Overview
Pringles HOT partnered with lastminute.com to give people the chance to win a holiday with their friends. We took the on-pack promotion beyond the shelf, creating a creator-led entertainment launch that gave Gen Z something worth watching, sharing and talking about.
Insight
Pringles HOT and lastminute.com had a natural connection. One brought the heat, the other helped people go and find it.
ZEAL Collabs brought the brands together around something Gen Z already loves: going away with friends. The on-pack promotion offered the chance to win a last-minute holiday, while our job was to turn that offer into something worth watching and sharing.
Challenge
Gen Z do not wait around for advertising. They choose what earns their attention, then decide whether it is worth sharing. The challenge was to create something they would actively want to watch, while keeping the promotion at the centre of the idea.
Strategy
We put entertainment first.
Instead of building a traditional campaign around the promotion, we brought together creators Gen Z already followed and placed them in a shared competition designed for YouTube.
The full film gave audiences something substantial to watch, while creator content carried the idea into different communities across social.
Idea
We created the Pringles HOT Seat Challenge, a 30-minute YouTube film hosted by Tays.
Fourteen creators boarded a huge branded Pringles bus and took on a series of chaotic challenges to win their seat on a lastminute.com trip to a destination of their choice.
Teasers built anticipation before launch. The creators then took the campaign into their own channels through 18 stories and 18 feed posts, priming audiences before the full film dropped.
"MEETING GEN Z WHERE THEY ALREADY SPEND THERE TIME WITH CONTENT THEY ALREADY WANT TO WATCH"
Results
13.5 million views across social channels
Reached 7.9 million people, more than three times the original target of 2.5 million.
An on-pack promotion became entertainment people chose to watch. The attention showed up on the shelf too.
