The Kellogg Company?s Pringles potato chip brand is making an obvious play at viral content with its newest challenge, which directs customers to make a creation with its chips and capture it for social media.

The creation is being called the Pringles Ringle, and is being promoted through the hashtag #PringlesRingle. And while it may seem a droll campaign to promote such a product, Pringles seems aware that it is playing a largely hit-or-miss game that could return massive dividends if it reaches even a fraction of the viral attention that other participatory campaigns such as the ALS Ice Bucket challenge achieved. 

"Earlier in October, an image of a Pringles ring was posted on a science-themed feed, which was a fine nerd culture joke pic, a would-be meme, and in the interim two weeks several people have people have posted their own 'ringle' sculptures to social media," said James McNally, director of digital strategy at TDT, New York. "And in a sign that Kellogg Company's social agency is paying attention to #pringles chatter, the potato chip maker has created a press release and an infographic on creating a 'ringle.'  

Creating the Pringles Ringle requires purchasing a can of the chips, possibly even two if the artist wanted to get especially creative. It involves creating a ring by stacking the potato chips in a specific fashion, essentially creating a circular bridge by taking advantage of the chips? specific parabolic shape.

The campaign will be quite the stroke of genius if it catches on, as it stands as a way to pass time for camera-happy social media users while also forcing exclusive use of Pringles? own product by consumers, who will have a difficult time forming a Ringle out of the amorphous shapes of competitors? chips.

The campaign began with a rollout on traditional media through partnerships with local news media, and a particular focus on morning shows. In terms of organic growth, the Pringles Ringle is in its nascent stages, but is already showing signs of uptake from consumers.

The Ringle has also been heralded by influencers of unexpected sorts, including Jane Espenson, renowned television writer for Buffy the Vampire Slayer and Game of Thrones.

If looking at the practice of marketing through a certain lens, one can divine two familiar categories in strategy: a campaign either plays it safe or swings for the fences. While there is not much overlap between the two, Pringles seems to have found a way to craft an initiative that leaves the door open for viral exposure while committing very few funds to content creation, focusing more on media buying. 

Taking a page out of noncommercial viral campaigns? books was a shrewd accounting move by Pringles, but it is still too early to tell if it will be an equally powerful marketing play. 

The snack food market has been an especially heated battleground for crowdsourced advertising as of late. Last month, competitor Lay?s announced the re-release of three fan-favorite flavors, enabling consumers to earn hourly rewards by texting a code found on packaging to a designated number (see story). 

And its Cheetos brand joined the Halloween spirit by inviting consumers to purchase its Bag of Bones products, create ghoulish combinations with the monster-themed shapes and upload their art to a mobile-optimized exhibit site for a chance to win prizes (see story).

"So what is the 'ringle,' and what does it represent?" Mr. McNally said. "On one hand, it's an internet wannabe phenomenon that's not even remotely close to trending, and which has essentially zero chance of going viral beyond a few diehard Pringles fans? and on the other it's an example of Kellogg doing what they can to capitalize on brand chatter." 

"If Kellogg pushes this too far, they are wasting their time; it's simply a non-starter," he said. "However, taking advantage of social mentions and putting a little effort into recognizing UGC is rarely a bad idea for a CPG company; Kellogg is doing exactly what they should by recognizing this Pringles engagement, but they should keep their involvement light. 

"Ultimately I doubt we'll hear much? or anything? about the 'ringle' in the future."