- Pizza Hut on July 28 will turn a well-liked VTuber into “Teenage Mutant Ninja Turtles” character Donatello during its “Friday Night Bites” stream on Twitch, per details shared with Marketing Dive. A VTuber is a web-based entertainer who uses a computer-generated avatar.
- Beginning at 1 p.m. PST, Twitch streamers and the VTuber will play “Among Us” for a four-hour stream. Consumers who tune in can win Pizza Hut gift cards as a part of a custom segment that challenges them to guess a picture because it is slowly revealed.
- The Twitch event is a component of Pizza Hut’s ongoing tie-up with “Teenage Mutant Ninja Turtles: Mutant Mayhem,” due in theaters nationwide Aug. 2 with sneak previews starting on July 29, and appears to make an organic reference to gaming culture.
Pizza Hut is bringing its tie-up with the most recent “Ninja Turtles” movie to its long-running Twitch livestream series, delivering its own dose of “Mutant Mayhem” by transforming a well-liked VTuber into purple-masked Donatello — the most important gamer of the “Turtles,” in line with press materials.
VTubers with computer-generated avatars are popular figures on the Amazon-owned platform, which averages greater than 31 million day by day visitors — a lot of them younger consumers difficult to achieve through traditional channels. Kellogg’s Frosted Flakes last yr partnered with Twitch’s Brand Partnership Studio to remodel Tony the Tiger into an interactive VTuber.
The activation is a component of Pizza Hut’s “Friday Night Bites” effort, which it launched on Twitch in November 2020 during a heightened period of at-home activations on account of pandemic-related restrictions. Each of the show’s first five episodes received over 1 million live viewers, for greater than 5.4 million total views and greater than 26 million minutes watched.
While Twitch now shares consumer attention with a spread of post-pandemic activities, it stays a tool for brands looking to interact with younger viewers. Early adopter Chipotle this yr became the primary restaurant brand to offer free food as a viewer reward on the platform, while State Farm returned to the platform last month for its second esports competition.
To encourage consumers to take part in the “Turtles”-themed livestream, the brand will run a “What the Hut Challenge” mini-game that challenges the guest VTuber to guess a picture because it is slowly revealed by digitally removing slices of a pizza that’s covering the image. The faster the image is guessed, the more rewards participants will receive.
The latest “Friday Night Bites” livestream continues a Pizza Hut tie-up with “Mutant Mayhem” that began with a text-powered “Underground Deliveries” effort in June. In addition to a co-branded TV spot, Pizza Hut will even feature in several scenes as a part of an in-movie integration. The campaign continues a long-standing relationship between the chain and the enduring franchise.
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