Schlock horror! Hell rediscovers marketing mojo with interactive zombie flick

  • Advertising
  • August 11, 2010
  • StopPress Team
Schlock horror! Hell rediscovers marketing mojo with interactive zombie flick

Pizza and horror movies have always gone pretty well together. And while there have been plenty of classic zombie flicks over the years, not one of them has featured pizza in the movie itself. Hell Pizza and Christchurch-based filmmakers Little Sister Films decided to change that by creating Deliver Me to Hell, supposedly the world's first 'pick a path' interactive Zombie movie and now a mid-level YouTube sensation.

Youtube Video

It's always risky proposing to have created a world first. And while the interactive YouTube theme has been used often, most notably in the Cannes Lions Grand Prix winning Choose a Different Ending campaign for the Metropolitan Police, it's hard to imagine anyone else has made an interactive YouTube zombie pizza movie.

Hell director Stu McMullin says it "sets a new standard in target audience engagement and entertainment, and allows Hell to stand out from their monotonous peers".

"The viewer decides which directions the plot takes, and if they don’t like how the story turns out, they just start again. Unlike other interactive YouTube games all the videos except for the entry point have been set as unlisted and thus inaccessible unless you follow a direct link." This means that there’s no easy way to skip ahead, and the game has to be played in its entirety, and is rewarded for doing so by going into the draw to become morbidly obese with a year’s supply of Hell pizza.

He says the campaign has struck a chord in New Zealand, but also globally, with over 3,000,000 views on YouTube in the first seven days, making it the 49th most viewed in the world on YouTube.

"Who’d have thought that a small pizza company down here could make such an impact around the world" McMullin says. "It’s bloody brilliant."

So after a period of neglect, maybe Hell is starting to get its marketing mojo back. And surely the next step is to leverage the success of the movie with a special 'Braaaaaaaiiiinssss pizza'.

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.

MKTG announces Kimberly Kastelan as general manager

  • Advertising
  • February 15, 2019
  • StopPress Team
MKTG announces Kimberly Kastelan as general manager
Fleur Skinner, Kimberly Kastelan

Kimberly Kastelan is the new general manager MKTG in New Zealand, a promotion from her previous role as the agency's group account director. The appointment follows Fleur Skinner’s resignation.

Read more
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