El Desafío Pringles
View the case- Brand
- Pringles
- Year
- 2023
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- In-Game
Objective
Pringles wanted a foothold with Gen Z gamers through an unconventional entry point rather than another straightforward sponsorship. Rocket League was one of Twitch's ten most-watched games of 2023, and Pringles had no presence there yet, making it the ideal fresh stage to build differentiation, reach and standing as a genuine gaming brand.
Solution
Players drop into a custom Rocket League map built entirely from Pringles' world: a cyberpunk city where stacked Pringles cans double as skyscrapers, a tram runs through the streets, and rolling potatoes serve as speed-boost pads instead of the usual arrows. The map splits into two zones - a fully branded football pitch for standard competitive matches, and a looping obstacle track that times each lap and posts results to a leaderboard. On top of free play, the map hosted "La Liga de Sabores", a creator tournament mixing 3v3 team matches, timed track runs, 1v1 duels between the top finishers, and aerial-dribbling challenges, all streamed live and clipped out to Twitch, Twitter, Instagram and TikTok for fans following along outside the game.
Results
92% take-up rate, over 3 million impressions and more than 50,000 interactions across social channels.
- 1
Players enter a custom Pringles environment inside Rocket League: a cyberpunk city built specifically for the brand, with landmark Pringles cans reimagined as skyscrapers and a tram running through the streets.
- 2
From there, players choose between two zones: a football pitch at the center of the city or a circular track that loops around it.
- 3
On the pitch, players compete in standard Rocket League 3v3 matches on a fully Pringles-branded field, where the speed boost pickup is reskinned as the product itself.
- 4
On "The Great Circuit," players drive a full lap of an obstacle-filled loop track, racing against the clock to post a competitive time on the leaderboard.
- 5
Within the "Liga de Sabores" competition, top players advance to 1v1 duels and take on a separate aerial dribbling challenge that tests ball-control skill.
- 6
Most of the audience experiences the map secondhand, watching creators Cacho01, Rosdri_Twitch, and Reventxz play and compete on stream, with the campaign extending into X, Instagram, and TikTok.
