Pizza Pizza wafting Grey Cup fans to virtual stadium

To boost awareness of its brand's association with the big game, the chain is enabling football fans to virtually get in on the action.

In an enviable case of pinpointed UGC, the Toronto-HQ’d Pizza Pizza chain is highlighting its association with the Grey Cup while revving up excitement among football fans – virtually transporting them right into the stadium for the big game.

Working with Toronto interactive specialists Indusblue, Pizza Pizza launched a website yesterday to invite visitors to post images that will appear in a virtual football stadium, and to enter a contest to win Grey Cup tickets. Each fan’s posting will become part of a short video that can be emailed to family and friends. The clip will show an aerial view of a football stadium on game day as a camera pans the players and screaming fans. Suddenly, the people in the stands will turn over flip cards to reveal the images that were uploaded to the site.

‘It’s a fun way for Pizza Pizza customers to get involved in the Grey Cup celebrations,’ says Indusblue co-founder/CD Dayton Pereira, whose company developed the campaign creative. ‘What makes this site unique is that it integrates user content directly into the video content. It’s important to offer consumers entertaining ways to experience the brand, (and this) campaign does just that.’

The innovative online campaign will be promoted through print advertising, in-store creative throughout Ontario franchises and four million flyers being mailed to homes across Ontario this week, as well as on the CFL’s and Pizza Pizza’s websites. All media buys were handled in-house at Pizza Pizza.