Interactive Musicvideo “Backe, Backe Pizza”
“Gustavo Gusto” has a new pizza! The geman kids’ band No. 1, “Deine Freunde,” has a new song! A song ABOUT pizza. ON a pizza! Confused? Here you go:
Challenge
Showcase the exclusive new song in the most spectacular way possible. Integrate Gustavo Gusto as a brand without it feeling cringy. The fans should go wild, of course. Cultural marketing, and all that!
Solution
Create fun antics with the favorite band AND our kids’ favorite pizza: an interactive music video with an AR pizza player on the actual pizza box & ads – all freshly baked and sizzling!
Business
We had to consider a lot of different media here. Not just the interactive part, but also video ads, animations, in-store displays, posters, the pizza box, social media, and more. We couldn’t just create one cool experience – we needed a solution that meets the video/content demand, keeps fans engaged everywhere, and provides an interactive element that gives both the band and the brand enough space to shine.
"'Your Margherita' is a real treat – and in three ways: the pizza tastes fantastic, the song is a true earworm, and the interactive music video turns even the packaging into an experience."Michael Götz (CMO Gustavo-Gusto)
Story
A music video! But not just anywhere – inside the new pizza box! A real pizza party!
A QR code on the packaging invites you to the new song. A tomato-roady quickly checks the tech, and then the three friends on the box come to life. Like Harry Potter! Only with more pizza. Together, we flip the switches – and a high-tech pizza box turntable unfolds as if we’re in Transformers!
And in the lid, the party – or rather, the music video – begins!
You can scratch on the pizza – scattering cheese and tomatoes everywhere! Or start karaoke mode and sing along! “Bake, Bake, Pizza!!!”
Tech
Music video = film shoot budget? Well, no. We’re not a traditional film production, so we dove in even deeper (curious, of course):
Two test shoots for fine-tuning. A single day of shooting with the band that had to happen. Our office turned into a green screen studio, and our conference room became a mobile recording studio.
Plus: an AI-powered workflow for our packshot animation – internally nicknamed “the Harry Potter moment,” because the three band members’ heads magically come to life.
The AR pizza player, including fully custom 3D, scratch, and karaoke features, was almost the easiest part for us (did you notice how smooth and crisp the music video in the lid is? Yep – that’s no coincidence!)
And of course – everything is built to last. As long as Deine Freund Pizza exists, so will the experience. And anyone who’s tried it knows: it’s going to last a very long time.
Curious?
Others set up a Cultural Marketing Unit – we’re now clearly making music videos, games, and pop culture too. If you want two of those, just click on Contact – magical things happen there!
