Make mine with extra zombies: One Fat Sheep makes hellish pizza world

  • Marketing
  • November 27, 2013
  • Amanda Sachtleben
Make mine with extra zombies: One Fat Sheep makes hellish pizza world

Hell Pizza has enlisted trans-Tasman digital marketers One Fat Sheep and Wellington's Inject Design to make its pizza boxes the passage to an augmented reality world full of zombies.

Users download the app to iOS or Android smartphones, then scan a QR code on specially printed promotional pizza boxes to play the game.

It's then all about defending Hell stores from hordes of zombies, using pizza bombs to lure them and machine guns and other weapons to kill them off.

The AR game was one of several ideas One Fat Sheep pitched to Hell, says CEO Rupert Deans. "We'd been talking with them for quite a while about what they could do to engage users and about digital marketing. This was one of the ideas we put forward to them. The (AR) experience is at a point now where it's more fun and interactive. With smarter devices it's reached the tipping point."

Customers can win rewards like free sides and pizza as they move through the game levels and share their achievements on social media.

"It's really a convergence of gamification with an app and the design and the user experience, but tying it all back to loyalty. There hasn't been anything that I know of today that gives such a unique brand experience."

Hell Pizza CEO Ben Cumming says his company has been looking at gamification for a while and wanted a fun way to improve customer loyalty.

"Not only is [the game] a first in our industry, it fits the brand and our audience perfectly.

"We've seen more and more customers engage solely with Hell online and on handheld devices."

Hell's objectives for the game were to reward customers and use it to drive sales, says Cumming. It was also another way to have fun with the business, he says.

The game is an evolution of Hell's forays into zombie-themed marketing. In 2010 it released an interactive 'pick a path' YouTube video, Deliver Me To Hell.

Deans adds his company will soon add a bonus level to the game, played via a poster. It will give the user the feeling they're looking through a window into the game world, rather than down on it as it would appear if used via the pizza box.

At the time of writing the app had been downloaded 6000 times.

One Fat Sheep developed it with Qualcomm's Vuforia AR platform, while Inject conceived the designs.

It sees the platform as "the first of many steps in uncovering the potential of augmented reality" in customer experience, says Deans.

The company, which has offices in Christchurch and Melbourne, has developed Flash-based games and AR apps for retailers, but this is its first AR game.

It developed the prototype for Zombies from Hell in three months.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Creative excellence: Shane Bradnick on the Axis Awards, creativity, and change

Creative excellence: Shane Bradnick on the Axis Awards, creativity, and change

StopPress speaks with Shane Bradnick about his move from DDB to take up a role at TBWA\New Zealand, his thoughts on award shows and his role as convenor at the 2019 Comms Council Axis Awards.

Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit