Pizza Pops sends fans on an adventure to the far reaches of the internet in latest campaign

6/30/2020

Work

by Cossette

As Pizza Pops continues to look to the lighter side of social distancing for its fans, and show up for fans in a genuine way, the brand is launching a contest for a year’s (or more accurately, more than anyone probably should eat in a year) supply of the hot snack.

The brand, which unapologetically embraces its weird nature – not a pizza, not quite a calzone… is doing this a little differently than most.

Rather than the typical contest where customers simply need to fill in their contact details and maybe answer a skill-testing question for a chance to win, Pizza Pops developed a digital scavenger hunt using digital ads to encourage fans to guess the URL of a landing page hidden in the vastness of the internet. The contest is keeping fans on their toes with red herring landing pages for fans guessing straightforward URLs like FreePizzaPops.com and IWonFreePizzaPops.com telling them to keep on guessing. The real URL, which is made up of so many characters there are 15,274,273,784,216,772,010,809,058,760,118,889,311,288,057,718,833,676,288 possible combinations of the winning characters, is so top secret it’s never even been documented in conversations between the brand and creative agency Cossette.

Our dudes have always loved that we celebrate that weird can be cool. We believe our role is to entertain in a way that is genuine and true to our brand. This interactive campaign is part of a series of content in which we will be bringing weird to the world.

Liana Condotta, Marketing Communications Manager for Pizza Pops

The All-You-Should-Probably-Eat-In-A-Year supply of Pizza Pops contest is the latest in a series of weird and wonderful ads for the brand, which has leaned into the online platforms so many young Canadians have been relying on to stay connected over the past few months. Whether that’s offering fans a chance to Facetime a Pizza Pop (with the Pizza Pop being there to “chat” from a kitchen, basement and even a bathroom location), or putting out unbranded banner ads of ‘weird’ images with a call to action to click. The brand will reward people with free product for doing the weirdest thing someone can do on the interest - clicking on a banner.

Everyone has been struggling with isolation over the past few months. If Pizza Pops can help cure a little boredom, then that’s a win.

Craig McIntosh, Executive Creative Director at Cossette

The contest is running now in English Canada – while the campaign will wrap July 5th, the contest URL will be live until a lucky winner cracks it.