The limited-edition pizza boxes headline the companies retro-driven “Newstalgia” ad campaign.
Everyone’s favorite pellet-eating video game protagonist Pac-Man is set to return in a brand new augmented reality (AR) game launching as part of Pizza Hut’s “Newstalgia” ad campaign.
According to Pizza Hut’s chief marketing officer, George Felix, the idea behind the campaign is to “re-establish a strong brand identity rooted in decades of bold innovations, industry firsts, and nostalgic emotional connections” by incorporating instantly-recognizable elements of the brands past, such as Book It! pins, red cups, stained-glass lamps, and red-and-white checkered tablecloths.
This includes classic arcade games such as Bandai Namco Entertainment’s legendary 1980 maze arcade game Pac-Man. Customers will soon have the opportunity to rediscover their love for the iconic gaming franchise while enjoying a slice or two thanks to the companies AR-enabled pizza boxes.
Each of the limited-edition boxes features a QR code that—when scanned with your smartphone—generates a WebAR version of the original Pac-Man maze complete with original 3D assets of Pac-Man, Inky, Blinky, Pinky, and Clyd. Controlled via a virtual joystick, the game features three difficulty levels designed to cater to both casual and hardcore players. There’s also an online leaderboard where you can compare your stats with others and compete for the title of top dog.
According to Yutaka Fuse, Bandai’s head of licensing and branding, Pac-Man is a natural fit for the American restaurant chain, telling Food and Wine: “Pac-Man’s design and creation was inspired by the shape of a pizza with a slice taken out of it, making this partnership so appropriate for the Pac-Man brand.”
“The idea behind Newstalgia was born out of listening to our customers and celebrating all the things they associate with and love most about the brand,” added Felix while speaking to Insider. “Whether it’s the Tiffany lamps, arcade games, the red cups, the red-and-white checkered tablecloth or, of course, our iconic pizzas – and fusing those timeless equities with modern innovations, as seen with the partnership with Pac-Man and limited-edition AR box.”
Not a fan of pizza? Who the hell are you? Jokes aside, you can check out the experience sans pizza box by scanning the QR code provided above.
For more information on the AR-enabled pizza boxes and Pizza Hut’s Newstalgia campaign, visit here.
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Feature Image Credit: Pizza Hut