The Overview

The gaming industry is a global phenomenon, rapidly evolving with over 1.7bn players worldwide, generating an annual revenue of $92bn, set to rise to $200bn by 2022. In EMEA (Europe Middle East and Africa) alone it has enjoyed year-on-year growth of 11.5% at €35bn, with a split of 55% men and 45% women.

Unlike some entertainment platforms, gaming connects people from all backgrounds and beliefs. It helps build new communities by bring people together who may otherwise have never connected. ‘Social gaming’ is now the new norm, with 64% of gamers playing online with friends.

In November 2020, the famous snack of occasions and sharing, Pringles, partnered up with video gaming brand Xbox, to launch the Xbox Series X.

Whilst Pringles briefly pops you out of the gaming routine, similar to gaming, it produces unexpected moments of fun and social connection – the perfect snack to accompany any gaming experience.

The challenge

Gaming is set to become the most dominant global ’sport’ this year, and gamers will continue to spend billions of hours playing and watching gaming related content. With this medium seeing such a rapid trajectory, communication to support related campaigns needs to be visualised through a platform that best resonates with the target audience.

Digital signage within a retail environment allows brands to move beyond passive content, in order to produce engaging and positive reactions. This form of signage becomes an essential part of a multichannel customer journey that connects digital and online experiences with brands. In order to optimise this even further, it’s important to consider how print and digital can work hand in hand, rather than in silo.

Digital screens are vibrant, engaging and eye-catching, representing one of the most powerful ways to communicate promotional information to passersby and potential customers.

Whilst shoppers traditionally narrow down their choices and often know what they want before they visit a physical store, connecting the retail experience through in-store digital messaging allows shoppers to be both more informed and more impulsive about their purchase decisions.

Digital signage is visual, which makes it easier for viewers to digest and retain information. It also allows brands to engage with the audience more impactfully, better communicate their values, and influences people to follow a call to action or make a purchase. Using digital media to communicate an offer, promotion or campaign allows brands to transcend and control the shopper journey, delivering timely messages that can be easily digested.

Aire’s visualisation team repurposed the eye-catching imagery created for the physical POS items, to produce a range of dynamic animations for in-store digital screens, across 9 European markets. These helped bring the promotion to life in a manner which really connected with the target audience, and helped to emphasise the fantastic prize on offer to Pringles consumers: an Xbox Series X, in addition to a free 7-day Xbox online gaming pass.

The result

Following our recommendations, and building on the huge success of this project, digital POS will be considered as part of all relevant future briefs for Kelloggs and Pringles to support their in-store collateral.

 “Aire took on the challenge of creating animations for use on digital screens, in stores across Europe, for the first time with Pringles Gaming. They understood our requirements and adopted the new process to produce excellent work. The playful animations certainly brought our Key Visual to life.”

Tayler Regan – Innovations and POS Manager, Kellogg’s