ARgamingforPringles®–transformseverypackageintoaminigamingconsole,blendingpopculturewithesportsentertainment.
Client
Kellogg Deutschland
Industry
Consumer Goods
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
A can becomes a gaming console – Pringles® brings gaming directly to your hands.
Pringles® aimed to penetrate gaming and pop culture, making the brand relevant and experiential during the 2022 World Cup. The challenge was to engage new target groups like Gen Z and gamers, generate high interaction, and keep technical barriers low.
Success was measured by reach, game starts, participation in giveaways, and sales. An accessible experience without app downloads, quick activation at the point of sale, and an emotional experience that resonates with the community were essential.
As an established snack brand, it was crucial to connect product, event, and technology: the can was to become the interface, activation was to work via QR code, and the experience during the World Cup was to generate widespread attention.
Goal: Increase visibility, engagement, and sales.
The can became an interactive goal wall and mini-console.
Six popular flavors were transformed into six playable football characters. Users scan the QR code, place the can, and shoot chip areas under time pressure to free the characters. Limited 3D prints were offered as incentives.
Short video: The gameplay shows how chips are shot free with accuracy, the character celebrates spectacularly out of the can, and the user is encouraged to participate in the giveaway. The mechanics are fast, intuitive, and emotional.
Six characters with their own personalities tell the product story.
Technically, we relied on WebAR with 8th Wall for robust tracking and lighting, react-three-fiber for high-performance 3D rendering, and a Maya-based pipeline for hand-animated movements. A sleek UI ensured that the experience ran smoothly on all common mobile devices.
Web-based AR without an app made the experience accessible to everyone.
32% more sales and strong brand resonance.
During the campaign, sales increased by 32%, game starts and engagement were significantly above target, and the community responded positively to the combination of character design and gameplay. The key learning: low entry barriers combined with emotional characters boost adoption and conversion.
Thinking of packaging as an experience creates real brand connections.
We advise brands on transforming packaging into digital experiences that are low-threshold and deliver measurable KPIs. We would be happy to develop a scalable WebAR strategy that brings together product, event, and community.
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