I Visited Pizza Hut in ComplexLand Metaverse

Like Chipotle, Pizza Hut opted to host its event in a virtual experience that already exists, in this case, ComplexLand.


ComplexLand Pizza Hut


ComplexLand describes itself as a “free, open-world digital experience” centered around purchasing exclusive merchandise and brand drops.

Pizza Hut Metaverse


ComplexLand Pizza Hut


The game dropped me in the welcome area of ​​the digital world, where I was given a randomized avatar to explore.

Pizza Hut Metaverse


ComplexLand Pizza Hut


I first spent a few minutes getting my bearings, figuring out how to move around and chat.

Pizza Hut Metaverse


ComplexLand Pizza Hut


Messages started popping up about different merch drops in the digital world and where I could find them.

Pizza Hut Metaverse


ComplexLand Pizza Hut


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

Pizza Hut Metaverse


ComplexLand Pizza Hut


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

Pizza Hut Metaverse


ComplexLand Pizza Hut


Each spot on the map took me to a different page where different items were available to buy.

Pizza Hut Metaverse


ComplexLand Pizza Hut


There were both real and virtual items for sale.

Pizza Hut Metaverse


ComplexLand Pizza Hut


Most of the items on sale were collaborations with brands I recognized by name, like this shop’s affiliation with “Ozark.”

Pizza Hut Metaverse


ComplexLand Pizza Hut


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

Pizza Hut Metaverse


ComplexLand Pizza Hut


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.

Pizza Hut Metaverse


Pizza Hut Complexland


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

Pizza Hut Metaverse


Pizza Hut Complexland


Pizza Hut’s art in the game is designed by artist Rob Shields as a “post-apocalyptic cyberpunk world.”

Pizza Hut Metaverse


Pizza Hut Complexland


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.

Pizza Hut Metaverse


ComplexLand Pizza Hut


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.

Pizza Hut Metaverse


ComplexLand Pizza Hut


Source: WWD

I can see what that would be true for users going in with plans to buy a specific piece of merchandise.

Pizza Hut Metaverse


ComplexLand Pizza Hut


However, I think the average Pizza Hut customer lured in by promised of winning free pizza was probably confused and underwhelmed.

Pizza Hut Metaverse


Pizza Hut Complexland


The concept of post-apocalyptic pizza delivery drivers is creative and led to some interesting art, but it’s clearly far from the focus of the online experience.

Pizza Hut Metaverse


Pizza Hut Complexland


Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button
%d bloggers like this: