Pizza Hut is kicking off the NFL season by courting football-starved fans with some old-fashioned cardboard delight by introducing them to a playable flick football pizza box.

The all-new pizza box/game features a playable field on top and comes equipped with goal posts, punch-out football triangles and a score card that all forms after some simple assembly; two medium boxes form a full football field. The boxes are available with purchase of any medium pie, including a one-topping medium pizza off of the chain’s nationally available $5 flavor menu. The box also serves as a contest for consumers to win free food.

“Football season is pizza season. Our intent was to bring a little entertainment to the table,” Doug Terfehr, a senior director for Pizza Hut, told [a]listdaily. “Pizza is the most talked about food on social media. This is a really fun way for people to share even more about their experience with Pizza Hut.”

The brand will use Instagram Live, Twitter, Facebook and YouTube to integrate the novelty box. Terfehr said that they envision engagement to live best on social, and that they’ll be marketing the flick football box across all channels, with a heavy dose of videos and social content.

They’ll also present fans with different challenges, like most creative flick, most consecutive flicks and longest flick. Fan are invited to submit videos under the hashtag #PizzaHutHut for a chance to win free pizza. Winners will be chosen each week through October 14.

Dallas Cowboys kicker Dan Bailey, the most accurate kicker in the NFL history, has been pegged to promote the challenge. Pizza Hut’s clever experiential marketing move effectively steals some thunder away from Papa John’s, the official pizza sponsor of the NFL and the Super Bowl who uses pitchmen like Peyton Manning, J.J. Watt and Joe Montana to promote their pies during the season.

This isn’t the first time Pizza Hut has experimented with their boxes, as evidenced by previous promotions of their cardboard doubling as playable DJ pizza boxes and movie projectors. And if you thought pizza chains were not on the forefront of innovation, think again, because they also introduced a chat bot in July to enable conversational ordering through Facebook Messenger and Twitter.

“We want it to be easy to get our great pizzas, and we are exploring all ways to do that. It’s important for us to meet customers where they are, and to make that experience easy and one that they’ll choose to use again,” Terfehr said. “A pizza box must first and foremost be able to keep a pizza piping hot, but after that, if it can provide a little entertainment, that’s even better.”

Follow Manouk Akopyan on Twitter @Manouk_Akopyan