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Football Fun for Euro 2020: Pizza Hut Kuwait’s “Header Challenge” AR Experience
AR ExperiencesAugmented Reality

Football Fun for Euro 2020: Pizza Hut Kuwait’s “Header Challenge” AR Experience

Author - Sneha
November 21, 2025
3 min read

When the Euro 2020 football tournament kicked off, Pizza Hut Kuwait and AliveNow teamed up to delight fans with a uniquely interactive Instagram AR* experience—turning every selfie into a stadium adventure. The “Header Challenge” invited users to channel their inner football star by bouncing a virtual ball on their heads using just their camera. This […]

When the Euro 2020 football tournament kicked off, Pizza Hut Kuwait and AliveNow teamed up to delight fans with a uniquely interactive Instagram AR* experience—turning every selfie into a stadium adventure. The “Header Challenge” invited users to channel their inner football star by bouncing a virtual ball on their heads using just their camera.

This social AR filter wasn’t just for football diehards—families, influencers, and casual fans all joined the challenge, sharing their high scores and goal-worthy reactions as the tournament unfolded. With easy gameplay, shareable moments, and a playful Pizza Hut twist, the filter spread Euro excitement (and smiles) across Kuwait’s social feeds.

What the Pizza Hut Euro 2020 Instagram AR Filter Is

  • Simple, Fun Gameplay: Users activate the filter and use subtle head movements to keep a virtual football aloft, scoring points with every bounce.
  • Social and Viral-Ready: Instantly share attempts, high scores, and reactions to Instagram Stories or Reels—challenging friends for football bragging rights.
  • Tournament-Themed Branding: Designed for Euro 2020, the AR game puts Pizza Hut at the center of community celebration and fan energy.

Brand & Agency Benefits

  • Drives Festival Engagement: Puts Pizza Hut in the middle of football culture, connecting with new and returning customers during a major event.
  • Boosts Organic Social Impressions: Gamified filters turn casual users into active campaign participants, spreading brand love and campaign reach.
  • Effortless, Accessible Fun: No downloads needed—just launch the filter and play. Perfect for in-store, at home, or with friends.
  • Data and Participation Insights: Track filter activations, play times, and content shares for campaign impact reporting.

Technology Behind the Experience

  • Built with real-time head tracking and responsive gaming.
  • Optimized for stability and performance on all popular mobile devices in Kuwait.
  • Integrated score display and social sharing functions for optimal virality.

Why This Campaign Scored

By combining real-time AR, football’s universal appeal, and Pizza Hut’s fun spirit, the campaign offered a delightful break from passive ads—creating memorable, interactive moments that kept the brand top of mind throughout Euro 2020.

Conclusion: Kick Off Your Own AR Campaign

AliveNow’s Pizza Hut AR activation shows how global events and creative tech can unite to deliver unforgettable engagement. For F&B brands and sports sponsors, the right digital experience can turn audiences into fans and advocates.

*IMPORTANT – While this may be an Instagram AR experience, the same experience can be built or re-created for brands on Snapchat, TikTok or Web based AR. As Instagram AR does not support AR filters from brands any more, we can build this as a Snap AR lens, TikTok Branded Effect or Web AR experience. 

About AliveNow

AliveNow is a global creative tech agency specializing in AR/VR, gaming activations, and viral social filters for brands ready to make their mark.Discover more: www.alivenow.in

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