Pringles, Cincinnati, last week unveiled the Pringlesmobile, a 53-foot trailer featuring a 30-foot can outside and a mobile dance club inside. The tour will visit outdoor venues around the U.S. through August.
First stop is Spring Break in Daytona Beach, FL, next week. An on-site sweepstakes will give away the Spud Bug, a Pringles-logoed VW Beetle. A smaller cargo van bearing an eight-foot Pringles can on its roof will travel along to pass out samples. The vehicles will make appearances at, among other venues, SFX, Inc.-owned concert venues (Pringles has a sponsorship deal with New York City-based SFX) and Six Flags theme parks. Consumers can audition for the “Mr. Pringles’ Posse Casting Call,” a dance contest to select the cast of an upcoming TV spot.
The campaign also has a cause component, with Pringles donating 10 cents for every mile traveled to “youth empowerment” organization ShiNE (Seeking Social Harmony in Neighborhoods Everyday). Grey Worldwide, New York City, and Porter Novelli, Chicago, handle.
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