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Say Cheese: Augmented Reality App Puts Boxing Icon in Customer Photos

Thursday, April 17, 2014

Manny Paquiao and Pizza Hut Phlippines have teamed up. Pizza Hut Philippines began partnering with professional boxer Manny Pacquiao earlier this year, featuring the star in the brand’s commercials and signage in restaurants. It wasn’t long before Pizza Hut decided to take the partnership a step further by bringing Pacquiao to customers' tables.

The initiative is part of a new strategy to drive customer engagement through an augmented reality app called Pizza Hut Celebrations, which the brand developed with The Hand Creative Technology team earlier this year.

Using the app, diners will scan in-restaurant markers with their smartphones and watch as a virtual image of Pacquiao appears on their smartphone’s screen. The boxer stays in the frame for customers to pose and snap their very own selfie with him, which they can then share on their social channels.

The brand launched the app in February with a selection of Valentine's-themed images, as seen in the video below that illustrates how the app works. Current plans for 2014 include a total of five Celebrations themes, with the next being Mother's Day.

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