Incorporate Augmented Reality into Pizza Box Advertising!
The advertisement is printed on pizza boxes (or pizza toppers) and shipped to the pizzerias that the advertiser selected. The advertising pizza venues distribute to the consumers locally or they deliver at their homes. These venues are recognized pizza chains, so the advertiser has exposure to reputable brands. The pizza box ads get delivered in the hands of the consumers at their homes reaching on average 45 min of brand exposure. Sometimes the consumer leaves the pizza in the fridge generating additional exposure. On average, each Pizza Box Advertising venue delivers 2,000 pizza box ads per month with an estimate 1.8M impressions/month.
Augmented Reality can be incorporated to make the Ads interactive!
Augmented reality marketing allows branded materials to be scanned, viewed and virtually augmented to make typically static elements more dynamic. For example, AR can be incorporated on pizza boxes and provide a variety of contact options when scanned.
Think of this as small moving billboard that gets delivered at the consumer’s home. Studies demonstrated that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on the pizza box) with an average ROI of 150%. This means, for every 1 dollar the advertiser invested in a pizza box advertising campaign, they received at least additional 2.5 dollars of sales. For more details, see the article Estimating the ROI of Pizza Box Marketing.
Pizza Box Marketing is real! The ads printed on the boxes are inspected during the campaign to ensure pizzerias are distributing them to consumers. The ads on pizza boxes have an unconventional and unexpected nature. This creates a surprise effect making your brain to better perceive and understand the message. The advertising message is placed on the center of the box generating guaranteed impressions. Sometimes the consumer leaves the pizza in the fridge generating additional exposure and more impressions. On average, each venue delivers 2,000 pizza box ads per month with an estimate 1.8M impressions/month.
Benefits of incorporating AR to Pizza Box Marketing
High Brand Recall
Consumers are overwhelmed with digital ads that they see for a fraction of second and barely remember them. The attention span for digital ads is minimal to make them remember. The pizza box ads with Augmented Reality create a surprise effect making it more memorable. Studies show that this type of ads can evoke an 80% recall rate (8 out of 10 households individuals remember to see an ad on pizza boxes.
A neuroscience study conducted by Neuro-Insight in partnership with Mindshare UK and Zappar that AR drives high levels of visual attention in the brain (almost double that of non-AR tasks). What is stored, or encoded into memory is 70% higher for AR experiences.
Low Cost
The budget used to place a 1 billboard on a high traffic highway for 1 month can be re-allocated to distribute 60,000 pizza boxes. This is sufficient to cover all households of a small town in the USA.
High Return on Advertising Spend
A quick example: using pizza boxes and/or pizza box-toppers, your message reaches an average of 2.5 people who have contact with the box. They then spend an average of 10 minutes viewing and interacting with your messaging (and forget about if they put the box in the fridge overnight!) So, a campaign of 50,000 boxers/toppers will give you an OUTSTANDING customer contact duration of 1,250,000 minutes or over 20,833 hours! The average ROI is 2.5X. This means, for every 1 dollar the advertiser invested in a pizza advertising campaign, they received at least additional 2.5 dollars of sales.
AR Advertising with Pizza Boxes
The use of OOH and billboards will most likely experience more decline in the coming weeks, given the growing number of cases of infection in the United States. Businesses that dearly need to get the word out about their enterprise will have to embrace new-age advertising to stay in business. This means more customers will abandon billboard advertising to adopt indoor ads; a strategy which brands trying to avoid the cut-throat cost of sign advertising have happily been using to market themselves in recent times.
Over 3 billion pizzas are sold in the U.S every year, thereby becoming an extremely powerful marketing tool to reach American consumers. Over 83% of pizza stores offer delivery service displaying the custom pizza box with the ad directly on the table of the consumer. Very often the the box with the advertisement is placed in the refrigerator, allowing for multiple impressions. On average, each pizza venue delivers 2,000 ads per month providing more hours of exposure for less cost than most other ways to advertise.