Kellogg brand Pringles got the Civic Holiday weekend started a little early last week by throwing the Ultimate Pringles Summer Party in Toronto’s Yonge-Dundas Square.

With media by Starcom, event management and social by Strategic Objectives and digital by Michigan-based Biggs Gilmore, the event was aimed at adults aged 25 to 45 and saw the chip brand partner with Canadian improv comedian Ian McIntyre, who was on-hand to share party tips and perform his own Pringles party tricks.

Partygoers could score a free can of Pringles by showing off their own Pringles party tricks and sharing them with friends via social media using on-site video and photo booths and the hashtag #PringlesParty. They were also invited to take in games like mini-putt and party tunes spun by two Toronto DJs.

Jeff Chatterton, associate director of snacks, Kellogg Canada, tells MiC that the Pringles Party was a core part of a broader PR strategy to position the brand as a perfect fit for summer occasions likes BBQs, picnics and cottage getaways. The strategy also included Facebook ads to help promote the party and amplify Pringles-related content.

Chatterton says the party was a first for Pringles, noting that it was an ideal way for the brand to bring its playful nature to life by engaging with consumers directly, while turning them into content creators and social amplifiers.