Augmenting Dinner – Pizza Hut Gets AR Packaging
Pizza Hut is launching a new AR app activated by packaging as part of NFL promotion deal.
This year will mark the first time that Pizza Hut has been an official sponsor of the National Football League (NFL). To mark this, the food chain has launched a number of programs to get the attention of NFL fans and bring American Football and pizza closer together – including its new interactive augmented reality (AR) packaging.
For the new NFL season, Pizza Hut has announced new special edition packaging which will be available in all US Pizza Hut locations during the American Football season. To take it a step further, the packaging can activate a special AR app.
Consumers can download the app onto an iOS or Android device and use the camera to line up the top of the pizza box in order to unlock the ‘Beanbag Blitz’ game, a virtual variant on the game of Cornhole, where a team of two takes turns throwing beanbags through a cornhole board. The first player to reach 21 points will win.
“We tapped into technology to deliver a truly immersive gameday experience to fans – specifically combining what they’re most passionate about: their team, the spirit of competition, and of course, pizza,” said Zipporah Allen, Chief Marketing Officer, Pizza Hut, U.S. “Incorporating this AR component into our lineup of new experiences is broadening our digital portfolio and engaging fans in a completely new way.”
The AR app is just the tip of the iceberg with regards to Pizza Hut’s plans for the NFL season, with prize giveaways and exclusive pizza deals also planned to run over the course of the season.
“Pizza has the power to bring sports fans together, and for years, Pizza Hut has served as a gameday centerpiece in living rooms across the country. Now, as the Official Pizza Sponsor of the NFL, we’re going to celebrate football fans all season long,” said Marianne Radley, Chief Brand Officer, Pizza Hut, U.S. “We look forward to kicking off the season with our new league and team partners to deliver fans incredible in-home experiences and quality pizza each gameday.”