In partnership with the pizza delivery network Didio (such as Pizza Hut in Brazil), we have created delicious pizzas with a special ingredient: Philadelphia’s cream cheese. To draw the attention of consumers on social networks, we created the Pizza Roulette! A "post game" in video format which is very simple and fun to use. To play, the user needs to pause the video when they see a Philadelphia Pizza, screen shot it and post it in the comments. To the user’s surprise, the selected pizza in the game was sent to them for free and piping hot. A campaign that began in the digital space has ended up in the real world reaching over 1.5 million people and 200,000 interactions with 108 pizza’s distributed within a 2 hour period. Now that is a Philadelphia flavoured result.