To capitalise on the Indian Premier League and address the issue of the matches being played without fans in the stadium due to COVID-19.
The #WaveItWithPringles challenge leveraged Augmented Reality (AR) to create filters using Pringle chips that represented 6 unique cricket fans and encouraged viewers to participate in the IPL 2020 frenzy and fill up the stadiums, virtually! The vast influencer marketing strategy included collaborations with 200 nano influencers and 18 micro influencers. Check out the mobile filter on Instagram by clicking here.
The #WaveItWithPringles filter received a whopping 2.5 million impressions, 18.4K opens, 9.6K captures and 918 shares on Instagram. The filter’s 57,600 pringles chips filled up the Dubai stadium virtually, surpassing the capacity of the stadium by three times!