TMNT: Pizza Power
View the case- Brand
- Pizza Hut
- Year
- 2023
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Adventure & Quest
- Platform
- AR & VR
- Agency
- Tool
- With
- GSD&M
Objective
Pizza Hut's decades-long tie to the Teenage Mutant Ninja Turtles gave it a natural hook into Paramount's summer 2023 movie relaunch, and the brand wanted a reason for fans to order a pizza rather than just watch a trailer. Framing delivery itself as a Turtles mission let Pizza Hut turn a limited-edition box into the start of a game, feeding a broader campaign built on engagement over price discounting.
Solution
Players open the game straight from their phone browser — scanning a QR code on a limited-edition TMNT pizza box or tapping a link — with no app to install. A map shows real nearby locations where a Turtle or a mutant is lurking; the player walks there, raises their phone, and the camera finds a virtual manhole cover hidden in the street. From there they fight off the mutant and hand over a pizza to whichever Turtle is waiting, earning a Turtle Tip on the spot. Along the way players can snap an AR photo standing next to the Turtles and share it. Collecting four Turtle Tips enters the player into a sweepstakes for movie tickets and a year of free pizza, so a session can end either with an instant win or one step closer to that prize.
- 1
The game launches from a QR code printed on limited-edition Pizza Hut boxes themed to the Mutant Mayhem film, or from a direct link; it runs in the mobile browser with no app download required.
- 2
Before play, the game confirms the player is old enough to participate and requests browser access to the camera, motion sensors, and location.
- 3
The player chooses between playing the full AR experience or skipping straight to a form that grants one sweepstakes entry and an instant-prize result.
- 4
The player takes on the role of a pizza courier and opens a map showing real nearby locations where a Turtle or a mutant is waiting, guiding them to each spot in turn.
- 5
At each location, the player scans a QR code, sticker, or virtual manhole cover through the camera in AR, which triggers mutants to emerge; the player fights them off, then delivers a virtual pizza to the Turtle underneath.
- 6
Each successful delivery earns a digital "Turtle Tip" that accumulates in the game, and the app immediately reveals whether the scan also won an instant prize such as a gift card or T-shirt.
- 7
The player can pose for an in-camera AR photo with the Turtle and share both the photo and their earned tips through built-in sharing.
- 8
Collecting all four Turtle Tips unlocks a registration form that grants one additional sweepstakes entry.
- 9
Players can rescan for instant prizes as many times as they like throughout the promotional period, but each person is limited to one sweepstakes entry, with prize drawings held on three set dates.
