Pizza Hut - TMNT Pizza Power
Open the game- Brand
- Pizza Hut
- Year
- 2023
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- AR
- Platform
- AR
- Agency
- Tool
- With
- GSD&M
- With
- Pizza Hut
Objective
Pizza Hut partnered with Paramount to promote the theatrical release of Teenage Mutant Ninja Turtles: Mutant Mayhem by gamifying pizza deliveries and creating a mobile-first AR experience. The campaign aimed to drive consumer engagement with the film through an interactive brand activation that leveraged the pizza-sewer origin story of the movie.
Solution
Players scanned limited-edition TMNT-themed pizza boxes with their smartphones to unlock a WebAR experience powered by Niantic's Lightship Visual Positioning System. The game involved locating virtual sewers in real-world GPS coordinates, delivering digital pizza to hungry Teenage Mutant Ninja Turtles, and earning digital tips from the characters (Raphael, Donnie, Leonardo, and Michelangelo). Players could capture and share AR photos with the turtles. Accumulated tips made participants eligible for an epic sweepstakes offering TMNT merchandise, exclusive film screenings, and pizza parties for winners and their 50 closest friends. The experience was accessible via QR codes on branded pizza boxes and at tmnt.pizzahut.com. The campaign ran from June 21 to August 16, 2023.
Results
Awarded FWA of the Day (2023 FWA Awards). Specific engagement metrics, player count, or sales impact were not published in available sources.
