I visited Pizza Hut in ComplexLand Metaverse

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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.

Pizza Hut Metavers


Land Pizza Hut Complex


The game dropped me into the Digital World welcome area, where I was given a random avatar to explore.

Pizza Hut Metavers


Land Pizza Hut Complex


I first spent a few minutes getting my bearings, understanding how to get around and chatting.

Pizza Hut Metavers


Land Pizza Hut Complex


Posts started popping up about different merchandise in the digital world and where I could find them.

Pizza Hut Metavers


Land Pizza Hut Complex


The Pizza Hut connection wasn’t particularly clear, so I double-checked that I was even in the right place.

Pizza Hut Metavers


Land Pizza Hut Complex


ComplexLand was full of areas I could enter, so I searched more.

Pizza Hut Metavers


Land Pizza Hut Complex


Each point on the map took me to a different page where different items were available for purchase.

Pizza Hut Metavers


Land Pizza Hut Complex


There were real and virtual items for sale.

Pizza Hut Metavers


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.”

Pizza Hut Metavers


Land Pizza Hut Complex


This Bored Ape art was sold out by the time I arrived.

Pizza Hut Metavers


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 Metavers


Pizza Hut Complexland


Each car is located with an “undead delivery driver”, as Pizza Hut describes it.

Pizza Hut Metavers


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 Metavers


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.

Pizza Hut Metavers


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. .

Pizza Hut Metavers


Land Pizza Hut Complex


Source: WWD

I can see this would be true for users considering buying a specific commodity.

Pizza Hut Metavers


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 Metavers


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 Metavers


Pizza Hut Complexland


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