Pringles: Rising Stars

Agency: Yahoo and Carat
Client: Kellanova - Pringles

In 2024, Pringles and Yahoo launched Rising Stars, a groundbreaking gaming tournament designed to level the playing field between casual players and pros. The campaign aimed to make gaming more inclusive by giving everyday gamers a fair shot at victory, with pro players intentionally distracted by humorous pranks and challenges, voted on by viewers.

Spanning 10 European countries, the campaign was an impressive feat of cross-market coordination. Over the course of the campaign, a whopping 2,237 custom video assets were created and seeded across the region, reaching 47 million people through display ads, Xbox promotions, and Twitch streams. The tournament featured top-tier talent and 10 everyday gamers competing on custom Pringles-themed Fortnite maps, filmed at Yahoo’s XR studio. With in-game dwell time averaging 11 minutes and 113% increase in clicks to the Pringles hub, engagement exceeded expectations. Rising Stars boosted Pringles’ brand association with gaming, successfully driving community engagement and sales growth across Europe in 2024.