Jung von Matt Nerd is running a launch campaign for World of Warcraft: Midnight with Pringles. The campaign is all about a 'Real Live Quest' that combines out-of-home, social and in-game rewards.
Instead of relying on awareness logic, Jung von Matt Nerd has opted for a quest-based approach to this campaign. Competition access is exclusively via QR codes on selected advertising pillars, which resemble Pringles cans. The locations will be announced in advance on the @pringles_de Instagram channel. Anyone who finds an advertising pillar can scan the QR code to access a microsite with an integrated quiz. Those who successfully complete the quiz will receive a limited-edition World of Warcraft in-game mount, available only as part of this collaboration.
"Gaming is driven by mechanics, not motifs. That's why, rather than building a classic campaign, we created a quest that feels like a real in-game experience," says Thanh Dao, Managing Director of Jung von Matt Nerd. "We combine social, out-of-home (OOH), and digital experiences into a journey that treats gamers with respect. Our strength at JvM Nerd lies precisely at the intersection of gaming, pop culture, and branding."
The campaign kicks off on 6 March with an advertising pillar in Frankfurt. From 17 March, it will move to other locations in Hamburg, Bremen, Berlin, Frankfurt, Leipzig and Munich (running until 26 March). The competition and website will be live from 6 March to 5 April. The campaign will be supported by original content on Instagram and creator content featuring JenNyan, who will send her community on a quest starting on 12 March.
"Through our collaboration with World of Warcraft, we aimed to provide our gaming community with more than just visibility," explains Julia Anderson, Pringles DACH's Market Activation Manager. "The exclusive in-game reward creates real added value for fans. At the same time, we are showcasing our brand in public spaces in an eye-catching way and extending the experience consistently into the digital realm."
The budget forms part of the ongoing collaboration between Pringles and Jung von Matt Nerd. The Germany- and Asia-based agency is responsible for concept development, implementation support, social content, website development and print data creation. The media spaces were booked through Ströer. Creator booking and content production were carried out in collaboration with We Are Era. Blueprint is responsible for constructing and installing the hero pillar.
