Pizza Hut Sewer Delivery
Pizza Hut and the Teenage Mutant Ninja Turtles go way back
From co-branded toys and video games to a live musical tour, Pizza Hut has long been a favorite of those radical reptiles. Unfortunately, many of our fans are now either Splinter’s age or too young to know who that is. So with the Turtles returning to theaters in a bodacious, new, animated movie from Seth Rogen, Pizza Hut saw a unique opportunity. Our goal was to recapture the love of nostalgic fans while creating a whole new generation of Pizza Hut lovers.
Approach: Introducing Sewer Delivery
Introducing Sewer Delivery
But how do you deliver to the sewers where the Teenage Mutant Turtles live? By eliciting our customers to help using the latest in manhole technology that’s how. Fans were challenged with locating manholes, defeating hungry mutants, and delivering pizza to Raphael, Donatello, Leonardo and Michelangelo in AR for a shot at winning sweet merch, movie tickets or free pizza delivery for a year.
Participants could scan image trackers connected to Pizza Hut pizza boxes or track their immediate surroundings and drop a virtual manhole to deliver pizza to the sewers. Sewer Delivery was a 360° campaign and even included actual deliveries in the subways of New York City.
Results Cowabunga!
Sewer Delivery was a cowabunga-level success for Pizza Hut with hundreds of thousands of people playing the AR game and it was covered by media outlets like CNN, Time Out and Insider. By turning all those overlooked manholes into a fun way to engage with the brand and win free Pizza Hut, we won back nostalgic fans and created a whole new generation of teenage pizza lovers.