Pizza Hut is bringing the thrill of arcade gaming to its pizza box with a playable AR version of Pac-Man on limited-edition boxes.
The campaign is part of a larger marketing effort to elicit nostalgia.
The AR Pac-Man games are only available on select boxed for Pizza Hut’s large-size $10 Tastemaker pizzas.
For this activation, Pizza Hut worked with Pac-Man developer Bandai Namco Entertainment to secure the rights to the classic game. The overall campaign, dubbed “NEWstalgia” and powered by Craig Robinson and agencies GSD&M and Tool of North America, which helped produce the campaign.
The brand is also organizing a live contest to win a custom Pac-man game cabinet. To enter, you have to share your score on Twitter, probably alongside a screenshot.
The campaign also aims at supporting online sales, by developing a complete digital experience for customers:
“We’re always looking for opportunities from a marketing standpoint to see where new technologies or emerging technologies can help us tell the stories that we want to tell,” Felix said. “And the Pac-Man collaboration is an example of that.”