Pizza Hut WebAR PAC-MAN® Box
Open the game- Brand
- Pizza Hut
- Year
- 2021
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Arcade
- Platform
- AR
- Agency
- Tool
- With
- GSD&M
- With
- Pizza Hut
Objective
Pizza Hut launched the 'NEWstalgia' campaign to modernize iconic brand moments by blending nostalgia with contemporary technology. The campaign aimed to drive sales of the $10 Tastemaker pizza and create a breakthrough interactive experience that leveraged the company's strength in classic American culture.
Solution
The campaign transformed limited-edition pizza delivery boxes into playable WebAR arcade games using 8th Wall technology. Customers scanned a QR code on the box side, triggering a three-level Pac-Man game rendered directly on the box top design in their smartphone camera. Players could share scores on Twitter to enter a sweepstakes offering custom Arcade1Up Pac-Man cabinet prizes. The activation was supported by TV commercials featuring actor Craig Robinson and coordinated social media promotion with branded partner Bandai Namco.
Results
The campaign earned significant industry recognition: Bronze at the 2022 Clio Awards for Branded Entertainment & Content and Packaging Design, multiple Gold awards at the 2022 National Addy Awards (Games, Virtual Reality, Branded Content & Entertainment for Online/Interactive, and Augmented Reality categories), and Best Use of Mobile in an Experiential Activation at the 2022 Adweek Experiential Awards.
