Pizza Hut recently went underground—offering limited-time delivery to a New York City subway station—in a new promotional stunt tied in with the upcoming film, Teenage Mutant Ninja Turtles: Mutant Mayhem.
The crime-fighting Teenage Mutant Ninja Turtle brothers—Leonardo, Michaelangelo, Donatello and Raphael—live in an abandoned subway station in New York City. So Pizza Hut felt it was only fitting to try out underground deliveries at a specific local subway station in Manhattan as part of a “full 360 campaign” for the August 2 launch of the film.
Select pizza lovers in Manhattan experienced an underground delivery by texting the Turtle Emoji to a dedicated hotline number, which then placed the order with Pizza Hut. A Pizza Hut delivery driver handed off the pie within minutes at the marked “Pizza Drop Zone” within the subway station.
Related: Domino’s has new plan to out-deliver its competitors
The full 360 campaign also includes TV, digital, social, experiential and in-restaurant integration:
- TMNT: Pizza Power Mobile AR Game: In Pizza Hut’s new mobile AR game, Teenage Mutant Ninja Turtles: Pizza Power, you play a delivery driver in the game, and it’s your job to find all four Turtles hiding under virtual manholes in your city, fight the mutants and ultimately deliver the pizza. Players can collect tips from the Turtles and win tickets to the movie or free pizza for a year.
- Specialty Themed Pizza Boxes: Starting at the end of June, Pizza Hut will unveil limited-edition movie-themed pizza boxes available for Big New Yorker orders as well as large and medium pizzas. The boxes feature artwork of various Ninja Turtle characters. A QR code on the pizza box will also lead fans to play the Pizza Power AR game.
- Co-Branded Pizza Hut x TMNT Spot: The Turtles are also popping up in new TV ads for Pizza Hut. Hungry for pizza, Mikey orders a Big New Yorker delivery to the Turtle Lair, taking an unsuspecting Pizza Hut delivery driver by surprise. Featuring animation and voices from the film, the spot includes 30-, 15- and 6-second versions and will air starting June 26.
- In-Movie Integration: Pizza Hut’s pizza will make cameo appearances in several scenes of the film.
“Pizza Hut and Teenage Mutant Ninja Turtles have a longstanding history that goes back to the ‘90s. Bringing the two together again for a new generation was a no-brainer,” said Lindsay Morgan, chief marketing officer at Pizza Hut. “With this new collaboration, we wanted to pay homage to the Turtles’ origins and their love of pizza, while also infusing modern touchpoints and a fun, creative take on pizza deliveries—in real life and through augmented reality gaming.”
