Right. So a pizza company creates a crazy YouTube choose your own adventure film as a lead gen tool and sales driver? I love it. Hell Pizza, a little New Zealand Pizza startup that has rapidly grown to about 100 stores (in multiple countries) have just launched a very cool campaign with YouTube’s Annotations feature allowing them to create a “Choose Your Own Adventure” style promotion that’s making some serious impact since launching a few days ago.
Called “Deliver Me To Hell” the campaign is essentially a 15 minute film, broken down into 3 minute chunks as you choose your own adventure through this hilarious and somewhat ridiculously stupid video, and by stupid, I mean I can’t stop watching it! Shot pretty raw, the film has a street style script that plays perfectly to anyone who knows NZ youth, in fact I think it’s genius copy-writing from an Aussie’s perspective!
The campaign is taking off in a big way over in NZ with over 110,000 views in the first 4 days, that’s huge for a series of 3 minute videos. But then again, they are promising the chance to win a years worth of free pizza which clearly ranks pretty highly over the ditch! I applaud the fun, grounded advertising approach, the content is brilliantly no-frills and people are loving it.