The Pizza Hunt
Read the story- Brand
- Pizza Hut
- Year
- 2022
- Objective
- Sales
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- In-Game
- Agency
- VML Sydney
Objective
Pizza Hut Australia wanted to stay relevant with a gaming audience by showing up on their own turf, using its in-house streaming team, Hut Games, instead of advertising around the games players were already in. When Call of Duty: Warzone rolled out proximity chat just days before the campaign, the brand raced to be among the first to build something on it, turning a brand-new feature into a live activation almost overnight.
Solution
Drop into a Warzone match on the Al Mazrah map, and the lobby is told a "Pizza Hut delivery driver" is somewhere on the map — really a Hut Games streamer or a partner streamer playing the part. Track them down mid-match, and once you're close enough for proximity chat to pick up your voice, you place your order out loud, right in the middle of the firefight — no menu, no app, just talking to the driver like you would to a teammate. Keep fighting to the end of the match or not; if the order goes through, an actual pizza turns up at the player's real address afterward. The whole hunt plays out live on stream at the same time, so it doubles as a spectacle for viewers watching the driver get chased down.
- 1
The player joins a live public match of Call of Duty: Warzone on the Al Mazrah map during the campaign window — no separate app or registration, the activation runs inside the existing shooter.
- 2
At the start of the match, a Pizza Hut "delivery driver" — a Hut Games team member or partner streamer playing that role — announces over lobby chat that free pizza delivery is hidden somewhere in this match, explaining the rules directly through the game.
- 3
The core loop is a manhunt: the player has to track down and physically reach that specific driver-player on the map while ordinary battle royale combat continues around them, exposed to enemy fire the whole time.
- 4
Getting close enough to the driver triggers Warzone's proximity chat automatically, opening a live voice channel between the two players with no menus or button prompts.
- 5
The player places an order by speaking a pizza choice aloud to the driver through that voice channel, the way they would talk to a real delivery courier.
- 6
Finding the driver and voicing an order is rewarded instantly with a free pizza, and the reward is fulfilled outside the game — Pizza Hut prepares and delivers the pizza to the player's real address.
- 7
The hunt also plays out publicly on Hut Games' and partner streamers' live broadcasts, letting viewers watch others land orders and prompting them to jump into Warzone themselves to try finding a driver.
