Brand Purpose The Drum Awards Gamification

How Pizza Hut gamified its brand experience with a Trivial Pursuit crossover


By Awards Analyst, writer

December 7, 2022 | 4 min read

VMLY&R Commerce and Pizza Hut won at The Drum Awards for Digital Industries 2022 in the retail and e-commerce category for 'Pizza Pursuit'. Here, we find out what went into this successful board game crossover.

Pizza Hut

How Pizza Hut gamified its brand experience with a Trivial Pursuit crossover

Hit by the desire to build customer loyalty in an era of delivery apps, Pizza Hut resolved to build on superficial similarities between pizza and the colored wedges of Hasbro's Trivial Pursuit for a food and gaming mashup.

The brief

Pizza Pursuit takes the form of a digital trivia game in which participants scan a QR code on branded pizza boxes to be presented by a range of brain teasers in fields spanning geography to pizza.

Competitive challenges can be arranged in groups of up to six for the chance to show off your general knowledge to your friends or even scoop a cash prize.

The idea

To gamify the pizza munching experience, the fast food brand approached Hasbro to develop a themed web-enabled game that could be played out on oil-splattered boxes.

Launched across five key markets, including the UK, the game featured tailored questions to raise awareness of partner brands such as Pepsi, Coke and Ben & Jerry's.

Those who answered the most questions correctly would be in with a chance of scooping a $10k grand prize.

The results

The unconventional team-up saw both brands benefit, with game completions hitting 71.4%. Email opt-ins enjoyed a 54% conversion rate and sales were up 34%.

In this way, both brands pushed beyond their traditional audiences to benefit from a reach that was greater than the sum of their parts.

This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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