PIZZA PURSUIT
Pizza Hut needed to build awareness and loyalty in a way that would appeal to both families and solo eaters. They also wanted to find the pizza equivalent of McDonald’s Monopoly partnership.
So in concert with with Hasbro Gaming’s Trivial Pursuit we brought hungry gamers in five international markets Pizza Pursuit: a digital trivia game that puts consumer’s love for pizza to the test.
By scanning a QR code on their pizza boxes, hungry gamers answered questions to win real Pizza Hut slices, and two grand prize winners won $10,000 each.
As producer, I led the production development of the net-new design and programmatic implementation.
Pizza Pursuit saw great success for both brands exceeding expectations against all of their partnership objectives:
Over 300K players within the first week.
Entry form conversion averaged 60% (where 34% is the benchmark).
Game completion 71.4%.
Email opt-ins had a 54% conversion rate.
Sales were +34%.
This activation was honored at The Shorty Awards in the Global Campaign; and Contest & Gamification categories.
