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Giving PizzaExpress a slice of AR action.

PizzaExpress, one of the UK’s most well-loved power brands, enjoys creating experiences for its customers as much as it does pizza. Looking for ways to engage and entertain younger audiences ahead of the World Cup, they turned to us for a fun mobile AR game that combined two of our favourite things – football and pizza.

Client:

PizzaExpress

Sector:

Leisure & Hospitality

Capabilities:

Immersive & AR
Leisure & Hospitality
Doughball AR
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Say hello to ‘Doughball’, a mobile AR football game.

Say hello to ‘Doughball’, a mobile AR football game that challenges diners to shoot the restaurant chain’s famous (and dangerously morish) Dough Balls into a 3D goal that can be placed right on top of the table just by using the phone’s camera.

While the game was aimed at younger audiences, it very much got the whole family involved by giving everyone around the table the opportunity to take part in a multiplayer mode, as well as go up against other users in a global online leaderboard to battle it out for top spot.

Throughout the entire process we worked closely with PizzaExpress’ in-house digital team to develop a game that integrated seamlessly into its existing app, making them the first UK restaurant brand to integrate an AR game right into its own app.

The combined result was the creation of an addictive and challenging branded AR gaming experience that is not only great fun to play, but also positions PizzaExpress as true innovators in the hospitality industry.

The first UK restaurant brand to integrate an AR game right into its own app

We are always looking at ways we can improve our customers’ experiences and our new app does just that. For some, technology at the table has become a mealtime feature, so instead of families spending quality time hunched over their phones, with Doughball everyone can get involved in a 60 second ‘flick-about’ before the main event – eating pizza - kicks-off.

Timothy Love Senior Marketing Manager - PizzaExpress

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