Pringles: AR You Ready?!
Open the game- Brand
- Pringles
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- AR
- Agency
- Mike John Otto
Objective
Drive sales and engagement for Pringles in the German market during the 2022 FIFA World Cup by creating an interactive entertainment experience that connects the snacking product to digital gaming culture. The brand sought to engage Gen Z and gaming audiences through a novel packaging activation.
Solution
An augmented reality football game embedded in Pringles packaging, activated by scanning QR codes on cans. Six playable characters represented the brand's most popular flavors. Players aimed at can-based targets under time pressure to "free" each character, with animated celebrations rewarding successful shots. Built on WebAR technology using 8th Wall for tracking, react-three-fiber for 3D rendering, and hand-animated character movements to ensure accessibility without app downloads. A 10-month collaborative effort by ACNE Berlin, Deloitte Digital, and Demodern (Creative Technologies), with Mike John Otto serving as Executive Creative Director.
Results
Sales increased 32% during the campaign period. Game starts significantly exceeded targets. The campaign generated positive reception to both character design and gameplay mechanics.
