Pizza Hut 50th Anniversary
As Pizza Hut’s 50th anniversary approached, we were challenged with developing a way to celebrate the occasion while promoting consumer advocacy. The “Show Us Your Hut” promotion let consumers interact with the brand by using the iconic red roof to show where they enjoy America’s Favorite Pizza.
Consumers used an iPhone application or simply printed out paper roofs and took pictures of their “roofed” homes, dorms, businesses… wherever they enjoy Pizza Hut. Then they uploaded, emailed, or texted the photos to the Pizza Hut site for official entry to the promotion. For incentive, consumers were given a five-dollar coupon toward their next purchase along with a chance to win free pizza for a year or the grand prize of free pizza for 50 years. As popularity of the promotion grew, so to did Pizza Hut’s consumer database and their position as America’s Favorite Pizza.
A few spots from the "roofing" campaign:
Consumers used an iPhone application or simply printed out paper roofs and took pictures of their “roofed” homes, dorms, businesses… wherever they enjoy Pizza Hut. Then they uploaded, emailed, or texted the photos to the Pizza Hut site for official entry to the promotion. For incentive, consumers were given a five-dollar coupon toward their next purchase along with a chance to win free pizza for a year or the grand prize of free pizza for 50 years. As popularity of the promotion grew, so to did Pizza Hut’s consumer database and their position as America’s Favorite Pizza.
A few spots from the "roofing" campaign:
Pizza Hut - Herd from Ben Waldman on Vimeo.
Pizza Hut - Poparazzi from Ben Waldman on Vimeo.
Pizza Hut - Cheating from Ben Waldman on Vimeo.