Idle Worship

Pringle backed writers

What?: Would anyone really want to spend a whole day with an American Idol finalist? Pringles think so, and is offering the crisp buying community a competition to do just that. The “Pringles Win a Day with an American Idol Finalist” contest does exactly what it says on the tin. However to enter the competition you’ll have to log on to Pringles.com and submit a 100-word essay saying how you intend to spend the day should you be lucky enough to win.

Limited-edition American Idol cans will also be used in store to promote the campaign.

So what?: 100 word essay?! Why not make your audience re-sit their Maths exam while you’re at it. Will an American Idol target audience really sit down and write that much copy? It may not sound like a lot, but to a generation used to Twittering, MySpace comments, and writing on Facebook walls it’s an epic.

American idol covers a wide consumer demographic, is this really the most effective way to target them? The recent ‘Jingles for Pringles’ competition seemed a more logical approach, utilising an easily accessible UGC format – but unfortunately it had the awkward twist of expecting consumers to sing about the product.

“Once you pop you can’t stop” says the Pringles slogan.

These kinds of campaigns suggest there may be a problem even getting started.

www.pringles.com