Building off Boston Pizza’s 2021 “Patio Retraining” campaign, UM partnered with the brand to celebrate the return of patio season by giving Scouts-style merit badges to customers who demonstrate patio-related accomplishments.
Guests collect badges by scanning a special QR code and adding them to their virtual “Patio Handbook.” Participants with a full collection are entered for a chance to win one of five Boston Pizza gift cards and a set of real badges. The national campaign runs across TV, social, OOH, wild postings, and radio.
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