Dodo Pizza X Zenless Zone Zero: "Taste Hunt In Zenless Zone Zero" - In-app Mission In Dodo App

Objective

Dodo Pizza partnered with HoYoverse's Zenless Zone Zero to drive customer engagement and foot traffic across Russian and Belarusian locations during a limited promotional period. The campaign targeted the gaming audience through a branded collaboration, combining in-game incentives with physical rewards to motivate pizza orders and build brand affinity with players of the popular action game.

Solution

An in-app quest within the Dodo Pizza mobile app guided registered users through a structured player journey. Upon purchasing two specific collaboration menu items (Dodster New Eris sandwich and New Eridu mochaccino) in a single transaction, players triggered automatic promo code distribution through the app's Promotions section. The system validated one completion per user and issued a unique redemption code. Players received in-game rewards including an exclusive avatar, profile business card, collectible item, energy recovery resource, an expert journal, and 20,000 denni currency. The campaign also offered physical merchandise—character-themed keychains and acrylic stands—given as a gift with qualifying orders on a first-come-first-served basis at ~1,000 participating restaurants. A flagship offline event was held on launch day, July 15, 2025, at the chain's Moscow location (Bolshaya Polyanka St., 30), recreating the game's New Eris atmosphere with interactive test zones and cosplayers; attendance was first-come-first-served or by online time-slot booking, with participation capped at one hour per visitor. The quest integrated with iOS and Android platforms and included analytics event tracking.

Results

Campaign duration: July 15–August 15, 2025. Geographic scope: approximately 1,000 Dodo Pizza locations across Russia and Belarus. Specific engagement metrics, conversion rates, or sales figures were not published.