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Brief Published: 6 Jan 2014

Media-Enhanced Pizza Boxes Deliver At-Home Marketing

Pizza Hut limited edition packaging

To celebrate the release of its Xbox One game Forza Motorsport 5, global tech giant Microsoft has teamed up with American restaurant chain Pizza Hut to deliver an interactive augmented reality (AR) experience to UK customers – via pizza boxes.

With help from British AR specialist Blippar, Microsoft has transformed the packaging of 500,000 Pizza Hut delivery boxes. The limited edition packaging replaces the regular logo with the game’s cover image, emblazoned on the front with a call to action to release exclusive content.

Consumers that have downloaded the free Blippar app onto their smartphones can unlock the content – an exclusive animated trailer for the game, which appears to float above the box – simply by hovering over the packaging. Following the trailer, they are then given an option to navigate further interactive content, including alternative trailers, demos of the game and competitions.

This is not the first time that the Microsoft-owned Xbox console brand has collaborated with Pizza Hut: a similar campaign was launched for the release of the game Halo 4 in 2012.

The campaign demonstrates an innovative way for brands to deliver engaging content directly to consumers at home, while also spotlighting the rising trend for using packaging for advertising and marketing campaigns.

For more, see Tech-Enhanced Packaging and the upcoming report Media Enhanced Packaging, publishing later this month.

For more on shrewd uses of AR by retail brands, see Augmented Reality Retailing, Holition: The Interview, Virtual Stores & Media Facades, Ikea Launches AR Catalogue & App, Try-Before-You-Buy AR App, and Augmented Reality Summit 2013.