Chapman University NSAC PlansBook 2015 by Alexandra Contreras

NSAC 2015 TEAM #174

TABLE OF CONTENTS / EXECUT I VE SUMMARY

01 H i , w e a re th e Pi z za Pe o p l e .

Contents 1

Contents / E xecutive Summar y

I n t r o t o P i z ze a r c h

Discovering Perception

The Pizza Process

Competitive Landscape

Ta r g e t S l i c e s

Identif ying the Problem

Finding the Solution

Campaign Strategy

Big Idea

Why It Works

Media Objectives / Strategy

Media Markets / Mix

Digital Enhancements

July

August

September

October

November

December

PR Pitch Plan / Social Media

Media Flowchart

B u d g e t / C a m p a i g n Ev a l u a t i o n

F i n a l C o n c e p t Te s t i n g / P i t c h

[ 1] C a s e S t u d y

E xecutive Summar y Almost ever yone likes piz za.

Meet Circle Adver tising.

In fact, 93% of A mericans have eaten this cheesy piece of culinar y per fection in the past m o n t h [ 1] . W h a t d i f f e r e n t i a t e s c o n s u m e r s i n t h e p i z z a c a t e g o r y i s o r d e r i n g b e h a v i o r, a s e v e r y o n e has their own preference for how to acquire the food they love. Consumers value taste and a f f o r d a b i l i t y. T h e y w a n t p i z z a q u i c k a n d i n t h e easiest way possible.

We are a team of adver tising enthusiasts who make it a point to incorporate piz za puns into our daily conversations. We have eaten over 25 0 piz zas since September for the sake of piz za r e s e a r c h , w h i c h w e l o v i n g l y c a l l “ p i z z e a r c h .” W e are obsessed with the color red and flaunt it. B u t m o s t i m p o r t a n t l y, w e a r e P i z z a H u t b r a n d ambassadors.

A s te chnology advances , it ’s no longer as simple as deciding whether to call or walk into a P i z z a H u t . To d a y, i t ’ s a l l a b o u t d i g i t a l . H o w e v e r, many consumers aren’t even aware of the new ordering options available or the benefits of digital platforms. Many stubborn consumers are stuck in their phone-ordering ways and need a strong, simple message or incentives to change their habits.

A nd what has that taught us? Piz z a Hu t has a unique level of f lavor that sets it apar t. B et ter yet, consumers love it! Circle Adver tising will capitalize on this f lavor while leveraging an enhanced digital experience. We will recommend bold changes to your digital plat forms and messaging with the goal of positioning Pizza Hut as the number one pizza brand and creating the best digital ordering experience in the c a t e g o r y.

Our campaign is driven by a bold idea that raises the volume of Piz za Hut ’s brand voice with a redesigned mobile app, the launch of a loyalt y rewards program, fresh promotions with compelling of fers ever y month, lots and lots of red, and another Piz za Hut f irst. We will s p e n d $ 16 4 m i l l i o n t o g e n e r a t e o v e r 3 b i l l i o n compelling impressions and accomplish Pizza Hut ’s business goals. Conver ting 32% of consumers to the digital e x p e r i e n c e i n s i x m o n t h s w o n ’ t b e e a s y. I t t a k e s a bold, creative mind to develop such a solution. L u c k i l y, w e k n o w w h e r e y o u c a n f i n d 3 8 b o l d a n d creative minds.

The benefits of the digital ordering experience are clear to us. Our campaign makes them clear to your consumers.

INTRO TO PIZZEARCH

02 Le t ’ s G e t C o o ki n’ The Challenge: Increase the share of pizza orders that are done digitally by 32 percent from J u l y 1s t t o D e c . 3 1s t .

ACQUAINT

T h e F o u r -Te a m A p p r o a c h

Acquaint ourselves with Pizza Hut through ex tensive secondar y research to bet ter understand the stor y of the brand, the piz za c a t e g o r y, a n d t h e e v o l u t i o n o f digital ordering methods.

To d e t e r m i n e w h o w e a r e a d v e r t i s i n g t o , w e had to understand what we were adver tising a b o u t . To s o l v e t h i s m y s t e r y w e d i v i d e d o u r 3 8 members of Circle Adver tising into four teams to conduct secondar y research:

DISCOVER Discover current consumer perceptions using primar y research methods. Understand their ordering processes, digital tendencies, and current views of Pizza Hut, its rebranding and competitors.

IDENTIFY Identif y which target audience is most likely to help us achieve Piz za Hut ’s business goals and f ind what ’s cur rently disconnecting them from the brand.

SYNTHESIZE S ynthesize all research to identif y Piz za Hut ’s strategic position in t h e c a t e g o r y.

Consumer Insights Digital Media Internal and E x ternal Relations Brand Histor y W e p o u r e d o v e r 3 17 s o u r c e s s u c h a s t r a d e journals, annual repor ts, and news ar ticles to g e t t o k n o w P i z z a H u t a n d t h e c a t e g o r y. P a g e s were turned, friendships were forged, and pizza was eaten, all leading to a strong foundation of qualitative and quantitative research allowing us to determine our nex t research steps.

DISCOVERING PERCEPTION

03 Wh o h e re l i ke s p i z za? As we transitioned from secondar y to primar y research, it was clear that we needed to understand consumer perceptions and behaviors to develop our target audiences. Perception of Pizza Hut

259 PI

A ZZ

O S C

D UME

SUR

674 VE

ERV

141

IEW

117 7 Research Impressions

INT

Flavor of Now

PROFE

U RO

SSIO

In ever y focus group, we asked par ticipants a b o u t t h e “ F l a v o r o f N o w ” r e b r a n d i n g [3] … A n d found only 23.5% of respondents were aware of it. Af ter showing par ticipants the new Piz za Hut commercials and executions, we learned that they weren’ t excited about the rebranding or tone.

S G

L I N

TE R

When asked what came to mind when they heard the words “Pizza Hut,” 29% of consumers said stuf fed crust, 9% said grease, and 7% s a i d B B Q w i n g s [2] . R e s p o n d e n t s a s s o c i a t e d Pizza Hut with past promotions, old movie tie-ins, and childhood spor ts par ties, meaning nothing distinct is making the brand stick out to consumers.

“ It is really cute. I like the old people, doesn’t make me want to go to Pizza Hut, makes me want t o g o t o I t a l y a n d e a t t h e i r p i z z a t h o u g h .” - A idan, 21

S EST E T

IZZA HU

T V I

Professional Inter views

“ Enter taining, but it doesn’t speak to me because I’m like those old people! ”

Walter S mith

E V P and Group Account Director at Deutsch L A

- Robert, 37

Jim Fre d ric k

Former SV P Creative Marketing at Warner Bros. Pictures

Ryan Ey tc heso n

Branded Video Producer at BuzzFeed

S t e v e O ’ Le a r y

Chairman at O’Lear y and Par tners

Omeed Boghraty

W r i t e r a t T B WA\ C h i a t \ D a y

[2] Focus Groups

“ I’m confused. Why didn’t they have more of people eating and liking the pizza at the end? ” - E m i l y, 18

THE PIZZA PROCESS

04 Order up!

Yo u r P i z z a i s G r e a t

Ordering Process

What did connect with consumers were your f lavor options. We completed piz za taste tests featuring the new toppings, crust f lavors and drizzles, and found consumers were pleasantly surprised. In fact, 79% said they liked the new f lavor options af ter tr ying them. So, even though Piz za Hut ’s cur rent messaging isn’ t resonating with consumers, its choice to add more f lavor sure is.

When it comes to ordering a piz za, consumers are stuck in their ways. We looked at how c o n s u m e r s c a n o r d e r a p i z z a (O n l i n e , A p p , Phone, Dining-In, Xbox) and found their ordering preferences are determined by incentives, perception of convenience, habit and level of comfor t with human interaction. There was no consistency in the demographics tied to these preferences.

“ I will literally order that the nex t time I o r d e r p i z z a .” - Linda, 39 “ If this is what Pizza Hut tastes like, I like it ” - Keith, 20 “ I wouldn’t generally think to get these i n g r e d i e n t s , b u t I l i k e t h e m a l o t .”

“ I t ’ s q u i c k , e a s y, a n d I ’ m u s e d t o i t . I ’ v e d o n e i t f o r e v e r. L i k e , w h y w o u l d I c h a n g e? ” - A n d r e a , 2 1, P h o n e O r d e r e r “It ’s easiest and I’m engrained to do so from childhood” - H e c t o r, 3 6 , P h o n e O r d e r e r

“ It ’s easy and they don’t mess up your o r d e r b e c a u s e t h e y c a n ’ t h e a r y o u .” - Duncan, 23, Online Orderer “ Ev e r y t h i n g i s r i g h t t h e r e a n d y o u d o n ’ t h a v e t o d e a l w i t h a n y o n e .” - A m y, 3 0 , O n l i n e O r d e r e r

- Cianna, 28

Digital Ordering Process In our fo cus groups , we dire ctly compared Piz za Hut and D omino’s’ digital ordering pro cesses , encouraging feedback. To o u r s u r p r i s e , p a r t i c i p a n t s d i d n ’ t l i k e e i t h e r o f t h e p i z z a o r d e r i n g p r o c e s s e s o n t h e a p p a n d t h e r e w a s n o t a n i n i t i a l p r e f e r e n c e . B u t w h e n q u e s t i o n e d f u r t h e r, 6 3 % o f p a r t i c i p a n t s c h o s e D omino’s. T hey found the Piz za Hut online experience easy to use, but unexciting. T hey liked D omino’s P i z z a Tr a c k e r, b u t t h o u g h t P i z z a H u t ’ s s i t e w a s m o r e a e s t h e t i c a l l y p l e a s i n g . T h e r e f o r e , w e ’ l l b e r e c o m m e n d i n g a m o r e i n t u i t i v e a p p e x p e r i e n c e a n d a n o n l i n e f e a t u r e t o r i v a l t h e P i z z a Tr a c k e r. W e a l s o f o u n d t h a t a m o n g t h e b i g c h a i n s , c o n s u m e r s f a v o r e d D o m i n o ’ s . H o w e v e r, t h e y d i d n ’ t cite distinguishing characteristics of the brand when asked fur ther about their decision. In fact, 62% of respondents admit ted they just opt for the cheapest, most convenient option available. So, even though consumers show a preference, they ’re not necessarily brand loyal - they tend to j u s t f o l l o w t h e d e a l . W e c o n c l u d e d t h a t t h e r e i s a l a c k o f b r a n d l o y a l t y i n t h e p i z z a c a t e g o r y.

Likes:

•

Good colors

•

Pizza visuals

•

Choices

S i m p l e r/e a s i e r t o navigate

•

Good colors

•

B et ter

Dislikes:

organization

•

Dropdown menus

•

Animation

•

Unintuitive

•

No dropdown

•

Ta k e s t o o l o n g ,

menus

they just want •

their pizza now

Dislikes:

Requires putting

•

Dom doesn’t work

in too much info

•

Unintuitive

at the beginning

COMPETITIVE LANDSCAPE

05 Bring it, Domino’s.

STRENGTHS • • •

WEAKNESSES YOUR DELIVERY DIA L

Largest pizza company in the world, with m o r e t h a n 15 , 0 0 0 u n i t s i n o v e r 9 0 c o u n t r i e s Broadest ordering options (telephone, Xbox , m o b i l e , d e s k t o p s , H u l u , t a b l e t s , b u t t o n) [ 2 ] More pizza flavor combinations than other brands

• • •

MIN U T E S

U N T IL IT ’ S AT YO U R DO O R

OPPORTUNITIES • • •

Brand image and voice Low consumer awareness of digital platforms and new menu options Unintuitive digital ordering experiences

THRE ATS •

Emergence of new technologies New f lavor options play to customization trend among consumers It ’s faster and more convenient to order Piz za Hut ’s many f lavors digitally

• •

D omino’s cur rent competitive advantage capitalizing on technological trends N e w f a s t- c a s u a l , m a d e t o o r d e r c o n c e p t s eating away market share such as Blaze and Pieology Loyalt y programs of competitors, such as Papa John’s

What do they have that we don’t?

D o m i n o ’ s P i z z a Tr a c k e r [ 4 ]

Rewards Program

We compared Piz za Hut to its competitors on a digital level to understand what elements were missing from our digital ordering experience. We looked at the following companies:

This allows consumers to track the piz zam a k i n g p r o c e s s f r o m o r d e r t o d e l i v e r y. I t keeps the user engaged throughout the entire digital ordering process, creating a seamless, immersive digital experience.

Digitally exclusive rewards programs, like Papa Rewards, of fer incentives to order specif ically o n l i n e o r t h r o u g h a n a p p . T h i s r e w a r d s l o y a l t y, while conver ting orders to digital.

Domino’s Papa John’s Little Caesars E a t 24 GrubHub Seamless PostMates We identif ied several features of fered by our competitors and not by us. [2] [4] [5] [6] [7] [8]

Case Study Forbes.com Adweek.com PapaJohns.com M o b i l e C o m m e r c e D a i l y. c o m AdAge.com

Te c h n o l o g y S t u n t s

Dom

[8]

[5]

Competitors are using technology stunts to distinguish themselves in an oversaturated marketplace. These stunts have included D o m i n o ’s a n d i t s u s e of d r o n e s [4]. Split Payments

[7]

[6]

This feature makes ordering in groups more c o n v e n i e n t . C u r r e n t l y, i t g i v e s P a p a J o h n s a n d food deliver y companies like E at24/Grubhub, a digital ordering advantage.

T he D omino’s voice - ordering function creates an interactive experience on the app.

TARGET SLICES

06 It ’s all behavioral...

Identify The realization that consumer pizza-ordering behaviors are driven by incentive, perception of ease, and habit shaped the development of our target audiences. We found no demographic exclusivities or consistencies when it came to these behaviors. This suggested that

demographics aren’t the best way to segment our target audience for messaging purposes -- behavior is. So, we cut our audience pie into three saucy slices that each represent a purchasing behavior our campaign will address.

Our creative messaging targets these three b e h a v i o r a l s e g m e n t s . H o w e v e r, a s y o u w i l l s e e in the media section, demographics drive our media buys. This ensures our messaging is received at the right time, by the right audience.

TRADITIONALISTS

DIGI TAL ENTHUSI AS TS

LOYA L IS T S

Those who order pizza by calling.

Those who order pizza digitally from digital competitors.

Those who order pizza digitally from Pizza Hut.

Perceived Benefit

Convenience/E ase/Human interaction

Incentive/No Human Interaction

Convenience/Ease/Incentive

Tr a d i t i o n a l i s t s e n j o y h u m a n i n t e r a c t i o n , a s it leads to easy personalization and strong relationships. They are creatures of habit and struggle to break away from the phone because it ’s what they ’ve always done. T hey have t h e c a p a b i l i t y t o o r d e r d i g i t a l l y, j u s t n o t t h e incentive or information. They perceive ordering o v e r t h e p h o n e a s m o r e c o n v e n i e n t , f a s t e r, a n d easier than any other ordering method. In other words, they don’t know what they ’re missing.

Digital Enthusiasts avoid human interaction when ordering a pizza and would rather let their fingers do the talking. This also allows them to order quickly and catch promotions that are o n l y o f f e r e d d i g i t a l l y. T h e y ’ v e y e t t o d i s c o v e r the joys of Pizza Hut and the array of new flavor combinations, but when they do it’ll rock their motherboardin’ world!

Loyalists have it all figured out. They just get you. They ’re faithful to Piz za Hut and believe d i g i t a l i s t h e b e s t w a y t o o r d e r. T h e y t h i n k digital is the most convenient ordering option and that Piz za Hut tastes the best. This is a habit we’re not looking to change with our campaign, but encourage.

Tr a d i t i o n a l i s t S t r a t e g y

Digital Enthusiast S trategy

Loyalist Strategy

•

Establish perception that ordering over the phone is less convenient and ef fective Of fer digitally exclusive promotions to i n c e n t i v i ze t h e m t o t r y t h e d i g i t a l o r d e r i n g experience

• • •

Create a distinct brand voice that will make Pizza Hut stand out in the categor y Ta k e c o n s u m e r s a w a y f r o m c o m p e t i t o r s , specifically Domino’s Provide superior digitally exclusive promotions Le v e r a g e a n e n h a n c e d d i g i t a l o r d e r i n g experience

•

Provide a rewards program with incentives t h a t w i l l m o t i v a t e Lo y a l i s t s t o p u r c h a s e m o r e f r e q u e n t l y a n d t o i n c r e a s e c h e c k s i ze per transaction A p p l a u d Lo y a l i s t s f o r t h e i r o r d e r i n g behaviors

IDENTIFYING THE PROBLEM

07 The Three Barriers From our ex tensive research, we identif ied three obstacles barring our target audience from engaging with Piz za Hut ’s digital ordering experience.

BRAND VOICE

I n d i s t i n c t B r a n d Vo i c e We found Piz za Hut consumers were mostly unaware of the rebranding, and remembered Pizza Hut from their childhood, past promotions or for having stuf fed crust. Aside from the color red, there was lit tle distinguishing the brand from other competitors. The rebranding was bold, but the messaging that accompanied it was not. It gave Piz za Hut distinct at tributes, just not a distinct voice.

Breaking Through To b r e a k t h r o u g h t h e s e b a r r i e r s , w e d e t e r m i n e d our challenge is to f ind the single most compelling way to get consumers of f the phone and onto digital plat forms. Enter Rompe, the culmination of our research activities. During this annual research weekend, members of the Circle Adver tising family enter into an environment that fosters contemplation. We d i s s e c t t r e n d s i n t h e f o o d i n d u s t r y, e x c e p t i o n a l uses of adver tising, and our own primar y and secondar y research. From this information, we worked to f ind a single area that Piz za Hut can slice into its own- - a slice that none of its competitors could ever eat.

DIGI TAL AWARENESS

Low Digital Awareness T here is a lack of awareness of Piz za Hut ’s digital ordering oppor tunities. The majorit y of piz za consumers we inter viewed did not know Pizza Hut had an app. Those who knew about it were usually not convinced of its superiorit y over the telephone. When asked what would make them switch from phone ordering to digital ordering, they listed incentives, rewards programs, and special digital features.

DIGI TAL INCENT I VE

Lack of Digital Incentive Our targets currently have lit tle reason to change their ordering habits. Piz za Hut ’s digital experience includes few incentives, lacking exclusive features, rewards, or an intuitive i n t e r f a c e t o e n t i c e c o n s u m e r s t o o r d e r d i g i t a l l y.

FINDING THE SOLUTION

08 Where is our niche? Perception Map Once we had an understanding of Pizza Hut, its competitors and our consumers’ perceptions, w e n e e d e d t o f i n d o u r i d e a l p o s i t i o n (n i c h e) i n t h e c a t e g o r y. H o w w i l l P i z z a H u t s t a n d o u t i n a clut tered environment ?

We analy zed the industr y and found a lucrative position that Pizza Hut can own.

We believe the most lucrative place for Piz za Hut to be is at the intersection of f lavor customization and superior digital experience. T h a n k s t o t h e “ F l a v o r o f N o w ”, P i z z a H u t uniquely of fers the most pizza f lavor options/ c o m b i n a t i o n s i n t h e c a t e g o r y. W e w i l l t a k e t h i s fact and establish that it ’s easier to explore t h e s e n e w f l a v o r s d i g i t a l l y. T h i s w i l l d e t e r phone ordering while leading consumers to a reinvigorated Piz za Hut digital experience.

Digital Presence Pizza Hut in 6 months

D omino’s

Papa Johns Limited Options

Customizable

Focusing on the Objective The overarching objective of this campaign is to conver t 32% of Piz za Hut consumers to order d i g i t a l l y b y t h e e n d o f 2 0 15 . To d o t h i s i n s u c h a shor t period, we needed a simple and bold strategy that will position Piz za Hut as digitally superior and the most customizable, while rendering telephone ordering obsolete.

Pizza Hut now

Little Caesars

Offline

CAMPA IGN STRATEGY

09 Yo u g a ve u s th re e o b j e c tive s ...

OBJECTIVE 1

OBJECTIVE 2

OBJECTIVE 3

To p o s i t i o n P i z z a H u t a s t h e t o p c h o i c e f o r p e o p l e w h o o r d e r d i g i t a l l y.

To p r o v i d e t h e g r e a t e s t d i g i t a l o r d e r i n g e x p e r i e n c e i n t h e c a t e g o r y.

To r e a c h t h e t a r g e t o f 7 5 % o f a l l o r d e r s d o n e o n l i n e / m o b i l e b y t h e e n d o f 2 0 15 .

Introducing the Pizzunnel Our campaign focus is best illustrated with the “Pizzunnel” (pizza meets funnel). It helps guide our campaign to make ever y thing, from our strategy all the way down to our executions, seamless.

S TR ATEGIC IDE A Deter consumers from ordering over the phone by leading them to an enhanced digital experience that capitalizes on the unique level of choice Pizza Hut provides.

TONE The success of this strategy relies on how we deliver the messaging to consumers. Therefore, our campaign needs to be: Simple Daring To n g u e - i n - C h e e k Our campaign has to change consumers’ perception of the most convenient way to order piz za. Since we’re deterring calling, we need a message that is easy for the consumer to d i g e s t , b o l d e n o u g h t o b r e a k t h r o u g h t h e c l u t t e r, yet humorous enough that the message sticks in their heads. Enter our big idea...

BIG IDEA

Donâ&#x20AC;&#x2122;t Call Us

WHY IT WORKS

11 Don’t Call Us D o n ’ t C a l l U s e n c o u r a g e s c o n s u m e r s t o b r e a k a h a b i t , w h i l e a l t e r i n g t h e p e r c e p t i o n t h a t o r d e r i n g o v e r t h e p h o n e i s e a s i e r. A n y t i m e “ D o n ’ t C a l l U s ” i s s e e n a s a tagline, it will be paired with a reason to conver t to the digital experience, giving consumers a clear alternative to phone ordering. For example: “ Don’ t Call Us. T h e D e a l s A r e D i g i t a l .” “ D o n ’ t C a l l U s . G e t A p p y.” “ D o n ’ t C a l l U s . T h e f l a v o r o f d i g i t a l .” T h i s a v o i d s c o n f u s i o n a n d e n s u r e s t h a t c o n s u m e r s u n d e r s t a n d w e w a n t t h e m t o o r d e r d i g i t a l l y, a l l w h i l e h i g h l i g h t i n g f e a t u r e s u n i q u e t o P i z z a H u t .

Are we coming of f too strong?

Te s t i n g

W e l l , w e p r e f e r t o t h i n k o f i t a s “ d a r i n g .” I t m a y be a risk y idea, but with great risk comes great reward. Even though “Don’t ” is denotatively negative, we found when paired with the digital call-to -action, our signature tongue -in- cheek tone, and visuals, the messaging was well received and easily digestible. This will lay the f o u n d a t i o n f o r a n e w b r a n d v o i c e f o r P i z z a H u t- o n e t h a t w i l l m a k e i t d i s t i n c t i n t h e c a t e g o r y.

To a s s u a g e a n y w o r r i e s s u r r o u n d i n g D o n ’ t C a l l U s , w e i n i t i a l l y c o n c e p t t e s t e d i t , s h o w i n g o v e r 4 0 c o n s u m e r s f r o m o u r t a r g e t a u d i e n c e s m o c k p r i n t a d s a n d e x e c u t i o n s w i t h o u r “ D o n ’ t C a l l U s . _ _ _ _ _ .” messaging. Overall, the responses were over whelmingly positive.

Will this alie nate our target audie nces? A c t u a l l y, w e b e l i e v e i t w i l l e m b o l d e n t h e m . D o n ’ t C a l l U s s p e a k s d i r e c t l y t o Tr a d i t i o n a l i s t s t o g e t them of f the phone, without deterring them from Piz za Hut. Don’t Call Us establishes a distinct brand voice for Piz za Hut that will resonate with Digital Enthusiasts, inspiring trial from our competitors’ consumers. Don’t Call Us will also m o t i v a t e L o y a l i s t s t o o r d e r m o r e f r e q u e n t l y, as their current behavior is not only being validated, but celebrated.

7/ 10 Tr a d i t i o n a l i s t s w o u l d t r y d i g i t a l o r d e r i n g next time 7/ 10 D i g i t a l E n t h u s i a s t s w o u l d t r y P i z z a H u t ’ s digital ordering experience next time 9 / 10 L o y a l i s t s l i k e d i t a n d t h o u g h t i t w a s humorous

Mandatories Any time “Don’t Call Us” is used as a tagline, it will be paired with a digital call-to -action. Ever y execution and promotion leads to the digital experience Capitalize on f lavor

“ I actually kind of like how it catches me of f guard, but I still know what to do instead of c a l l i n g .” - E v a n , 3 8 “ I like Don’t Call Us , it ’s unconventional and with t h e c a l l - t o - a c t i o n I k n o w e x a c t l y w h a t t o d o .” Saied, 47 “I think the tagline is so clever! ” - Julie, 31

MEDI A OBJECT I VES / STRATEGY

12 Breaking Through The Clutter

O u r m e s s a g i n g t a r g e t s o u r Tr a d i t i o n a l i s t s , Digital Enthusiasts, and Loyalists, but how do we make sure they see it ? To c o n v e r t c o n s u m e r s t o t h e d i g i t a l e x p e r i e n c e , we identified our media audience by those who are digitally capable— males and females 18 - 4 9 [ 1] y e a r s o l d . A d d i t i o n a l l y, w e p l a c e d a n emphasis on those who generally order the most p i z z a — m o m s a n d y o u n g e r m a l e s [ 1] .

MEDIA OBJECTIVES

MEDI A S TR ATEGIES

Increase awareness and drive digital conversion - Tr a d i t i o n a l i s t s , D i g i t a l E n t h u s i a s t s , L o y a l i s t s

Give campaign national scope to generate awareness across general markets.

Alter perception of digital ordering - Tr a d i t i o n a l i s t s

Reach our core target audiences in markes with greater potential for digital Piz za Hut ordering.

Generate digital engagement - Digital Enthusiasts

Use frequency strategy to enhance message recall and digital conversion • Maintain 85% reach with an average frequency of 3 throughout the campaign.

Amplif y loyalty through media placements - Loyalists

[ 1] C a s e S t u d y

Flight campaign to heav y up during peak piz za consumption time. • Holidays: Halloween, Thanksgiving Eve, New Ye a r s E v e • Evenings, Fridays and Saturdays

INNOVAT I VE MEDI A

• • • •

Programmatic Media Buys Xbox Ordering Hulu Ordering Vir tual Reality

MEDIA MARKETS/ MIX

Reaching Our Audience with Paid Media TOP MEDIA MARKETS We cross referenced Nielsen’s top media markets, cities with high concentrations of piz za consumers to Piz za Hut storefronts, and cities with the highest traf f ic to digital ordering plat forms. Then, we compared them to Google Tr e n d s , w h i c h d e t e r m i n e s m a r k e t a r e a s w h e r e k e y w o r d s s u c h a s “ p i z z a d e l i v e r y, ” “ P i z z a H u t , ” “ D omino’s ,” and other competitors , are most frequently searched. Atlanta, GA Cleveland, OH Dallas, T X Los Angeles, CA Miami, FL Minneapolis, MN N e w Yo r k C i t y, N Y Phoenix, A Z P i t t s b u r g h , PA San Francisco, CA

St. Louis, MO Ta m p a , F L Houston, T X Detroit, MI Chicago, IL Charlot te, NC D e n v e r, C O S e a t t l e , WA Milwaukee, WI San A ntonio, T X

MEDIA MIX Online 78% of Americans live in a household with highspeed internet, while the average A merican spends an average of 2.2 hours a day on their d e s k to p / l a p to p [9] . T h i s m e d i a v e h i c l e w i l l increase reach and awareness of our campaign . W E B S I T E P L A C E M E N T S (O n l i n e / M o b i l e) [ * * ] msn.com, answers.com, yahoo.com, bleacherrepor t.com, rollingstone.com, ign.com, i m d b . c o m , h u f f i n g t o n p o s t . c o m , s p o r t s .y a h o o . c o m , r o t t e n t o m a t o e s . c o m , h u l u . c o m , s p o t i f y. c o m pandora.com, youtube.com, facebook.com, t w i t t e r. c o m , b u z z f e e d . c o m

Mobile Heav y ad placement will take place during peak usage times. For example, between 8 p.m. and 9 p.m., 3 9.4% of smar tphone owners use a phone for social net working and 22.4% play games[*]. APP PL ACEMENTS [**] I n s t a g r a m , Tw i t t e r, Yo u t u b e , P a n d o r a , H u l u , S p o t i f y, F l i p b o a r d Te l e v i s i o n T V r e m a i n s A m e r i c a ’ s #1 l e i s u r e a c t i v i t y [ 11] . Americans spend an average of 4 and a half h o u r s w a t c h i n g T V e a c h d a y [ 1] a n d m o r e t h a n half view it while multitasking on their computer o r p h o n e [ 12 ] . T V w i l l i n c r e a s e a w a r e n e s s o f the digital ordering process by increasing the frequency of our message. 30 second commercials will air nationally throughout our campaign during primetime and early fringe. BROADCAST PL ACEMENTS [***] A B C, CB S, NB C, Fox , Univision CABLE PL ACEMENTS [***] E S P N , T B S , A D U LT S W I M , C O M E D Y C E N T R A L Out of Home & Radio OOH and Radio adver tising will be placed in our top media markets as a tool to ex tend the reach and frequency of our campaign while users are of fline. The brevit y of OOH and radio messaging is ideal for driving traf f ic to the Piz za Hut website and other digital ordering options.

[ 9 ] A d A g e M a r k e t i n g F a c t P a c k 2 0 15 [ 10 ] R a d i o A d v e r t i s i n g B u r e a u [ 11] B u r e a u o f L a b o r S t a t i s t i c s [ 12 ] E x p e r i a n [*] Cross referenced websites from Nielsen, MRI plus and Quantcast. [* *] Cross reference apps from Nielsen, Quantcast, and most downloaded in app store. [* * *] Cross-referenced networks from Nielsen, MRI plus and Kantar Media SRDS. Timing: highest viewership level.

We will place billboards, transit shelters, and wallscapes in high traf fic locations within our top media markets. For radio, 6 0 -second spots, which have a higher recall than 30 -second spots [ 10 ] , w i l l b e p l a c e d i n t h e t o p 5 r a d i o s t a t i o n s o f each media market.

DIGI TAL ENHANCEMENTS

14 Our Recommendations

“Fre que nt Pie’rs Rewards Program”

App Inter face

New Features

We will launch Piz za Hut ’s digitally exclusive Fre qu e nt Pie’rs rewards pro gram o n Jul y 1 o n the Piz za Hut website, app, and all other digital platform. Upon downloading the Pizza Hut app, users will be asked to create an account that au to mati c all y e nrolls th e m in th eir Fre qu e nt Pie’rs membership. Users will star t receiving “slices” with each digital order made through t h i s a c c o u n t . A n y d i g i t a l o r d e r u n d e r $ 15 f i l l s u p half a slice of the rewards pie, while any digital o r d e r o v e r $ 15 r e s u l t s i n a f u l l s l i c e . O n c e t h e customer has f illed all 8 slices of their pie, they can claim a large three -topping piz za for free.

We redesigned the app inter face to focus on s i m p l i c i t y. A n e w l a n d i n g p a g e a l l o w s c u s t o m e r s to customize their order before commit ting to the purchase. By beginning with the menu and ordering process, the app showcases the variet y of flavor choices, ser ving as a vehicle to convince potential customers to order from Pizza Hut. Overall, we compar tmentalized the ordering experience, allowing customers to swipe through each stage of the process while watching their piz za come to life, topping by topping. B oth the piz za and the price will be constantly updated , according to the customer ’s choices. Af ter completing the piz za, the user will see a review screen, allowing them to conf irm their order or swipe back and make any desired changes.

All Pizza Hut digital ordering processes will include the following new features:

O n c e re giste re d fo r th e pro gram , Fre qu e nt Pie’rs will receive emails with special discounts and the first look at promotions.

Au to mati c Fre qu e nt Pie’rs prof ile af te r ini tial purchase Split payment to add additional contributors to your bill Camera tool for the option to take picture of credit or debit card to automatically apply card information to an order

DIGI TAL ENHANCEMENTS

15 Getting Digi With It

“Putt Putt Pizza Hut” E xclusively for the Piz za Hut website, we will create a simple, keyboard- controlled, and addictive game called Put t Put t Pizza Hut that will pop up immediately af ter the customer c o m p l e t e s t h e i r d i g i t a l o r d e r. T h e e n d l e s s runner web game features a man in a car who avoids giant domino blockades while collecting Piz za Hut toppings. Signature Piz za Hut driz zles s e r v e a s p o w e r- u p s . A s t h e g a m e p r o g r e s s e s , it spe eds up and builds the user ’s game score based on how many toppings are collected and the time that has passed. On ex tremely rare occasions, a pizza slice will appear in the game and if c olle cte d i t adds a sli c e to th eir Fre qu e nt Pie’rs rewards piz za, giving them an incentive to play the game. “ Yo u r D e l i v e r y D i a l ” Yo u r D e l i v e r y D i a l i s a f e a t u r e o f f e r e d o n e v e r y digital plat form allowing the consumer to monitor the f ive step process of their deliver y: • Dough • To p p i n g s • Get ting B aked • B oxed Up • On Its Way Yo u r D e l i v e r y D i a l o f f e r s a n e s t i m a t e o f t i m e u n t i l d e l i v e r y. p e c i f i c a l l y o n t h e P i z z a H u t website, it will pop up nex t to Put t Put t Pizza Hut, fur ther enticing the user to remain online.

JULY

16 L a u n c h o f “ D o n’ t C a l l U s .” “Don’t Be a Phoney”

E xample Concepts:

W h e n c o n s u m e r s c a l l P i z z a H u t o n J u l y 1, instead of speaking with an employee, they will hear a voice recording directing them to a digitally exclusive deal for a 99 -cent, t wo topping me dium piz z a (with choice of sauce, driz zle and crust).

“Get Appy ” O p e n s o n A n g e l o a n d C o n n o r. A c o v e r o f B o b M a r l e y ’ s “ D o n ’ t W o r r y, B e H a p p y ” p l a y s , b u t t h e l y r i c s a r e c h a n g e d t o “ D o n ’ t W o r r y, G e t A p p y. ”A n g e l o i s s w a y i n g t o t h e s o n g , w e a r i n g a Hawaiian shir t. He swipes his phone and instantaneously a Pizza Bar slides in. Connor is still dialing, but star tled. A Pizza Hut employee ser ves f lavor sticks and stuf fed crust pizza, adding a whole heap of toppings. Connor throws his phone in frustration and walks of f screen. A v o i c e o v e r r e a d s , “ D u r i n g A p p y H o u r, f l a v o r sticks are $2 and adding toppings and stuf fed c r u s t i s f r e e . D o n ’ t C a l l U s . G e t A p p y.”

T h i s i s o n e - u p p i n g D o m i n o ’ s r e c e n t o n e d o l l a r, one -topping piz za deal. Users will have the o p t i o n t o s t a y o n t h e l i n e t o o r d e r t r a d i t i o n a l l y, where they won’t receive the deal. This will be promoted by social media and press releases the day of. The phone script: “ Hey y y y friend! This is Pizzahut.com and for t h e d a y, I ’ v e h a c k e d i n t o P i z z a H u t ’ s p h o n e ser vers. Muahahahaha! Why have I done this you ask?! Because, in my completely unbiased opinion, you are much bet ter of f ordering online or through our app than on the phone. And to show you how serious I am about this, I’m of fering you a 99 cent, two -topping medium p i z z a a l l d a y, a n d a l l y o u g o t t a d o i s g o o r d e r o n our website or app! That ’s it. So, what are you waiting for? Go get your digitally- delicious deal n o w ! * p a u s e * O h . . . I s e e … Yo u d o n ’ t w a n t t o t r y m y d e a l ? K i n d l y w a i t w h i l e I c o n n e c t y o u .”

“Mobile Pizza” O p e n s o n A n g e l o a n d C o n n o r. T h e y s t a r e a t e a c h o t h e r, t h e n o r d e r p i z z a . B y t h e t i m e C o n n o r h a s dialed, Angelo has already ordered his pizza. Angelo pulls a piece of pizza directly out of the phone, while Connor looks shocked.

Commercials O u r s i x T V c o m m e r c i a l c o n c e p t s (o n e f o r e a c h m o n t h) f e a t u r e C o n n o r, a t r a d i t i o n a l i s t , and Angelo, a loyalist in a series of scenarios depicting the disadvantages of phone ordering versus the benefits of digital ordering. This allows our messaging to be f lexible to target specific audiences with specific messages. Ever y commercial is set against a clean, white background and will promote a specif ic element from Piz za Hut ’s digital ordering experience. Commercial Placement C A B L E & B R O A D C A S T T E L E V I S I O N ( J u l y 2 - D e c 3 1) ABC, CBS, NBC, Univision, ESPN, TBS, Comedy Central, Adult Swim

Connor grows more frustrated with his phone c a l l , w h i l e A n g e l o p u l l s m o r e p i z z a o u t , h a p p i l y. Connor tries to do the same with his telephone, and then when he can’t, he smashes it. They stare at each again, then Angelo pulls a pizza o u t a n d h a n d s i t t o C o n n o r. T h e t a g l i n e r e a d s , “ D o n ’ t C a l l U s . O r d e r f a s t e r d i g i t a l l y.” “ L i f e H a p p e n s W h e n Yo u ’ r e O n t h e P h o n e ” This commercial compares the phone ordering experience directly to the digital ordering experience. Connor and Angelo begin ordering their pizza at the exact same time. Angelo receives his pizza in seconds, then experiences life’s biggest moments , from graduation to marriage to having children. Meanwhile, Connor is stuck talking on the phone, obviously and enviously missing out. The commercial ends by saying, “ Don’t Call Us. Life happens when you’re o n t h e p h o n e .”

JULY

17 “A p p y H o u r ”

“Pizza Bars”

“Easy as Pizza Pie Video Contest ”

S tar ting on July 6th and ex tending the duration of the campaign, Piz za Hut will of fer an Appy Hour promotion. Discounts will be digitally a v a i l a b l e S u n d a y s -T h u r s d a y s f r o m 2 - 4 p m , a s w e l l a s F r i d a y s a n d S a t u r d a y s f r o m 10 p m -12 a m for Appy Hour Af ter Dark. The deals include three free toppings on any piz za, $2 f lavor sticks, and free stuf fed crust, and are exclusive to Fre qu e nt Pie’rs m e mb e rs . A ny m ess aging s u r r o u n d i n g A p p y H o u r w i l l s a y, “ D o n ’ t C a l l U s . G e t A p p y.”

To l a u n c h A p p y H o u r, P i z z a H u t w i l l h o s t g u e r r i l l a P i z z a B a r s t h r o u g h o u t 11 h i g h t r a f f i c locations in our target cities on July 6th from 2-4pm. These will include:

T he launch of Don’t Call Us will direct consumers not to call in their orders. The Easy As Pizza Pie video contest will show consumers w h y. I n t h i s v i d e o c o n t e s t , p a r t i c i p a n t s w i l l p o s t a 15 - s e c o n d v i d e o r e s p o n d i n g t o t h e p r o m p t “ The Piz za Hut app is so easy to use, I can order pizza while _ _ _ _ _ _” on Instagram with the #E asyA sPiz zaPie hashtag and a @Piz zaHut tag. The contest will begin on July 20 th and end on July 30th, with the winner being announced on August 6th. One hundred winners will each r e c e i v e a $ 10 0 P i z z a H u t g i f t c a r d . O n e G r a n d Prize Winner will receive free pizza for a year (in t h e f o r m o f a $ 10 0 0 g i f t c a r d ) .

H o l l y w o o d B o u l e v a r d ( L o s A n g e l e s) T i m e s S q u a r e ( N e w Yo r k C i t y ) M i l l e n i u m P a r k (C h i c a g o) P i k e P l a c e M a r k e t ( S e a t t l e) U n i o n S q u a r e ( S a n F r a n c i s c o) South Beach Boardwalk (Miami) W e s t s i d e M a r k e t (C l e v e l a n d ) K l y d e W a r r e n P a r k ( D a l l a s) E p i c e n t e r (C h a r l o t t e) 16 t h S t r e e t ( D e n v e r ) Campus Mar tius Park (Detroit) T he Pizza Bars will include a wooden bar and signage announcing Appy Hour and its deals. The bar tenders will give out free piz za slices to anyone who posts on Facebook , Instagram, or Tw i t t e r w i t h t h e # A p p y H o u r h a s h t a g . P a s s e r s b y can choose from predetermined piz zas featuring the new flavors, which will be prepared in an on-site kitchen.

Media A P P Y H O U R ( J u l y 6 - D e c 3 1) : O n l i n e B i l l b o a r d s , I n - S t r e a m ( V i d e o /A u d i o) A d s , H o m e p a g e Ta k e o v e r s , F a c e b o o k A d s , “ I n s t a l l A p p ” Tw e e t , S p o n s o r e d Tw e e t , O n l i n e M o b i l e A d s , I n - A p p A d s P l a c e m e n t s : S p o t i f y, P a n d o r a , I G N , M S N , y a h o o , F l i p b o a r d , A n s w e r s , Tw i t t e r, F a c e b o o k , Yo u t u b e , H u l u , Tw i t t e r D O N T C A L L U S ! ( J u l y 2 - D e c 3 1) : I n - S t r e a m ( V i d e o /A u d i o) A d s , H o m e p a g e Ta k e o v e r, S k y s c r a p e r O n l i n e A d , S p o n s o r e d I n s t a g r a m P h o t o , O n l i n e M o b i l e , F a c e b o o k A d s P l a c e m e n t s : H u f f i n g t o n P o s t , Yo u t u b e , H u l u , R o l l i n g s t o n e , B l e a c h e r R e p o r t , I n s t a g r a m , A n s w e r s , Ya h o o

AUGUST

18 “Wi-Pie Hotspots”

“Buzzfeed Listicle”

In the spirit of engaging our audience and demonstrating the convenience of Piz za Hut ’s digital ordering process, we will make nondigital public areas digital with Wi-Pie Hotspots. T h e s e w i l l h a v e f r e e w i - f i ( b r a n d e d W i - P i e) , r e d seating, and a red payphone with “Don’t Call U s . T h e D e a l s A r e D i g i t a l .” i n s c r i b e d . T h i s r e d payphone also ser ves as a charging station. D u r i n g t h e m o n t h s o f A u g u s t , S e p t e m b e r, a n d O c t o b e r, t h e s e w i l l a p p e a r i n o u r t o p m a r k e t s a t bus stops, beaches, parks, and transit stations for a total of 4 0 hotspots. At the beach and park Wi- Pie Hotspots, c onsumers will also b e able to get piz za delivered directly to them, making P i z z a H u t m o r e a c c e s s i b l e t h a n e v e r.

Piz za Hut will sponsor a total of three listicles on Buzzfeed. One will launch on August, then a n o t h e r i n S e p t e m b e r, a n d f i n a l l y O c t o b e r.

“ Wi-Pie Hotspots” locations include: G r a n d C e n t r a l Te r m i n a l , N e w Yo r k , N Y C e n t e n n i a l C e n t e r P a r k , D e n v e r, C O K i n g S t r e e t S t a t i o n , S e a t t l e , WA Gar field Park, Los Angeles, CA South Beach, Miami Beach, FL

“ 9 T h i n g s Yo u D o W h i l e S t u c k i n a L o n g , B o r i n g Phone Conversation” T h e A u g u s t l i s t i c l e w i l l a d d r e s s t h e f u n n y, unconscious things people do while they ’re stuck on long and boring phone calls. E xamples include: • • • • •

“Roll your eyes ever y time the person goes on a tangent” “ S witch ears at least three times a minute” “ Wonder what people did before tex ting” “Google what people did before tex ting”

This will be a shareable post that ends with “Hang up on them and order a pizza online, of course!” promoting the use of the digital platforms.

“Megabite Promotion” To p r o m o t e t h e m a n y f l a v o r s o f P i z z a H u t , w e will of ficially rebrand Pizza Hut Personal Pan P i z z a ’ s a s M e g a b i t e s. W e f o u n d i n o u r r e s e a r c h that consumers would be more willing to tr y new f lavors if they didn’t have to commit to a full piz za. So for the month of August, Megabites will be discounted to $ 3 (from $6). T his of fer will be digitally-exclusive and allows the consumer to tr y one new topping, in addition to new crust and driz zle f lavors. Megabites messaging includes the tagline “Don’t Call Us. T h e F l a v o r o f D i g i t a l .” Recurring Appy Hour Frequent Pie’rs Media M E G A B I T E S : O n l i n e B i l l b o a r d A d , I n - S t r e a m ( V i d e o /A u d i o) A d , H o m e p a g e Ta k e o v e r, F a c e b o o k A d s , S k y s c r a p e r A d s , O n l i n e B a n n e r A d s P l a c e m e n t s : S p o t i f y, P a n d o r a , Yo u t u b e , F l i p b o a r d , I G N , B l e a c h e r R e p o r t , M S N , Ya h o o S p o r t s

SEPTEMBER

“ H u t H u t H u d d l e Ta i l g a t e To u r ” From September 5th to November 28 th, t wo Hut Hut Huddle busses will visit Division I college football g a m e s i n o u r t o p m a r k e t s , h i t t i n g o n e g a m e p e r w e e k e n d f o r a t o t a l o f 13 t a i l g a t e p a r t i e s , g a r n e r i n g o v e r 1 m i l l i o n i m p r e s s i o n s . B u s s e s c o m e c o m p l e t e w i t h a n i n t e r n a l k i t c h e n , b u i l t- i n i P a d s f o r o r d e r i n g p i z z a , a n d b e e r a n d P e p s i o n t a p . Ta i l g a t e r s w i l l h a v e t h e o p t i o n o f o r d e r i n g o n t h e i P a d s a n d r e c e i v i n g t h e i r piz za at the bus, or ordering on the Piz za Hut app to have food delivered to their trunk . Piz za Hut will navigate the event using GP S location markers placed throughout the tailgate area. During the game, P i z z a H u t w i l l s p o n s o r t h e h o m e s t u d e n t s e c t i o n a n d p r o v i d e f r e e M e g a b i t e s. The day before the game, one bus will arrive on campus with a street team to hand out piz za-shaped por table phone chargers , c alle d Chargeroni’s, as well as a digitally- exclusive game day promo code. T his w i l l p r o m o t e t h e n e x t d a y ’ s H u t H u t H u d d l e t a i l g a t e p a r t y.

The tailgate tour schedule is as follows: Week Week Week Week Week Week Week Week Week Week Week Week Week

1: U n i v e r s i t y o f V i r g i n i a @ U C L A - 9 / 5 2 : O r e g o n @ M i c h i g a n S t a t e - 9 / 12 3 : S t a n f o r d @ U S C - 9 / 19 4: USC @ A rizona S tate - 9/26 5 : A l a b a m a @ G e o r g i a - 10 / 3 6 : W i s c o n s i n @ N e b r a s k a - 10 / 10 7: M i c h i g a n S t a t e @ M i c h i g a n - 10 / 17 8 : F l o r i d a S t a t e @ G e o r g i a Te c h - 10 / 2 4 9 : A r i z o n a @ W a s h i n g t o n - 10 / 3 1 10 : V i r g i n i a @ M i a m i ( F L ) - 11/ 0 7 11: O r e g o n @ S t a n f o r d - 11/ 14 12 : M i c h i g a n S t a t e @ O h i o S t a t e - 11/ 2 1 13 : A l a b a m a @ A u b u r n - 11/ 2 8

Any messaging surrounding Hut Hut Huddle will s a y, “ D o n ’ t C a l l U s . T h e D e a l s A r e D i g i t a l .”

Recurring Appy Hour Frequent Pie’rs

OCTOBER

“Redbox Pizzabox ”

“Creepy Callers”

W ho do esn’ t enjoy a go od dinner and a movie? S t a r t i n g o n O c t o b e r 1s t , w e w i l l s h o w h o w convenient Piz za Hut is by installing Redbox kiosks inside restaurants. For the entire month, we will of fer the Redbox Pizzabox promotion, which adds a free, one -day Redbox DV D and a t wo -liter Pepsi to any current Dinner B ox. Customers will select their rental title on Piz za Hut ’s digital plat for ms. If they spe cif ically order through the Xbox , then the game rental is free, promoting the Xbox ordering app. This f r e e p r o m o t i o n w i l l r u n d u r i n g O c t o b e r, b u t t h e par tnership will continue af ter wards. Consumers will still be able to add a Redbox DV D or game to any purchase. This will be tested in our target cities for the duration of the campaign, a n d i f s u c c e s s f u l , w i l l r o l l o u t n a t i o n a l l y. T h e messaging surrounding Redbox Pizzabox will be t a g g e d , “ D o n ’ t C a l l U s . T h e D e a l s A r e D i g i t a l .”

S tar ting on October 25th, Piz za Hut will release a series of Halloween-themed shor t videos on social media including Instagram and Snapchat. W e w i l l s h a r e o n e v i d e o e a c h d a y, r e l e a s i n g the final video on Halloween. Each video will showcase a classic monster tr ying and ultimately failing to order piz za over the phone. October 25: Frankenstein tries to order piz za over the phone but is unable to because he speaks solely in growls and moans. October 26: Dracula has bad cell ser vice, but can’t leave his basement because the sun is out. O c t o b e r 2 7: A z o m b i e t r i e s t o o r d e r, b u t w h e n h e op ens his mou th to talk , his jaw falls of f. October 28: A witch is on the phone but can’t stop cackling, making the Piz za Hut employee on the other end so uncomfor table that he hangs up. October 29: A man star ts to order piz za over the phone but then the full moon comes out, turning him into a wolf. He’s a werewolf ! October 3 0: A ghost tries to order a piz za, but he can’t pick up the phone because he lacks a corporeal form. O c t o b e r 3 1: A l l t h e m o n s t e r s h a v e a p i z z a p a r t y. They all grab a slice of piz za from the box , except for the ghost whose hand passes right through it.

Recurring Appy Hour Frequent Pie’rs Media R E D B O X P I Z Z A B O X : H o m e p a g e Ta k e o v e r, M P U A d , I n - A p p A d s , I n - S t r e a m A d s ( V i d e o /A u d i o) , F a c e b o o k A d , S p o n s o r e d Tw e e t P l a c e m e n t s : S p o t i f y, P a n d o r a , R o t t e n To m a t o e s , I M D b , F l i p b o a r d , H u f f i n g t o n P o s t , R o l l i n g S t o n e , Ya h o o , Tw i t t e r

NOVEMBER

S t e a mV R P i z z a H u t A p p

“Dine in Line”

Piz za Hut will continue to be the brand of “ f irsts” by being the f irst to enable vir tual realit y piz za ordering. We will create an app for Va l v e ’ s n e w v i r t u a l r e a l i t y p l a t f o r m , S t e a mV R [ 13 ] , a l l o w i n g u s e r s t o i m m e r s e t h e m s e l v e s i n the pizza-making experience, from choosing crust t ype to placing toppings. The vir tual app will begin in a white space, where the user can choose the location, making it a customizable experience. Upon launch, this app will be a v a i l a b l e t o a n y o n e u s i n g S t e a mV R t h r o u g h t h e p l a t f o r m ’ s f l a g s h i p H T C V i v e h e a d s e t . To g a i n at tention on a national level, we will have talk show hosts Jimmy Fallon and S tephen Colber t order piz zas this way on their shows. We will share these videos through social media with the tagline, “ Why call pizza, when you can e x p e r i e n c e p i z z a? ”

As a guerrilla marketing stunt, in select malls in our target markets, we will bring Megabites to hungr y Black Friday shoppers waiting in line. This will promote our C yber Monday deal using the tagline “Don’t Call Us. The Deals Are D i g i t a l .”, w h i l e b u i l d i n g b r a n d l o y a l t y.

“Half the Price, Double the Rewards” To c a p i t a l i z e o n C y b e r M o n d a y, w e w i l l o f f e r customers a 5 0 % discount and double Frequent Pie’rs rewards points for all online orders. Our C yber Monday tag is “Don’t Call Us. The Deals A r e D i g i t a l .”

“Thanks for Not Calling Us” To t h a n k L o y a l i s t s f o r n o t c a l l i n g , P i z z a H u t w i l l d e t e r m i n e t h e t o p 10 d i g i t a l o r d e r e r s i n t h e n a t i o n a n d d e l i v e r f r e e p i z z a w i t h a S t e a mV R console and H TC V ive headset to their homes or work. These Loyalists will have the oppor tunit y to be the f irst to experience Piz za Hut ’s vir tual reality app. These surprise visits will be filmed on Thanksgiving Eve and shared through Pizza Hut ’s so cial media channels on T hanksgiving D a y, w h e n s o c i a l m e d i a u s a g e i s h i g h .

Recurring Appy Hour Frequent Pie’rs Media C Y B E R M O N D AY : O n l i n e B i l l b o a r d A d , I n - S t r e a m ( V i d e o /A u d i o) A d , H o m e p a g e Ta k e o v e r, F a c e b o o k A d s , “ I n s t a l l A p p ” Tw e e t , O n l i n e M o b i l e A d s , I n - A p p A d s , S p o n s o r e d Tw e e t P l a c e m e n t s : S p o t i f y, P a n d o r a , F l i p b o a r d , I G N , M S N , Ya h o o , A n s w e r s , F a c e b o o k , Tw i t t e r [ 13 ] P C W o r l d . c o m

DECEMBER

22 T h e Ta p s o f o u r C a m p a i g n

“ 12 D a y s o f F l a v o r ”

“ Ta p p y H o u r ”

Times Square Sponsorship

To p r o m o t e P i z z a H u t ’ s f l a v o r o p t i o n s , w e will of fer discounts on pizzas containing the signature f lavors. Each day will feature a dif ferent piz za which will be discounted 5 0 % and promoted prominently on the Piz za Hut website.

F r o m 11p m u n t i l m i d n i g h t o n N e w Ye a r s E v e , w e w i l l b e h o l d i n g a n h o u r- l o n g d i g i t a l p r o m o t i o n e n t i t l e d Ta p p y H o u r. F o r t h e h o u r, w e w i l l of fer customers a promo code for 5 0 % of f their next order if they post a selfie on social media with something red, using the hashtag # t a p p y h o u r N Y E . W e w i l l p r o m o t e Ta p p y H o u r during commercial breaks on the live NYE broadcast.

Pizza Hut will be an of ficial sponsor of Times S q u a r e ’ s N e w Ye a r ’ s E v e e v e n t , a l l o w i n g u s to end the campaign in front of millions of viewers around the globe. We will hand out free branded red hats and touchscreen- compatible red gloves, creating a sea of red while allowing par t ygoers to warm up and maintain the abilit y to use their phones throughout the event. This encourages digital usage, especially to easily capture memorable moments like the ball dropping. The tag of our sponsorship is “ D o n ’ t C a l l U s . G e t Ta p p y.”

D e c e m b e r 1s t : P r e t z e l P i g g y December 2nd: BBQ Bacon Cheeseburger December 3rd: Garden Par ty December 4th: Old Fashioned Meatbrawl D e cember 5th: C o ck-A-D o odle B acon December 6th: Giddy-Up BB Q Chicken December 7th: Buf falo S tate O f Mind December 8th: Cherr y Pepper Bombshell December 9th: 7 Alarm Fire D e c e m b e r 10 t h : S w e e t S r i r a c h a D y n a m i t e D e c e m b e r 11t h : H o t a n d Tw i s t e d D e c e m b e r 12 t h : C h o o s e Yo u r F l a v o r Throughout the promotion, the app and the website will have a unique splash page based o f f t h e p i z z a o f t h e d a y. O u r t a g f o r t h i s promotion is “Don’t Call Us. E xperience the F l a v o r o f D i g i t a l .”

Recurring Appy Hour Frequent Pie’rs Media 12 D AY S O F F L AV O R : O n l i n e B i l l b o a r d A d , I n - S t r e a m ( V i d e o /A u d i o) A d , F a c e b o o k A d s , O n l i n e M o b i l e A d s , I n - A p p A d s P l a c e m e n t s : S p o t i f y, P a n d o r a , F l i p b o a r d , I G N , M S N , Ya h o o , Yo u t u b e , F a c e b o o k , Ya h o o S p o r t s TA P P Y H O U R : O n l i n e B a n n e r A d s , F a c e b o o k A d s , S k y s c r a p e r A d s , O n l i n e B a n n e r A d s , S p o n s o r e d Tw e e t P l a c e m e n t s : F a c e b o o k , F l i p b o a r d , I G N , B l e a c h e r R e p o r t , M S N , Tw i t t e r, Ya h o o S p o r t s , H u l u , S p o t i f y, P a n d o r a

PR PITCH PLAN / SOCIAL MEDIA

23 L e t ’ s G e t T h e m Ta l k i n g Social Media Guidelines

Pitch Schedule

Piz za Hut ’s so cial media presence ne eds to shif t to focus more on creatively sharing promotions and deals, sharing videos more of ten, and responding to comments on the ordering process more frequently and in a more personal m a n n e r.

We will rigorously pitch all of our promotional activities to local and national news outlets to secure earned media hits.

The tone of all social media plat forms needs to be daring, simple, and tongue -in- cheek , while still being relevant and relatable. Creative ways Piz za Hut can engage with customers through social media include sharing fan-recommended flavor combinations, capitalizing on pop culture moments, sending piz za to top Instagram influencers, and ensuring posts are varied and the tone stays tongue -in- cheek , all while focusing on digital ordering.

EXECUTION

MEDIA OUTLET

MONTH

THE PITCH

Don’t Call Us

N e w Yo r k T i m e s L A Times Buzzfeed Huf f ington Post

July

“ Pizza Hut launches bold new campaign”

Appy Hour

Huf f ington Post NBC Slate

July

“ Pizza Hut takes new approach to Happy Hour”

Wi-Pie HotSpots

Buzzfeed Forbes Washington Post Billboard

August

“ Pizza Hut ‘ Wie-Pie’ takes digital to the next level”

Hut Hut Huddle

E S P N (O n l i n e & T V ) Bleacher Repor t College Publications Ya h o o S p o r t s

September

“ Pizza Hut adds flavor to college football tailgates”

Redbox Piz zabox

Huf f ington Post Enter tainment Weekly L A Times

October

“ Redbox Pizzabox delivers dinner and a movie”

S t e a mV R

Wired Magazine Game Informer Magazine PC World

November

“ Pizza Hut creates first vir tual reality pizza ordering app”

Times Square Sponsorship

N e w Yo r k T i m e s N e w Yo r k M a g a z i n e L A Times

December

“ Pizza Hut announced as official sponsor for New Ye a r ’ s E v e ”

MEDIA FLOWCHART

24 2015 WEEK OF (STARTING WEDNESDAYS)

SEPTEMBER

AUGUST

J U LY 23

OCTOBER 30

NOVEMBER 28

DECEMBER 2

COST

IMPRESSIONS

TRADITIONAL

$88,910,659.61

648,168,786

Television

$79,317,041

287,656,937

OOH

$5,173,831

140,511,849

Broadcast Radio

$4,419,787.61

220,000,000

DIGITAL

$26,290,000

1,386,853,657

In-Stream Ads

$6,300,000

330,806,451

Mobile and Web Ads

$8,700,000

906,250,000

Homepage Takeover

$4,500,000

17,647,058

Online Radio

$5,500,000

50,000,000