Hell's pizza-and-fireworks campaign has proved to be sales dynamite, with the company recording its busiest week ever over Halloween and Guy Fawkes.
Marketing, advertising & media intelligence
The name 'Teahupo'o', which was given to the Tahitian surfbreak widely considered one of the heaviest in the world, roughly translates to English as 'to sever the head' or 'place of skulls'—and for good reason. Since 2000, there have been five recorded surfer deaths, and countless others have been dragged across the razor sharp reef that lies under just a few feet of water. And despite the risks involved, Visa sent surfer Kolohe Andino into the barrel armed with a mobile phone and a Go Pro camera in an effort to show viewers how easy it is to order pizza through its mobile platform.
In a 2008 paper, neuroscientists Siri Leknes and Irene Tracey concluded that pain and reward processing involves many of the same regions of the brain. And while this doesn't necessarily make us all sadomasochists by biological obligation, the success of Hell Pizza's 'Angry Dragon' campaign suggests that there certainly is some truth to this. Over the course of the campaign, a total of 3,526 pizzas were attempted in under two weeks, resulting in the use of 63.25 kilograms of ghost peppers, which measure one million Scoville heat units, and 87.1 litres of Dragon's Fury Sauce.
Mention the word drones and images of indiscriminate bombing come to mind. But Ex-Wired editor Chris Anderson has a different take on things and he's been extolling the virtues of—and making a business out of—unmanned flying devices for years. Now Domino's has also seen the light and, as this video of the 'DomiCopter' shows, the pizza of the future might be airborne.