Pizza Hut's online sales are lagging behind competitors despite being the first to offer online ordering in 1994. Team 314 was tasked with developing a campaign to increase Pizza Hut's online ordering. Through extensive research, they discovered consumers see Pizza Hut as a dine-in restaurant and want more customization options. Their solution is "User Generated Pizza" - an optimized digital experience called HutSpot that allows consumers to create their perfect pizza from two billion combinations. HutSpot will be accessible through an improved website and app with features like games, loyalty programs and push notifications. The goal is to position Pizza Hut as the top choice for digital ordering.
2. 2
Executive Summary
Introduction:
Research:
Creative:
Media:
Evaluation:
2. Executive summary
3. Challenges and Objectives
4. Research Methods
5. Research Findings
6. Prime Hut Lovers
7. Big Idea
8. Creative Strategy
9. Website
10. App
11. Loyalty
12. Digital
13. Television
15. Integrated Print
17. Out of Home
19. Radio
20. Social
21. IMC
22. Local Strategy
23. Media Objective/Budget
24. Media Plan/Evaluation
25. Flow Chart
26. Evaluation
In 1994, a Pizza Hut pizza was the first thing ever purchased online. Twenty
years later Pizza Hut’s online sales are lagging behind competitors Domino’s
and Papa John’s. So how does Pizza Hut turn things around? That’s where
Team 314 comes in.
Through a multitude of research methods, we discovered two
fundamental problems that separate the consumer from Pizza
Hut’s online ordering. People think of Pizza Hut as a dine-in
restaurant, not a place for carry out or delivery. In addition,
consumers want the ability to make their pizza their own
and are unaware of Pizza Hut’s two billion options.
With this many combinations, Pizza Hut is the only way
to get exactly what you’re craving. From this, our big idea,
User Generated Pizza, was born. We optimized the current
campaign slogan by empowering consumers with the line,
“Make it Yours.”
We realized our target was more than just some vague
demographics. People are their pizza, everyone feels strongly
about exactly what the perfect pizza is. Our target audience includes
Plain James, Suzi Saver, and Abby Adventure, all of them digitally savvy
and impulsively sharing their ideas, food, and experiences online.
HutSpot will give consumers an efficient, easy, and sleek way to order exactly
what they’re craving within 15 seconds. Our colorful thumbprint icon and
localized media strategy will reach an untapped future online consumer base.
User Generated Pizza is exactly what Pizza Hut needs in order to surpass
the competition and stand as the top choice for pizza consumers ordering
digitally.
In the process of developing this campaign we ate hundreds (perhaps
thousands) of slices of Pizza Hut pizza. We’re convinced that you have great
pizza and that the possibilities are endless. Now give us a chance to convince
consumers that you can deliver a great online ordering experience.
Table of Contents
3. 3
Challenges &
Objectives introduction research strategy creative media evaluation
The Challenge:
Pizza Hut has been out-positioned by its competitors in online ordering. Therefore, it
is seeking an increase in the percentage of store orders placed through pizzahut.com,
Pizza Hut apps and mobile.pizzahut.com.
Objectives:
• Position Pizza Hut as the top choice for customers who order pizza digitally
• Provide the most engaging digital ordering experience in the category
• Reach the target of 75% of all orders placed digitally
Key Points:
• Broaden points of entry for digital orders.
• Drive loyal Pizza Hut consumers to use the digital ordering system regularly.
• Bring new consumers to Pizza Hut via digital
• Focus on areas where digital conversion rates are below the national level.
Our research indicates
that reaching a goal of 75%
online ordering in six months
is unrealistic. Currently, 43% of Pizza
Hut’s orders are placed online and
online pizza ordering across all brands
has increased by 9% over the past year.
This baseline, supported with focused
advertising in spot markets, suggests a
goal of 60% over the course of this six
month campaign, hitting the 75%
goal over the next two years.
Industry trends
suggest that in 2015 200
million US consumers are
shopping online. Steady growth
over the past several years indicates
an increase in online ordering that
continues to rise as smart phones
become common place.
A total budget of
$121,905,946 incorporates
media, non-media, and
computer system update costs.
The media budget of $111,157,800
includes traditional and non-
traditional media. $748,146 includes all
IMC costs. We believe and investment
of $10 million is needed in order
to update Pizza Hut computer
systems to be able to support the
new HutSpot features and
online ordering traffic.
4. Our team employed primary and secondary research
to answer a pressing question:
what barriers stand between
our consumers and the digital
ordering process?
4
Research
Methods introduction research strategy creative media evaluation
SURV
EY
re s pon
dents
se
cret shoppe
rs
14
bat
tle of the a
pps
intercepts
100
in-
depth intervie
w
s
86
concept
testing part
icipants
focu
s group particip
ants
60
726 307
Projec
tive tech
niques
“I can’t picture the
Pizza Hut logo right
now.”
“I can’t even count the
number of times my
order was wrong.”
“Pizza Hut
delivers?”
“Just talking about pizza
makes me crave it.”
Our survey reached out to pizza consumers in 46 states to assess their
behaviors, digital ordering habits, and interaction with the brand.
Directed projective drawing sessions and word association tests
helped identify underlying brand perceptions.
We orchestrated street intercepts to uncover the public’s opinion of
pizza brands and ordering options.
Through focus groups, we uncovered origins of brand loyalty to gain a
better understanding of our target market.
In-depth interviews were used to expand on insights uncovered with
surveys and focus groups sessions.
We shopped a variety of Pizza Hut locations to gain a better
understanding of store layout, operations, and customer service.
A “Battle of the Apps” ordering challenge helped pinpoint digital
ordering expectations and offer improved functionality.
Concept testing directed the development of a campaign that
resonated with our target customers.
-Focus Group Participant
-Projective Drawing Participant
-Focus Group Participant
-Survey Respondent
5. A thorough brand audit examined Pizza Hut’s business
model, past advertising, consumer profiles and a
competetive analysis. Time was taken to understand
the pizza industry and consumer trends within the fast-
casual restaurant category.
Pizza consumers break the mold: every consumer has a
different idea of the perfect pizza and like fingerprints,
no two are alike. Our research team concluded that there
is no strong relationship between demographics, pizza
preference and ordering method.
We found that consumers considered taste above
all other qualities of pizza. It is important for them
to satisfy a craving when ordering their pizza.
Ourresearchpaidcloseattentiontoconsumertechnology
trends. In general, millennials are hesitant to download
apps because of data usage and storage space taken up
on their phones. Some even claimed that seeing a food
app on their phone would tempt them to order too often.
This insight played an integral role in our digital strategy.
Because of the rising popularity of fast casual restaurants
with customization, people want to be given options and
the opportunity to express themselves through their
food choices. They aren’t always daring or different
but they like knowing that they could be if they wanted
to. Our primary research participants confirmed that
personalization is key.
*Pizza Hut lacks a “thing.” A thing that consumers associate only with them.
5
AHA! UH-OH!HMM...
Consumers have a
“pizza identity” but are
willing to try new things in
groups
Pizza Hut is using innovative ordering
technology
There are pizza cravers
Potential to convert neutral brand
perceptions to durable brand loyalty
Ability to capitalize on group
dynamics on pizza
experience
Regarded as a dine-in
experience, not delivery service
Wavering brand loyalty of
pizza consumers
Competitors have innovative and favored
digital ordering process
Fear of compromised financial security with
digital ordering
Damaging word of mouth spreads via social media
and review sites
Unsatisfactory technology discourages
consumers from re-order
Consumers don’t recall or feel connected
to “The Flavor of Now” campaign
*Lacks identifiable brand
position
Pizza Hut is a legacy brand
with enduring awareness and
recognition
Significant store presence in many
rural and suburban areas
Mutually beneficial relationships with
other brands (XBox, Hulu, VisaPay)
Taste, followed by price, is the
most important part of the
pizza experience
Research
Findings introduction research strategy creative media evaluation
“I order online cause all the
options are right there in front
of me.”
“If I download a restaurant
app, I keep it for like 5
seconds.”
“I wouldn’t really
consider myself loyal to
any brand.”
-Focus Group Participant
-Intercept Interview
-Focus Group Participant
6. Adults 18-49
Crave digital connectedness
•Impulsively share their ideas, food, and experiences
•Identifying with a group is important
•Love to express food preferences
Know what they like
•Don’t just like food—they crave certain foods—especially pizza
•Have a defined pizza personality
Are digitally savvy
•Impatient with inefficient technology
•Avid adopters and adapters of new technology
A menu is not necessary for this consumer. You
say pizza and he knows exactly what he wants.
He does not stray far from his defined
opinion of the classic pizza.
Give this consumer the craziest pizza
combination you can think of and she will eat it.
She enjoys the excitement and the exploration of
new flavors whether she is alone or in a group.
The best deal is this consumer’s top priority. She
is willing to sacrifice convenience, quality, and
even taste to ensure that she gets the most food
for her money.
6
Pizza Hut users are varied.
What do they have in common?
How they choose their pizza. This
was the fundamental insight into our
non-traditional target segmentation.
We are targeting both, current Hut
Lovers who do not order digitally and
brand rotators.
Prime Hut
Lovers introduction research strategy creative media evaluation
7. 7
User Generated Pizza
Touch I.D.
window shopping
customization
games
real ordering
from games
troPHies
speedy
ordering
Welcome to
gps pizza tracker
8. We aren’t matching the competition, we’re surpassing them. Only Pizza Hut lets
people create the pizza they crave with two billion options through HutSpot, the
optimal digital ordering experience. We deliberately incorporated the current
campaign and made it fresh by empowering consumers to own it. “The Flavor of
Now. Make it Yours” invites millennials and famillennials, who are makers and
sharers, driven by self expression, to showcase their pizza personality.
8
Creative
Strategy introduction research strategy creative media evaluation
O
verarching Idea:
The Flavor of Now.
Make it Yours.
User Generated Pizza
Current Campaign
+
OBJECTIVE
Establish Pizza Hut as the number one choice for digital
ordering as well as the brand that gives you exactly what
you crave.
CONSUMER PROMISE
Only Pizza Hut gives you everything you want, exactly
how you want it through HutSpot.
SUPPORT
Two billion options paired with a sleek and efficient
digital ordering experience, Pizza Hut is the only brand
that can give you everything.
Sincere, unifying, uplifting, encouraging, bold, fun,
engaging, and technological.
TONE & MANNER
User Generated Pizza
9. connect with us:
PIZZA GPS:
THANKS FOR ORDERING!
Swipe the pizzaupFOR A CHANCE TO WIN A FREE PIZ
ZA
Thanks for ordering Pizza Hut
Pizza! Your order will be here in
19:58
While you wait, swipe the pizza
up for a chance to win a free
pizza on us! There are also some
fun group games to play HERE.
Whatever the occasion, we hope
you enjoy your Pizza Hut pizza.
Your orders summary:
1 Medium Pizza
w/Siracha Drizzle
Pepperoni
Onions
Breadsticks
Total: $20.53
the hutspot
Website
Primary research told us that Pizza Hut’s website was pretty
good, so we resisted the temptation of a total redo and just
enhanced its user experience. The website is a platform to
access HutSpot, the shortest distance between consumers and
their perfect pizza. To optimize HutSpot we incorporated new
features important to the target and simplified the ordering
process. Subtle, but significant changes will be compatible
with mobile.pizzahut.com and incorporated into the app.
9
introduction research strategy creative media evaluation
KneadtheDough! spreadthesauce!
SprinkletheCheese! addyourtoppings!
All done!
Would you like to order this pizza?
swipe up to put your pizza
in the oven!
New game
and loyalty
program tabs
Social media icons
show the community
experience of pizza
A GPS
feature has
been added
The new Pizza Maker
game features two playing
modes. Free mode is a fun
way to build and order
your pizza. Challenge
mode dares you to beat
the clock while making
specific pizza recipes.
BOOK IT! Program
link on the home page
reminds Pizza Lovers of
the connection they feel
to Pizza Hut
In addition to the changes shown above, we moved the “Start
Your Order” button to the top left of the page. We added wait
times for delivery and carry out before customers start their
order and included an option to add toppings to only half of a
pizza to avoid backtracking. To address group payment, a new
order confirmation page features an order splitting option.
10. App
In our preliminary “Battle of the Apps,” participants
downloaded the Pizza Hut, Domino’s and Papa John’s
app to see which features were liked and which were
lacking. Participants commented that Pizza Hut’s app
was too complex and the ordering process took too long,
which was opposite of what they said for the competition.
We hosted a second Battle of the Apps to see if our
redesign would make a difference for our target
audience. Our Pizza Hut app goes beyond the
competitions’. HutSpot is simple and compatible
across all mobile devices. It reflects the changes on the
website, plus additional features specific to the app.
Through the use of new touch pay technology,
customers using Touch-ID capable devices will be able
to order their creation with the scan of their fingerprint.
10
introduction research strategy creative media evaluation
Sleek new
app home
screen
Prominent
button
placement
A quick way
to repeat a
previous order
Deals on
first screen
Game
encourages app
usage in socal
setting
More accessible
social media
icons
Push
notifications
Confirmation
screen details
your order
Card scanning
avoids typing in
card number
“I want to know where my
pizza is.”
-Battle of the Apps Participant
“I wish I knew how long it would
take before I submitted my order.
Sometimes I have 30 minutes,
sometimes I have 4 hours”
-Battle of the Apps Participant
11. PIZZAHUT.COM
The Green Thumb
The iron tongue
TROPHIES.
PIZZA HAS NEVER
BEEN THIS
REWARDING.
START
EARNING
YOURS
TODAY.
The Green Thumb
The iron tongue
PIZZAHUT.COM
The Green Thumb
The iron tongue
TROPHIES.
PIZZA HAS NEVER
BEEN THIS
REWARDING.
START
EARNING
YOURS
TODAY.
The Green Thumb
The iron tongue
Welcome to the Hut Lovers loyalty program, developed to reward and
engage pizza consumers. This microsite will build brand loyalty and secure
repeat business with the online community. Accessible on the app and web,
users can take a brief “pizza personality” quiz to define their preferences,
which allows us to generate a list of suggestions from the “Flavor of Now”
menu. Participants will be able to earn, manage, and redeem loyalty points
as well as admire their collection of Pizza Hut troPHies.
For every $10 spent online, users
receive one loyalty point. As loyalty
points accumulate, participants
achieve higher Hut Lovers rankings
and can redeem these points in
exchange for free menu items.
Welcome, Taylor MY HUT LOVERS SIGN OUT MY ACCOUNT FIND A PIZZA HUT ESPANOL
REWARD POINTS TROPHY CASELIFETIME POINTSPERSONAL PIZZA SHOPPER
WHAT KIND OF TOPPINGS DO YOU LIKE ON YOUR PIZZA?
Just
Cheese
Make it a
Meat Lovers
Something
Hot and Spicy
Can I have
them all?
Anything
Fresh Grown
Hi, Taylor.
What’s your pizza personality?
HOW DO YOU LIKE YOUR CRUST?
PAN PIZZA
Deep Dish
Chicago Style
HAND TOSSED
Foldable
New York Style
THIN N’ CRISPY
I like a crunch
STUFFED
I’ll take the extra
cheese wherever I
can get it
SKINNY
Same great taste,
fewer calories
HOW ADVENTUROUS ARE YOU WITH YOUR PIZZA?
I’ll stick to
my plain
cheese pizza.
I want to go
where no pizza
eater has
gone before.
SUBMIT >
PERSONAL PIZZA SHOPPERREWARD POINTS LIFETIME POINTS
11
trophies
The Green Thumb The iron tongue
B
A
select start
Play maker
Social media whiz
Loyalty introduction research strategy creative media evaluation
HUTLOVERS.COM
TroPHies
• TroPHies will be awarded as adventurous
participants order from the “Flavor of Now” menu.
• For each troPHy earned, a 20% discount will be
redeemable on the next online order.
• The Gamer troPHy will be awarded to
users who play the Pizza Maker game once
a week for four weeks in a row.
• The Social Media Whiz troPHy will be
awarded to participants who “share” their
orders on social media four times.
Digital ads
incorporate the
trophy case featured
on the Hut Lovers
microsite.
12. 12
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
MAKE IT Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
Saucy
Cheesy
Veggie
Meat lovers
Spicy
Yours
MAKE IT
Digital introduction research strategy creative media evaluation
92% of marketers report retargeting performs
equal to or better than search,
91% equal to or better than email,
92% equal to or better than other displays.
DIGITAL BANNERS
Retargeting and geo-tracking enable us to personalize
our messages to the individual based on their name
and pizza toppings from previous Pizza Hut orders.
Hut Lovers can reorder their favorites with two clicks.
Future Hut Lovers will have a generated name based on
demographics and popular orders in their location. For
example, a heavily Hispanic populated area will generate
a name like Maria with jalapenos, onions, and sausage.THE FLAVOR OF NOW
2 Billion possiblilities, find your flavor of now
THE FLAVOR OF NOW
THE FLAVOR OF NOWBanana peppers, pepperoni, jalepenos and bell peppers
SWARM ADS
We want to convey
what 2 billion looks like.
Consumers select one
of three objects based
on the website’s content
and watch as 2 billion
of their selection fill
the screen. This ad will
invite viewers to visit
HutSpot and dream
of what two billion
options looks like.
The “Make it Yours” .gif banner will also run
for those who do not have an order history.
13. VIDEO:
OPEN ON AN AERIAL SHOT OF
SYNCHRONIZED DANCERS
SWIRLING AROUND EACH
OTHER HOLDING OVERSIZED
PIZZA TOPPINGS ABOVE THEIR
HEAD TO FORM A PIZZA.
SFX: UPBEAT MUSIC PLAYING
IN THE BACKGROUND.
13
VIDEO:
CUT TO AN AERIAL SHOT OF
DANCERS DISPERSING FROM
PIZZA TO MAKE THE HUTSPOT
FINGERPRINT BUT HAVEN’T
FORMED IT YET
ANNCR VO:
The shortest distance between you
and your perfect pizza…
VIDEO:
CUT TO AN AERIAL SHOT SHOW
THE HUTSPOT FINGERPRINT.
ANNCR VO:
…introducing HutSpot.
VIDEO:
CUT TO AN AERIAL SHOT OF
DANCERS FORMING A GPS
PINPOINT.
ANNCR VO:
It’s got a pizza GPS so your mouth
waters from start to finish.
VIDEO:
CUT TO AN AERIAL SHOT OF
DANCERS FORMING THE
NUMBER 15 WITH A COLON.
ANNCR VO:
With the touch of a finger, order
your creation in 15 seconds.
VIDEO:
CUT TO AN AERIAL SHOT OF
DANCERS FORMING A LOYALTY
PROGRAM TROPHY.
ANNCR VO:
Get rewarded for your custom
pizza, a program made just for Hut
Lovers.
VIDEO:
CUT TO AERIAL SHOT OF
GROUP FORMING THE FINGER-
PRINT AGAIN.
ANNCR VO:
Browse, customize and make it
yours at the HutSpot.com
VIDEO:
CAMERA FADES TO BLACK AND
PIZZA HUT LOGO APPEARS
SUPER TITLE:
HutSpot. “Flavor of Now”
ANNCR VO:
“Make it Yours.”
Television introduction research strategy creative media evaluation
fingerprint :60
14. 14
Television introduction research strategy creative media evaluation
“2 billion options” :15
“Go topless” :15
These spots have catchy background music and are intended for streaming TV. They
can easily be adapted for spot TV billboards or digital radio.
15. 15
We went beyond product shots and price points with bold visuals, concise messaging, and calls to action. Our look
remains the same: fun and engaging infused with purposeful messaging that communicates a direct benefit.
2 BILLION OPTIONS
NOW AT YOUR FINGERTIP
hutspot.com
THE FLAVOR OF NOW.
MAKE IT YOURS.
Integrated
Print introduction research strategy creative media evaluation
There’s power in the versatility of all of our print ads. They can transition to digital, outdoor or point of purchase. Every ad
promotes interaction and personalization, aligning with the driving concept of user generated pizza. An emphasis on the
experience, as opposed to the product, highlights new features and increases overall awareness of HutSpot.
16. 16
Integrated
Print introduction research strategy creative media evaluation
Direct mail pieces have a playful voice showcasing our brand personality and using tongue-
in-cheek humor to capture the attention of our consumer.
ExclusiveboxesforonlineordersrewardHutSpotusersandpromotepizzapersonalization.
Pizza Hut employees will write customers names on the box tops when fulfilling orders,
making the customer feel valued.
These pieces will also be used as targeted Cyber Monday digital ads for consumers who
have previously ordered online.
“These look sleek. Easy on the eye.”
-Concept Testing
“Sex appeal and humor go a long way for us.”
“Two billion? Wow, that’s more options than I
have friends”
-Concept Testing
-Concept Testing
17. 17
Out of
Home introduction research strategy creative media evaluation
Interactive glass touch screens stationed at malls and local events will provide users
with the option to see what’s in their pizza box. Users can scan their fingerprint,
receive a personal pizza recommendation and instantly order. These ordering
stations will also serve as Wi-Fi hotspots or charging stations, encouraging users to
log into the HutSpot on their own devices.
Progressive billboards will appear in succession or cycle through digital signage with the time it takes a car
to travel in 15 seconds. This not only demonstrates the speed of our ordering process but exemplifies how
quickly you can get exactly what you want with HutSpot.
Interactive walls in public areas
allow consumers to engage with
new technolgy. By simply dragging
their fingers across the screen
different toppings flow to form the
HutSpot print.
18. 18
As people step on to the elevator, they enter the HutSpot experience. By pressing elevator
buttons representing certain pizza toppings, riders make it theirs. Toppings appear on
the digital screen outfitted on the back of the elevator and the HutSpot logo fills with
the selected toppings. The logo showcases pizza personalities and represents group
contributions to pizza orders.
This mall gallery kiosk invites users to flip up the pizza box top revealing
an interactive screen. This prompts them to seek out the interactive glass
display and engage with HutSpot.
Out of
Home introduction research strategy creative media evaluation
19. 19
ANNCR 1:
Your radio station is as unique as
your fingerprint. So how come
your pizza isn’t? Now you can
make it yours at HutSpot.com. So
go for it.
ANNCR 1:
Maybe it’s extra cheese. Or a
boatload of sriracha sauce. If you
ordered your perfect pizza at Hut-
Spot.com when this ad started, it’d
be going in the oven right now. Go
ahead. You’ve got another chance…
ACE: Ace Lindsey here from the Ace and TJ Show and we
are especially excited about our lunch today, isn’t that
right Lindsey?
LINDSEY: That’s right Ace. I’ve got to say ordering food
for everyone at the station has never been
easier-with HutSpot, Pizza Hut’s new digital
ordering experience. There’s even an app.
ACE: Ooooo a Pizza Hut app? That sounds
dangerous, Lindsey...
LINDSEY: Sure is. Pizza Hut’s got two billion flavor options...making this HutSpot the
shortest distance between your craving and your custom creation.
ACE: They don’t ask for everything except your social when you order, do they? Some
long, drawn out ordeal?
LINDSEY: Not at all. Pizza Hut is changing the game. You can do touch-to-pay...
there’s even a card scanner so mobile ordering is easier than ever.
ACE: Well I’m downloading the HutSpot app now. But it’s going to live three pages
away from my home screen. I don’t trust myself seeing that all the time.
LINDSEY: I’m with you on that one Ace, stuffed crust is forever calling my name!
ACE: (LAUGHTER) Alright everyone you heard it from us, check out HutSpot today
and answer your craving. And when you join the loyalty program you get all kinds of
exclusive offers.
LINDSEY: Like you need another excuse to order Pizza Hut?
Radio introduction research strategy creative media evaluation
:15 Radio
“pizza talk”
:60 Radio
live read
:15 Radio
“hand-picked
radiostation”
Why write radio when we’re trying to drive online orders? It’s to keep Pizza Hut at the top of mind
for consumers and links to recent partnerships to create the car commerce experience.
20. Abby Adventure
Abby Adventure.
Abby Adventure
20
Social introduction research strategy creative media evaluation
facebook twitter
Pizza Hut has several strengths in social media: a large following, distinct voice, and active brand presence. In order to better connect and resonate with the target, we
recommend a few enhancements to the current program. These changes will create sustained engagement with current and potential customers and push them to the
HutSpot experience.
Encourage customers to share their perfect pizza. Fans who post images to the Pizza Hut Face-
book page will get the chance to have their pizza featured as the “Pizza of the Week.”
Use action buttons to steer users toward HutSpot and the loyalty program. Promotion posts
should occur no more than three times a week to prevent followers from feeling overwhelmed by
hard-sell. Post once a day for optimal engagement.
Keep unique content at the top of your feed. When interacting with
your consumers, consistency is key. Post two to three times daily, and
always around meal times.
Shift towards using lifestyle images. Show your audience how your
product fits into their life. Drive to HutSpot. One post each day
should link to the digital ordering system or loyalty program.
instagram
Set a schedule. There should be at least five unique posts each week. Shift away from the hard sell posts that millennials are resistant to accept and move to
lifestyle posts. Highlight different “Flavor of Now” and other popular pizzas and include the names and descriptions of each.
21. 21
Pizza Hut’s PHantastic Maze
Mazes are difficult. HutSpot is not. Pizza Hut will sponsor corn mazes
across the country and place a branded trailer at the conclusion of the
maze. Technology stations at these trailers will allow participants to
interact with the easy ordering
options that are part of the new
HutSpot. This family-friendly event
will appeal to famillennials and
show them that they don’t have to
jump through hoops or navigate a
difficult process to get their perfect
pizza. With six events across the
nation, Pizza Hut’s PHantastic
Maze series will garner a minimum
of 12,000 event participation
impressions. Eacheventisexpected
to generate significant coverage
through media buzz within each
local news market, which increases
impressions exponentially and also
createsshareablenativeadvertising
opportunities in each target DMA.
MusicPHest
The Pizza Hut MusicPHest is not your
ordinary food truck, but an interactive,
socially driven HutSpot experience.
Participants connect to the HutSpot using
phones or phablet stations and interact
through their social media profiles.
A digital graffiti wall will showcase live
tweets, shout-outs, and user uploaded
photos from the MusicPHest. Event specific
hashtags bring the content to an interactive
display. MusicPhest lets
all participants truly
makeit“yours”andshare
their favorite pizza in a
public display. A Twitter enabled vending
machine will generate special hashtags for
fans to tweet to @pizzahut and have the
chance to win #FlavorOfNowMakeitYours
prizes.
With crowds as large as 220,000 at some
festivals, we expect the total number of
impressions to be around 1,000,000 at the
conclusion of the six festival long tour.
IMC introduction research strategy creative media evaluation
22. 22
Local
Strategy introduction research strategy creative media evaluation
Hispanics are the fastest growing minority consumer group and their buying
power cannot be ignored. These consumers are also a young demographic
that is rapidly adopting digital practices.
SouthAtlanta
Birmingham
Charlotte
Dallas
Houston
Memphis
New Orleans
Orlando
San AntonioM idwes
t
Madison
Ft. Wayne
Wichita
Cleveland
West
Los Angeles
In order to achieve a significant increase in online ordering it is important to
present advertising messages that are sensitive to individual markets.
These spot markets were selected based on either their current strength within
the Pizza Hut brand or their room for improvement.
A large majority of stores are owned by franchisees and it is important to
consider local store marketing opportunities. The messages included in
our campaign are easily adaptable to local markets. Franchise owners can
encourage digital ordering by promoting the HutSpot on a local platform.
Adaptability
23. We developed a unified national media strategy
that will appeal to our wide pizza demographic.
Pizza is consumed by everyone and we tried to
take different lifestyles into consideration by
selecting media easily encountered in everyday
routines. Television, digital, radio, direct mail,
out of home, and magazine media will be the
avenues to share the new and exciting changes
to the ordering process featured on HutSpot.
Inthe6-monthdurationofourcampaign,wewill
expose 95.2% of our target to 22 advertisements
in various media channels. These numbers only
account for traditional media-we expect to
incorporate both interactive and social media
to increase these numbers.
We plan to reach 5,450,042,550 impressions on
a $113,457,800 budget.
23
Media Objective/
Budget introduction research strategy creative media evaluation
24. Television $90,671,800
To reach a widespread audience, we will purchase media on
broadcast television to generate awareness of the HutSpot. Cable
and Network television will be utilized to have maximum reach
andimpressionsamongadults18-49.60-secondspotswillbeairin
bothnationalandspotmarkets.Programingchoiceswillholdwide
appealandbeconcentratedinearlyfringeandprimetimedayparts.
Radio $4,923,700
60-second radio spots will run in our spot market locations. These
live-reads will promote the benefits of incorporating the HutSpot
to simplify the digital pizza ordering experience.
Magazine $395,300
Limited magazine placement will be used to present specific
aspectsofHutSpot.SuggestedmagazinesincludeGameInformer
and Parade. Game Informer will reach adults aged 18-34 who are
already digital users and promote the new game app as well as the
Xbox and Hulu ordering systems. Parade Magazine appeals to the
famillenial demographic in order to convert more users to use the
HutSpot and how the app will make your life easier.
Digital $1,703,000
We will be utilizing both paid search and display ads in
order to reach consumers currently online. The geolocation
functionality of search engine software will provide relevant
information for the closest Pizza Hut locations. Display ads
will be used to target consumers on all kinds of websites
including Yahoo, Google, IMDB, Blogspot, Bing, ESPN, and IGN.
Byutilizingpersonalretargetingsoftwareourcampaignwillbeable
to take a pizza website consumer and appeal specifically to them.
Streaming Television $397,200
Maximizing on Pizza Hut’s current relationship with Hulu,
we plan to continue the ability to order using the online
streaming channel. Regulare customers will be directed
to the Hut Lovers microsite and new customers will land
at hutspot.com. 15-second pre-roll positioning will play a
vital role in converting a digital user to a digital consumer.
Internet Radio $273,000
Pandora and Spotify will air 15-second messages in
combination with digital display ads featuring HutSpot. This
media vehicle will be central in each month of our campaign,
as it introduces the loyalty and digital online ordering
experience to consumers on both mobile and web platforms.
Out of Home $4,092,700
Out of Home media will appear in the form of mall kiosks, elevator
wraps, and breezeway signage. Adaptable formats promote
the HutSpot and appeal to both suburban and rural markets.
Direct Mail $8,298,800
Database marketing will target new and current consumers with
postcards and email. Personalized messages will keep people
coming back to HutSpot - the optimal digital ordering process.
24
Media Plan/
Evaluation introduction research strategy creative media evaluation
26. To evaluate the success of HutSpot and our
campaign, we conducted several focus groups and
in-depth interviews. Participants felt a greater
connection to Pizza Hut and saw the benefits to
digital ordering. They were drawn to HutSpot’s
features and the concept was well-received.
During the campaign, web analytics should be
monitored to check click-through rates and page
views of Pizza Hut’s new website, as well as app
downloads to evaluate if consumers are ordering
online. To see how Pizza Hut’s online presence
is comparing to its competition, observations of
social media will show how consumers share, like,
and comment about Pizza Hut’s new “The Flavor of
Now. Make it Yours.” campaign. This will also help
to evaluate how consumers are talking about and
interacting with Pizza Hut as a brand through all
social media platforms.
At the end of the campaign, surveys should be
distributed and focus groups should be held to
determine whether or not perceptions of the brand
have changed and if Pizza Hut’s digital ordering
experience is the most optimal. Most
importantly, sales data will be analyzed
to determine if digital ordering has
increasedandhasmetourobjectives.
Conditions:
Of course, this campaign can
only be successful if orders are
consistently fulfilled correctly
and on time. It would
discourage consumers from
ordering online if they didn’t
get exactly what they wanted
through HutSpot.
26
EVALUATION introduction research strategy creative media evaluation
