In the Company of Huskies has created a new campaign to help Apache Pizza kick off its festive celebrations after creating the world’s first ever mobile Augmented Reality St. Patrick’s Day Parade game.
The digital first campaign was developed by In the Company of Huskies in partnership with AR specialists Hoopla Digital to promote Apache Pizza’s ‘We Love Extra’ platform. It celebrates the return of the St. Patrick’s Day Parade and Festival after two years of pandemic restrictions as well as the new extra-long bank-holiday weekend.
The interactive mobile AR game will deliver Irish dancers, parade floats, snakes, trumpet players, the famous Artane Boys Band and St. Patrick himself straight into homes across Ireland.
Apache Pizza delivers almost 5 million pizzas through its 180 stores each year and its special edition AR pizza delivery box will bring the interactive mobile AR game to life wherever families and friends are gathering to celebrate the traditional festivities.
Customers ordering any Apache Pizza from March 14th – 20th can use their pizza delivery box to play the AR game on their smartphone. Each one comes with a QR code that pizza fans can simply scan to activate and play the game on top of their pizza box.
The game challenges players to help an Apache Pizza delivery person to dodge their way through the busy parade to deliver pizza on time. Players are scored on their delivery time and can collect special pizza coins throughout the game to win free pizzas and special offers.
“Apache Pizza love extra and everyone loves an extra bank holiday. So, for the St. Patrick’s long weekend, Huskies created ‘An Extra Parade Delivered’ to give everyone a slice of the parade from home. It’s a fun and shareable mobile game experience played right on top of the pizza box. What’s more extra than that!?,” says Cillian Kenny, creative copywriter at In the Company of Huskies.
According to Marta Marin Ojeda, brand manager at Apache Pizza: “The extra-long St. Patrick’s Day bank holiday weekend is a natural fit with our ‘We Love Extra’ personality which is all about giving people extra pizza experiences as well as extra innovation, extra value and extra flavours, while championing inclusiveness”.
“Our ‘Extra Parade Delivered’ game is uniquely Irish and is the first of its kind anywhere in the world. It gives everyone the opportunity to enjoy the parade experience along with one of our tasty ‘We Love Extra’ pizzas. Be warned though, the game is just like our pizza, you’re going to really enjoy it and it will keep you coming back for more,” she continued.
Client: Food Delivery Brands Groups
Agency: In the Company of Huskies
Creative Director: Damian Hanley
Copywriter: Cillian Kenny
Senior Art Director: Ross Giles
UX & Character Design: Eamonn Finn
Game Score: Cillian Kenny
Account Director: Claire Slevin
Account Executive: Sára Benkö
Tech Producer: Niki Meredith
Strategic Planner: Madhumita Chandrasekaran
Managing Director: Brian Leonard
Strategy Director: Jane Madden
Business Director: Brian Johnson
Senior Producer: Laura Cronin
Game & Tech Development: Ellis Johnson, Hoopla Digital
PR Agency: McClure Media & PR
Media Agency: Carat
Account Director, Carat, Nathalie Dooley
Account Manager, Carat, Alenna Schneider
Account Executive, Carat, Conor Casey