Is there anything better than watching football and pizza? In fact, there is: football and pizza topped off with Tabasco. That’s what Tabasco wanted to communicate to young Belgian men.

So for the world cup we created a mobile game called: “Pizzagoal”, an app to win free pizza with Tabasco flavour each time a Pizzagoal was scored.

Tabasco® wants to make clear to the people that pizza and Tabasco® is the perfect match.

Tabasco® wanted to link the campaign to the biggest football event of the year – the World Cup.

What is a Pizzagoal?

A football field consists out of pizza-like shapes: the corners, the half circles and the center circle.

Did a football player score from one of these shapes live during the world cup? Well, that’s a Pizzagoal!

The participants had to recognise the Pizzagoals in time and claim them via the app. If they succeeded, they won free pizza with Tabasco in the same shape: a quarter, half or full pizza. We had the pizzas delivered during the match.

We announced Pizzagoal via online bannering, YouTube pre-rolls and an ad in the paper. Via social media we prepared our audience for each match and kept them up-to-date about the latest score of Pizzagoals.

This world cup 21 pizzagoals were scored. 13 from the corners, 6 from within the half circles and 2 from the center circle.

Tabasco’s brand awareness went up from 83% to 88%. The number of people finding Tabasco and pizza a perfect combination increased by 12%.