Pizza Hut x Pac Man AR Collaboration

Summary:

When I saw this article, my mind was blown. I was not sure if it was because of the AR component, seeing Pac Man, or just the thought of the one-to-one consumer experience Pizza Hut was able to create. Pizza Hut has definitely doubled down on its digital presence and is taking full advantage of its customers who pick up or have a pizza delivered any day of the week. The pie chain is rolling out a series of limited-edition boxes with QR codes that lead to an augmented-reality Pac-Man game, which can be played on the maze printed on the packaging.

Pizza Hut is also hoping the yearlong campaign will help it continue the momentum it’s seen over the past three quarters, according to Felix. The brand saw an 8% increase in same-store sales in the U.S. during the fourth quarter of 2020, marking its best quarterly performance in a decade, according to its most recent earnings report.

Insight:

Pizza Hut is not afraid to use emerging technology in its brand marketing. There are several trends that stand out from this marketing campaign. The use of AR Technology, finding a nostalgic way to connect with customers, and interactions through packaging are all ways a brand can make connections with its customers on the go. The most powerful marketing tool that customers have is their phones and brands that are able to use the device as a tool out of social media wins. Believe it or not, QR codes also had the biggest impact in 2020 and they have continued to be deeply rooted in physical marketing campaigns and out of daily necessity.