Crust’s outer box experience

crustRetail Food Group owned, Crust Pizza, has collaborated with marketing firm 3rdspace for a customer engagement campaign involving music.

Aussie DJ duo Peking Duk feature in the campaign, which sees the use of beat and samples exclusively created for the ‘Crust Beat Box’ and the pizza chain’s VIP customers.

The campaign launched in September this year with a hero film, interactive playable street posters and digital interactive outdoor media.

In the next stage of the #outofthebox platform, now launched across the country, users can mix up their own tracks with Peking Duk beats.

The limited edition Beat Boxes are only available in the lead up to Christmas.

“When creating content campaigns for clients we always think about what owned channels the business has, so creating a beat box served up in a pizza box featuring Peking Duk’s beats was a natural, innovative solution to maximise Crust’s owned media,” said Rob Logan, founder and ideas director of 3rdspace.

“This campaign element creates the full loop of content from social and digital, through to brand experience with the product, and then back to social – another #outofthebox experience.”

Crust Marketing Manager, Zoe Jacovou said the campaign was aimed at driving its loyalty program. “For Spring/Summer 2016 we wanted to live life out of the box and lay down an Australian first as part of this campaign.”

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