CHALLENGE: With no official NCAA tournament or team sponsorships to leverage, securing incremental in-store display during March Madness required a creative solution to bring together the sport of basketball, the excitement of the tournament, and the Pringles brand.
OBJECTIVES: Kellogg’s objective was to drive a 10% sales lift of Pringles at Walmart during the tournament. The program had to align with the newly launched “You Don’t Just Eat ’Em” national brand campaign while disrupting how shoppers interacted with the brand in the context of March Madness.
STRATEGY: First, create a branded game that embodies the excitement of March Madness and its celebratory moments, exclusive to Walmart. Second, partner with trick shot artists Dude Perfect to create branded content to promote the game online, reach Pringles fans and non-fans alike, and drive everyone into Walmart to pick up Pringles and the game. Finally, encourage people to create and share their own trick shot videos online to further promote the game and branded content.
The Pringles Flavor Slam program is successfully engaging consumers online and in stores.
The program debuted with the release of Dude Perfect’s ping-pong trick shot video on PringlesFlavorSlam.com and Dude Perfect’s YouTube channel, receiving 2,000,000 views on YouTube in the first week and totaling 3,761,730 views by the time of this submission. As of 31/03/2014, the program has garnered a total of 141,600,000+ impressions, of which 44,680,000+ were via earned media.
Pringles Flavor Slam program has also been an impressive sales success, far exceeding the client objective of a 10% lift in sales. Between 15/02/2014 and 31/03/2014, Pringles sales were up 22.2% versus last year at Walmart, resulting in a return on investment of $11.60 (€8.43) for every $1 (€0.73) spent.