Pizza Hut’s pizza boxes turn your smartphone into a movie projector

To go outside the box with their latest marketing campaign for client Pizza Hut, Ogilvy & Mather Group started inside the box; specifically, inside the pizza box.

You see, the world renowned advertising agency figured out how to convert a pizza box into a movie projector that utilizes the customer’s smartphone to display movie / video content.

Now, while the quality is lacking (remember, this is a pizza box we are talking about here), the concept is pretty ingenious. Each box features a perforated circle located in the front of the box. There is also a plastic lens that not only serves the purpose of actually projecting the image out on to a wall, it also acts as a void on the mini-support that gets put in the center of the pizza.

When the customer receives their specially designed pizza box, they simply pop out the hole, push in the friction-fit lens, grab their smartphone and scan the included QR code to queue up a flick from Pizza Hut’s movie selection; then place the smartphone behind the lens, grab a slice of pizza, sit back, and enjoy.

Worth noting: adding a Bluetooth portable speaker enhances the movie experience. Otherwise, customers are stuck with the audio coming from their smartphone which, just to remind you, is inside a pizza box. 

Also, you can’t use your phone to stream movies / shows from other accounts like, say, Netflix. That’s because in order for the image to be displayed correctly on the wall surface, it needs to be mirrored. 

The idea began in Hong Kong and has proven so popular that Pizza Hut has begun to explore offering it in other markets. Hopefully we’ll see it soon in the US – until then, you can check out this quick one-minute video to see it in action:

Via DesignBoom