Like Chipotle, Pizza Hut opted to host its event in a virtual experience that already exists, in this case, ComplexLand.
ComplexLand describes itself as a “free, open-world digital experience” centered around purchasing exclusive merchandise and brand drops.
The game dropped me in the welcome area of the digital world, where I was given a randomized avatar to explore.
I first spent a few minutes getting my bearings, figuring out how to move around and chat.
Messages started popping up about different merch drops in the digital world and where I could find them.
The Pizza Hut connection wasn’t especially clear, so I double checked that I was even in the right place.
ComplexLand was full of areas I could enter, so I searched around more.
Each spot on the map took me to a different page where different items were available to buy.
There were both real and virtual items for sale.
Most of the items on sale were collaborations with brands I recognized by name, like this shop’s affiliation with “Ozark.”
This Bored Ape art was sold out by the time I arrived.
Pizza Hut’s role came in the form of delivery vehicles places around the area that users could find and use to potentially win free pizza for a year.
Each car is located with an “undead delivery driver,” as Pizza Hut describes it.
Pizza Hut’s art in the game is designed by artist Rob Shields as a “post-apocalyptic cyberpunk world.”
Peter Adams at Marketing Dive described ComplexLand as similar to a popup or festival, just taking place online, and that seems like the most accurate description to me.
Source: Marketing Dive
The event seems to have been a success by ComplexLand’s standards, with more time spent on the platform than in previous iterations, head of collaborations and experiential for Complex Networks Neil Wright told WWD.