Pringles-Athena KaCha Campaign

Challenge

1. To educate users about “Ka Cha” and fast-forward them to a playfully eccentric ending, while using mechanisms that conform to the characteristics of SNS sites.
2. To leverage Pringles’ viral videos (Cinderella, Silent Hill, Monkey King) and make them one of the components of the interactive program
3. To drive Gen Y engagement with the Pringles “Ka Cha” movement.

Solution

We developed a brand new game application on Xiaonei China, with which users could kidnap their good friends to help finish a list of pre-defined boring tasks—or “Ka Cha” them to freedom.

By providing interesting content that stimulated interaction among friends, the brand zone showcased the viral videos while further spreading the “Get to the Crunch” message. It also provided news and event information, as well as a customized greeting card and membership/referral tool to enhance the “Ka Cha” and brand awareness.

Result

The three-month campaign started on 1 August 2009. Already 115,342 application players have been installed, while the PV of the brand zone was 915,241 after just one month. Undoubtedly, the KaCha application will achieve the important benchmark of becoming one of new popular applications on Xiaonei.com.