AgroundbreakingbrandexperiencethatputsWagner'sall-timefavoriteBIGCITYPizzabackinthespotlightusingARandsocialmedia,whiletakinginteractionandengagementtoawholenewlevel.
Client
Nestlé Wagner
Industry
Consumer Goods
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
We have made BIG CITY Pizza experienceable again.
The brand should regain proximity and relevance.
Wagner wanted to bring the BIG CITY series back into the spotlight, create real interaction, and increase reach on social media. Success was measured by engagement KPIs, user-generated content, and impressions. The target audience consisted of socially-affine young consumers, reachable directly on Instagram and TikTok without additional app downloads.
We developed nine AR experiences in three publication waves that connect taste, location, and fun. For top varieties, deeper hero games were created, while for the other cities, quick face filters and additional image triggers on the packaging were designed for exclusive moments.
A modular SocialAR program connects the nine city varieties with experienceable moments.
In the hero games, users controlled levels by winking and nodding, collected pizza slices as power-ups, and competed for high scores that they could share. The games felt playful and intuitive, promoting longer sessions and recurring interaction.
The pizza box became a gateway to the digital world.
An image tracker on the packaging recognized the box and unlocked surprising Easter eggs that customers discovered in the supermarket as if they were at home. This connection between physical product and digital effects increased activation and the desire to explore content.
The work demonstrated that accessible experiences and clear share mechanics can significantly revitalize a brand. Iterative testing of filter balance and a fast, modular rollout allowed for scaling to additional cities at high speed.
SocialAR has created closeness and encouraged sharing.