FWA Site of the Day, March 27, 2021
The “Hut Arcade” Pac-Man Web AR Game pizza box successfully rekindled customers’ love for Pizza Hut while establishing new connections with younger generations. With over 11,260 total hours played, UGC poured forth on social, making fans of hardcore gamers and pizza lovers alike. A mobile site including GIF-instructions made sure the late-adopter crowd could easily participate in this unique augmented experience while a global leaderboard ensured replay-value in efforts to get users’ name on the board for all to see.
In total, the Pac-Man AR box activation received 741 million media impressions, more than doubling our impression goal with 100% positive sentiment. This resulted in a positive lift on the brand tracker in both price and value perceptions as well as food appeal and brand connection with the majority of customers asking for more games on packaging.
Most importantly, 10.6 million Pac-Man boxes were sold, which means that for the month of March, somehow a pizza box became the top-selling game console in the world. The whole world?! Yes, we know it’s apples to pepperonis, but the Pac-Man pizza box outsold the Nintendo Switch, Playstation 5 and Xbox Series X…. combined.