Blockbuster Box

Read the campaign story

Pizza Hut Hong Kong’s Blockbuster Box linked pizza delivery with watching a film at home. The packaging could be configured as a smartphone projector using an included lens. A May 2015 agency-contributed article describes a limited Hong Kong test launched on 17 April, with designs linked to four film genres. The One Show credits Ogilvy & Mather Group Hong Kong, Brand Union Hong Kong and production collaborators.

Editorial interpretation: the box does more than carry food; it extends the occasion after delivery. The transformation gives the customer something to demonstrate and discuss, making the package a small piece of entertainment. Its strategic relevance comes from the relationship between pizza and a shared evening, rather than from the novelty of projecting an image alone. The original object is a campaign design, not a template offered for reproduction here.

The sources document the concept and test, not independently measured projection quality, device compatibility or incremental sales. A compelling film of the transformation can conceal practical friction in a real living room. The lesson is to design a secondary use that genuinely fits the consumption occasion while keeping food handling, device care and customer expectations ahead of promotional spectacle.

Choose a second use that belongs to the occasion

Start with what people do immediately before, during and after using the product. A secondary function should support that sequence rather than require a separate hobby or complicated setup. Ask customers whether they would use it when tired, in a small space or with other people waiting. The object should still perform its primary role reliably. If the extra feature adds mess, delay or confusion, it may undermine the convenience that made the original product attractive. A useful occasion extension can be modest; it does not need to be a technically surprising invention.

Prototype with ordinary conditions and imperfect instructions

Test the package with people who have not seen the case film. Observe where they place components, what they misunderstand and when they give up. Include different lighting conditions and devices where relevant. Do not let the production team quietly fix every problem before the customer encounters it. Make limitations visible on the package and offer a simple fallback activity. For a food-related object, involve appropriate packaging and food-contact specialists. The fact that a prototype works on a clean studio table says little about its reliability after transport and a meal.

Evaluate the extra material as part of the experience

A second use can be enjoyable without automatically making packaging sustainable. Account for added components, manufacturing complexity, storage and disposal. Determine whether the customer is likely to keep the object or discard it after one attempt. Avoid describing reuse as an environmental benefit without a suitable assessment. Operational costs matter too: packing speed, missing components and support enquiries can overwhelm a small promotion. The decision to scale should reflect the whole experience and cost, not just the number of social posts showing the most successful examples of the transformation.

A bounded test for another brief

Proposed adaptation: a takeaway café could include a separate, permission-cleared paper conversation game designed for two adults sharing a meal. Keep it outside direct food contact and avoid copying the projector structure or its visual designs. Test two versions with a small group: one with simple prompts and one with a short cooperative puzzle. Observe whether people can begin without staff explanation and whether the activity improves the occasion or distracts from it. Compare feedback with the ordinary package, while recording printing, packing and disposal costs. This tests packaging-adjacent entertainment without asking customers to place phones into food packaging or relying on uncertain optical performance.

Measure voluntary use, setup errors, perceived fit with the meal, packing time, missing pieces and total cost per fulfilled order. Separate social sharing from repeat purchase, and do not claim environmental savings merely because a package has another use.

Do not launch if the feature compromises food handling, risks customer devices or requires unrealistic conditions to deliver the advertised experience.