Case Examine: How Pringles leveraged AR filter-cricket combo for IPL 2020 marketing campaign

#WaveItWithPringles AR filter marketing campaign was dropped at life to assist Pringles join with cricket followers throughout IPL 2020 as most of their customers had been confined to their houses.

In the course of the IPL 2020 season, Kellogg’s Pringles leveraged augmented actuality to create an AR filter marketing campaign utilizing Pringle chips that represented 6 distinctive cricket followers and inspired viewers to take part within the IPL 2020 frenzy and refill the stadiums, nearly. Utilizing facial gesture recognition, each time a consumer opened their mouth, the 6 Pringle characters raised their palms, doing the motion of a Mexican wave towards the pre-recorded sound of stadium cheers.

Class Introduction

Chips are one of the vital generally consumed snacks the world over. In line with information analytics agency GlobalData, India’s potato chips/crisps market was price US$2.59bn in 2017, rising at an annual charge of 18.7%, and is predicted to additional develop to a worth of $5.5bn in 2022 

Model Introduction

Pringles was initially developed in america of America by Procter & Gamble, in 1967. The model was offered to Kellogg’s in 2012. Kellogg’s India launched Pringles within the nation in 2014. With an enormous number of worldwide flavour choices, Kellogg’s India has additionally launched native flavours which meet the Indian style palette.

Company

Zoo Media

Abstract 

The #WaveItWithPringles marketing campaign was a Pringles AR filter marketing campaign, which was amplified with the assistance of an enormous influencer advertising and marketing technique, together with collaborations with 200 nano-influencers and 18 micro-influencers 

Drawback Assertion/Goal

Cricket in India is greater than a sport. IPL is extensively adopted by the nation’s cricket followers. Yearly, cricket followers sit up for attending the IPL matches in numerous cities of the nation. Sadly, as a result of COVID-19 pandemic, IPL 2020 was hosted in Dubai and never on residence turf. Regardless of the stirring pleasure and assist among the many followers, the important thing aspect of cheers from followers within the stadium was truant. The problem was to search out an revolutionary strategy to have interaction with cricket followers to bridge this hole.

Transient

To capitalise on the Indian Premier League and handle the problem of the matches being performed with out followers within the stadium on account of COVID-19. 

Artistic Concept

Kellogg’s Pringles created a digital Mexican Wave by capitalising on the AR Filter phenomenon and collaborates with over 200 influencers to convey cricket followers nearly to the IPL stadium.

Challenges

Cricket is a sport that’s liked by all in India. In truth, for many viewers it represents high quality time spent with their family members. As a result of pandemic and the following lockdown, the most important problem was that folks couldn’t cheer for his or her groups or gamers. Moreover, folks couldn’t work together or meet one another. 

Execution

Creating an interactive AR filter together with the Pringles Chips cheering for the gamers: Kellogg’s Pringles created a personalised Augmented Actuality (AR) filter. AR was an effective way to get customers and cricket followers collectively and cheer for his or her groups whereas experiencing the stadium expertise. On this filter, the Pringles chips had been strategically designed to signify 6 cricket followers, which had been positioned on the backside of the filter.

Utilizing facial gesture recognition, each time a consumer opened their mouth, the 6 Pringle characters raised their palms, doing the motion of a Mexican Wave towards the pre-recorded sound of stadium cheers. The animation within the filter and pre-promotion posts to advertise the filter was executed by The Rabbit Gap.

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Collaborating with Macro and Nano Influencers to advertise the filter: An influencer advertising and marketing technique collaborating with over 200 nano influy Zoo Mediaencers and 18 macro-influencers was executed; this included Jatin Sapru, Dhanashree Verma, Danish Sait, and Ayush Mehra. The Influencers inspired all their followers to cheer for his or her favorite groups and convey the stadium vitality by way of their Instagram tales. 

Outcomes

The #WaveItWithPringles filter obtained 2.5 million impressions, 18.4K opens, 9.6K captures and 918 shares on Instagram.

Talking on the collaborative effort amongst the assorted groups of Zoo Media, Pratik Gupta, Co-founder, Zoo Media & FoxyMoron stated “With life coming to an entire standstill in 2020, we needed to discover revolutionary methods of partaking with the patron for many of our manufacturers. In the direction of the top of the yr, cricket & the IPL appeared like the most important competition that Indians had been wanting ahead to. With Kellogg’s, we wished the followers to really feel linked and provides them an immersive stadium-like expertise.”

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