Xbox & Pizza Hut UK - Gamers love flying pizza

MIAI brought the magic to partner Xbox and Pizza Hut UK in this iconic collab. And what better way to make some noise? The natural conclusion, of course, is flying pizza—a strong visual and un-scrollable image. Gone are the days of going out for pizza; pizza is coming for you!!

Inspired by the latest and greatest in FPV drone technology, we decided to commit to (the admittedly risky) task of flying our hero slice of pizza indoors, through a household as it seeks out its lucky PC gamer.

As this was a social-first piece, we had to consider the following:

1. The Hook 🪝
A pizza, flying through the sky? On a gaming channel!?

2. Active Engagement 😲
A flurry of reactionary activity in the house and 0 cuts to retain viewer attention with intrigue.

3. The Payoff 😋
Our lucky hero finds a pizza shoved in his mouth at 30 mph, ending this epic odyssey with a delicious bang.​

The partnership between Pizza Hut and Xbox is centred around the idea of 'Together We Pizza.’ It’s about celebrating the moments of togetherness that pizza and gaming naturally bring into people’s lives. Both brands share a commitment to creating memorable experiences, whether it's through the perfect pizza or an epic gaming session. This campaign not only promotes Pizza Hut’s new Handcrafted pizzas but also offers gamers an added value—a one-month PC Game Pass membership—encouraging them to enjoy more gaming moments with pizza in hand.