Domino's is marking the release of Netflix's "El Camino: A Breaking Bad Movie," with a stunt in Brazil that pays homage to a famous scene from the series—where Walter throws a pizza on the roof of his house.
In a campaign via Gut, the pizza chain has been conducting a scavenger hunt by putting pizza boxes on the roof of some of its stores in Brazil. It's inviting fans to find the pizzas on the roofs, post photos of them on Instagram and tag @dominospizzabrasil using the hashtag #saymyname. The first people to do so will win free pizza for a year (and 17 of them have already done so.)
The boxes have been placed at nine stores in Rio and Sao Paulo, and, according to Bruno Brux, the executive creative director at Gut Sao Paulo, people have been coming up with increasingly creative ways of finding them. "One fan flew a drone over his local Domino's store, but couldn't find it," Brux tells Ad Age. "Another guy drove to five different shops looking for it. He even sent Domino's the map showing his journey across town (he drove eight miles looking for it) and still couldn't find it. The Domino's marketing team sent him a real-time video to give him hope. Most people found the boxes taking pictures from the street or from nearby buildings. Another crazy fan used a ladder to climb to the roof of a shop."
Edwin Junior, marketing director, Domino’s Brazil, added in a statement: "Anyone who knows this is one of the most anticipated releases of the year. And as we are also fans of this masterpiece, we decided to bring one of the most iconic scenes to real life, with a year of free pizza for those who play."