The restaurant chain has partnered with Xbox One to release an interactive pizza box with exclusive content.

In a promotion for the recently released game, Forza Motorsport 5, Pizza Hut UK has teamed up with Xbox One and augmented reality app, Blippar, to provide customers with exclusive game content directly on their smartphones.

The company, who has partnered with Microsoft in the past on the release of other high profile games like Halo 4, produced  500,000 limited edition pizza boxes wrapped in the game’s cover image. Customers can use the Blippar app to “blipp” the box and animate the image. Users can then interact with the image though their phone and gain access to game trailers and sweepstakes entries.

Blippar, who has worked on similar campaigns with brands like Pepsi and Pizza Hut competitor, Dominos, partners with brands and publishers to create and execute augmented reality campaigns. While this is the first time they’ve worked with Pizza Hut UK on a campaign of this sort, the pizza chain has previously incorporated AR in its Middle East operations as a way of engaging customers.

Watch below to see the full Blipp:

Pizza Hut UK // Blippar // Forza Motorsport 5

Sources: The Drum, FoodBev
Images: FoodBev