Pringles just turned last-minute airport chaos into a new creator-led campaign. The Hot Seat Challenge social-first campaign is designed to spotlight its new partnership with lastminute.com—a brand that offers discounted travel deals—and boost Pringles HOT sales among Gen Z. For the challenge, YouTuber Tays led participants on a whirlwind coach ride from Manchester Piccadilly to Manchester Airport, stopping at city landmarks and taking on fast-paced challenges for a chance to win a £2K lastminute.com holiday. Instead of leaning on traditional ads, Pringles recognized that cold winter days, financial pressures, and adulting have hit twentysomethings hard, so they created an experience that offered an escape (and of course, a perfect post). For Pringles HOT, it’s a first-of-its-kind activation, exploring new ways to connect with young consumers beyond traditional media, and YPulse knows creator-led campaigns are one of the best ways to reach Gen Z. (Little Black Book)
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