The Papa Johns pizza chain has established a global agreement with Disney and Pixar to accompany the premiere of the movie “Toy Story 5”, which will take place on June 19. The company assures that this is one of its largest international collaborations to date and, among other things, it materializes in the recreation of fictitious Pizza Planet restaurants in several cities around the world. In Spain, furthermore, the alliance is also finding a niche in outdoor advertising.
Together with the creative agency Rosebud and the marketing agency Perfomics Iberia, it has created a special marquee inspired by the universe of the saga and focused on offering a moment of fun to passers-by and those waiting for the bus. The installation evokes an emblematic scene from the first Toy Story movie, in which Woody and Buzz Lightyear enter a hooked arcade machine.
The activation of Papa Johns brings that cinematic moment to life in a marquee, managed by JCDecaux, located at Calle Princesa 47, in Madrid, where users can test their skill and play to extract balls using the hook until next June 15. The brand has included exclusive prizes and rewards in the balls, so that there is the possibility of getting exclusive merchandising, free pizzas or coupons to exchange for products.
The installation seeks to maximize the impact of the collaboration with Disney and Pixar, as well as explore new ways to connect with consumers. “Beyond the prize, this activation was born with the intention of surprising, generating interaction and turning an everyday element of street furniture into a memorable experience for fans of the saga and for anyone who passes by, connecting entertainment, brand and product in a VERY different and unconventional way.” commented Paula Gutiérrez García, Brand & Product Manager at Papa Johns Spain, through LinkedIn.
The initiative transforms a traditional marquee into an experiential brand activation. The installation of the hook has involved great technical complexity, according to Perfomics Iberia, which assures that this is the first time that a machine of this type has been installed in an advertising marquee in Spain.
The special action is part of a broader campaign that, in addition to the recreation of the fictional Pizza Planet restaurant, includes limited edition pizzas inspired by “Toy Story 5”, collectible figures, content for social networks and a digital spot that shows some of the franchise’s most iconic characters generating in a Papa Johns restaurant.
