MOD Pizza | TRON: Ares - Kevin P Knutson

MOD Pizza | TRON: Ares

In the brand’s largest IP collaboration to date, MOD Pizza teamed up with Disney and Fandango to deliver a dinner and a movie campaign centered on the release of TRON: Ares. As the exclusive fast-casual dining brand partner, we brought the world of TRON to all of our activations, including CTV ads, 3rd party paid media, film and entertainment influencers, live events, email, and owned channels. Customers who made a qualifying purchase at MOD Pizza received a $10 Movie Reward from Fandango to see the film in theaters. The promotion attracted a spike in new customers while delighting existing and loyal guests.

A Unique Challenge: Digital Packaging

Production timeline limitations in the campaign made for an innovative approach to our packaging. Lead times were simply too long to be able to supply TRON-branded pizza boxes. So we drew inspiration from the grid and developed an AR experience that guests triggered via a QR code sticker on every box. Their pizza box then transformed into a light-grid city in a timed race to gather power-ups atop the franchise’s iconic light cycles. Guests could play anywhere, including at a Nine Inch Nails performance at the TRON: Ares premiere!

Bringing MOD to the Grid

_{Employee tee-shirt designed to bring the world of TRON to MOD Pizza. It features an abstracted pizza slice made of “de-rezzing’ pixels on the front and a TRON: Ares identity disc and CTA on the back. Shown here in a frame from our CTV ad.}

_{In-restaurant printed collateral}

Media Placement

We developed a :30 and :15 video creative that streamed during the duration of the campaign, featuring local MOD Pizza employees! The ad reached nearly 30 million people in about 9 million households. Cutdowns of the ad were implemented in 3rd party platforms like UberEats. And we also partnered with several entertainment influencers to highlight individual parts of the campaign catered to their audience, incuding native ads in the series “Raiders of the Lost Podcast”.

_{Directed by: Ryan Hills}

MOD Pizza on the Red Carpet

MOD Pizza was featured on the red carpet premiere’s step and repeat backdrops, creating a huge earned media boost with entertainment news that featured photos of the cast, filmmakers, and more. It was our brand’s largest off-premise activation as we also provided pizza and salad for nearly 2,000 audience attendees.