Like Chipotle, Pizza Hut chose to host its event in a virtual experience that already exists, in this case, ComplexLand.
Land Pizza Hut Complex
ComplexLand describes itself as a “free and open digital experience” centered around purchasing exclusive products and branded drops.
Land Pizza Hut Complex
The game dropped me into the Digital World welcome area, where I was given a random avatar to explore.
Land Pizza Hut Complex
I first spent a few minutes getting my bearings, understanding how to get around and chatting.
Land Pizza Hut Complex
Posts started popping up about different merchandise in the digital world and where I could find them.
Land Pizza Hut Complex
The Pizza Hut connection wasn’t particularly clear, so I double-checked that I was even in the right place.
Land Pizza Hut Complex
ComplexLand was full of areas I could enter, so I searched more.
Land Pizza Hut Complex
Each point on the map took me to a different page where different items were available for purchase.
Land Pizza Hut Complex
There were real and virtual items for sale.
Land Pizza Hut Complex
Most of the items for sale were collaborations with brands I recognized by name, such as this shop’s affiliation with “Ozark.”
Land Pizza Hut Complex
This Bored Ape art was sold out by the time I arrived.
Land Pizza Hut Complex
Pizza Hut’s role took the form of vehicle delivery locations in the area that users could find and use to potentially win a free pizza for a year.
Pizza Hut Complexland
Each car is located with an “undead delivery driver”, as Pizza Hut describes it.
Pizza Hut Complexland
The art of Pizza Hut in the game is designed by artist Rob Shields as a “post-apocalyptic cyberpunk world”.
Pizza Hut Complexland
Peter Adams of Marketing Dive described ComplexLand as similar to a popup or festival, just happening online, and that seems to me to be the most accurate description.
Land Pizza Hut Complex
Source: Marketing Dive
The event appears to have been a success by ComplexLand standards, with more time spent on the platform than previous iterations, Head of Collaborations and Experience for Complex Networks Neil Wright told WWD. .
Land Pizza Hut Complex
Source: WWD
I can see this would be true for users considering buying a specific commodity.
Land Pizza Hut Complex
However, I think the average Pizza Hut customer lured in by the promise of winning a free pizza was probably confused and disappointed.
Pizza Hut Complexland
The concept of post-apocalyptic pizza delivery drivers is creative and has led to some interesting art, but it’s clearly far from central to the online experience.
Pizza Hut Complexland
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