller of intergrated marketing agency, whynot!.

The popular path for digital at the moment seems to lie in experiential marketing, that is to say creating a memorable experience for consumers through interactive activities that ring an emotional chord. For Pringles, the latest adopter of this strategy, it’s about the fun and humorous connection with fans and with this new campaign- and we must admit they’re doing it rather well.

Making good use of digital yet again with their latest campaign ‘Last Can Standing’, the Pringles marketing team have had come up with giving their consumers the chance to create the world’s tallest virtual stack of Pringles.

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Set to reach their 8.5 million Facebook fans across Europe, Pringles are encouraging consumers to pick a favourite flavour before the cans are stacked virtually. Almost 4000 cans have already been stacked and consumers are incentives further, with chances to win VIP tickets to the V Festival for the last can standing.

By bringing all their fans into one space Pringles can touch many more people than even the largest live interactive experience. With over 12.6 million 13 – 25 yr olds on Facebook in the UK and Europe, Pringles have decided to tap into this accessible market. The Pringles marketing team knows it is no longer enough to run a straightforward competition or reach a target number of Likes on Facebook. The current digital generation needs to be able to engage with a brand online. Pringles have recognized this and given their fans an experience for their generation.

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Why marketing agencies and client marketers should take note

The importance of interactivity is huge. The growth of online games and social media games clearly demonstrate this. The real power of social media marketing lies in word of mouth or sharing interesting interactive content with friends. If Pringles had simply replied on an advert without an interactive element there would be much less incentive to share that content with others. In the digital age we live in, interactive marketing ensures consumers are more emotionally invested in the brand and can share that experience with their friends. By making the campaign shareable, brands immediately connect with a much bigger group of potential consumers, those Facebook refers to as ‘friends of friends’.

Add to that the range of digital platforms available today - not just Facebook and Twitter, but also emerging platforms like Vine and Snapchat, which allow brands to have more control over the size or time of content shared, digital interactive campaigns have become the Golden Goose of branding.

Think about all the interactive digital campaigns Skittles has launched over the years, most recently, ‘Build The Rainbow’, all of which engage their consumers.

Skittles are always being talked about for their effort to be more in touch with their consumers and their followers respond accordingly by become strong brand advocators online. The ability to customise that kind of experience using digital, on such a colossal scale, is vital to a brand’s success today.

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Danielle Stagg

Written by Danielle Stagg