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Meet Frank
Pringles' powered-up collaboration with Twitch brought to life a misanthrope Zombie Cowboy called Frank that helped us reach the unreachable, engage the unwilling and convince the doubters. Gamers can be tricky folk, but Frank made them sit up, take notice, with an equivalent of over 65 years spent with him across various platforms, and ultimately eat 8% more Pringles. Pringles had a problem; we were the ‘occasion’ crisp. The crisp you enjoyed with your mates or took to a party, limiting consumption moments. To change this, we harnessed the power of an everyday activity, whose audience love a snack to get more people, eating us more often. Gaming was the perfect vehicle, with 71% of gamers regularly snacking while playing. Crisps are gamers’ no. 1 snack of choice, making them a key area of opportunity for us, so we made them sit up and take notice. We knew we were their perfect snack – our non-greasy crisps are vital to maintaining optimum controller grip – but we needed them to know this too. Our mission: Align and associate Pringles with gaming authentically to become gamers’ no. 1 snack brand while being outspent 2:1 by our closest competitors. Gamers are notoriously hard to engage, so we had to think like a gamer to win their favour. We eschewed just telling them why they should love us and instead went big, creating Frank, a Pringles-loving zombie cowboy from the game ‘West of Dead’ to wreak havoc across gaming streams To make Frank stand out and resonate in a world full of iconic characters, we onboarded Twitch, the world’s leading live-streaming service and home to millions of gamers. Twitch are about bringing people together, making it the perfect platform to take Frank from 6ft under to stratospheric stardom! Our strategy was to create show-stopping content that crucially involved the audience by eliminating the barrier between the online and the real world. For the first time, we wanted to break a character out of a game, out of a screen and into the room of streamer Leahviathan, whom we identified as the perfect talent to create a mini-drama rather than just a stream. Attracted by the pop of a Pringles can, Frank burst out of WoD - live on Leah’s stream. Those tuning in could interact and fall in love with Frank, teaching him how to game and competing in challenges to win prizes. Agency: Carat
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