Like Chipotle, Pizza Hut chose to host its event in a virtual experience that already exists, in this case, ComplexLand.
ComplexLand describes itself as a “free and open digital experience” centered around purchasing exclusive products and branded drops.
The game dropped me into the Digital World welcome area, where I was given a random avatar to explore.
I first spent a few minutes getting my bearings, understanding how to get around and chatting.
Posts started popping up about different merchandise in the digital world and where I could find them.
The Pizza Hut connection wasn’t particularly clear, so I double-checked that I was even in the right place.
ComplexLand was full of areas I could enter, so I searched more.
Each point on the map took me to a different page where different items were available for purchase.
There were real and virtual items for sale.
Most of the items for sale were collaborations with brands I recognized by name, such as this shop’s affiliation with “Ozark.”
This Bored Ape art was sold out by the time I arrived.
Pizza Hut’s role took the form of vehicle delivery locations in the area that users could find and use to potentially win a free pizza for a year.
Each car is located with an “undead delivery driver”, as Pizza Hut describes it.
The art of Pizza Hut in the game is designed by artist Rob Shields as a “post-apocalyptic cyberpunk world”.
Peter Adams of Marketing Dive described ComplexLand as similar to a popup or festival, just happening online, and that seems to me to be the most accurate description.
Source: Marketing Dive
The event appears to have been a success by ComplexLand standards, with more time spent on the platform than previous iterations, Head of Collaborations and Experience for Complex Networks Neil Wright told WWD. .