2. From first to the White House, to first to outer space, Pizza Hut has been shaped
by a philosophy of innovation and a history of firsts. In response to declining
sales, Pizza Hut has renewed this commitment to innovation by releasing unique
flavors and customization options under the “Flavor of Now” campaign. To
enhance this bold re-branding effort, we have developed a digital marketing
campaign that will complement it, increase digital sales, and reposition Pizza
Hut as first in the industry. Development of our digital solutions came from
meticulous primary and secondary research that led us to make three key
discoveries.
First, detailed competitive analysis revealed that the competitive landscape
was flat, with offerings in the categories of price, delivery time, and provided
toppings relatively the same. Differentiation was achieved primarily through
messaging focused on flavors, coupons and deals.
Second, despite its competitive positioning, Pizza Hut’s messaging was not
effectively differentiating itself. A majority of consumers interviewed and
surveyed saw the brand as “dated” and “stagnant.”
Finally, we recognized that although Pizza Hut was not the dominant pizza
delivery chain, its competitors were not much better off. Primary research
showed that consumers were not loyal to any specific brand. Rather, they stuck
with one brand out of convenience and habit, and were willing to switch if
incentivized.
Reconciling these findings, we realized that Pizza Hut needed to provide not
just a smooth digital ordering process, but a seamless experience that bridged
the physical and digital spaces in which consumers live, work and play. Drawing
inspiration from Pizza Hut’s philosophy of innovation, we will present this new
integrated digital experience in a campaign that demonstrates how Pizza Hut
is raising the bar of consumer service to new heights. Breaking through the din
of all-too-similar messaging in the pizza delivery chain industry, our campaign,
embodied by our commercial, will proclaim… Delivery? We call it Destiny.
1
7
13
19
24
26
Executive Summary
Creative Brief
Public Relations
Media
Evaluations
Sources

3. Strategic Roadmap
• Pizza Hut is seeing declining sales and market share.1
• Pizza Hut is not the top choice in brand attribute tests
when examining variety, affordability, and ordering
experience.
• Static Perception: Out-dated consumer perception
stunts digital sales.
• Inability to create digital experiences that cater to
consumer lifestyle and interests
• Contextual Convenience of mobile application
• Novel Variety of toppings
• Exciting Incentives for purchase
• Improve digital sales by providing features that cater
to consumer lifestyle and interests.
• Update perception by humanizing the brand
Weakness in
Brand
Found the
Problem
Identified
Consumer
Needs
Designed
Solution
2 Strategy
Surveys
Secondary
Sources
Franchise
Features
Participants
Focus Groups
UX/UI Tests
Interviews
These stickers will be attached to
sections in which the content is backed
up by the respective research method.
Research Stickers
INTERVIEWS SURVEY
FOCUS
GROUPS

4. The Takeaways
Market Landscape
3Strategy
INTERVIEWS
The top three competitors are fairly homogeneous relative to the rest of the industry, offering a similar product mix, at
comparable prices, with comparable services.
• Differentiation by brands is attained primarily through positioning and messaging. Domino’s modern and friendly positioning has resulted
in the best consumer perception. Before “The Flavor of Now” campaign, Pizza Hut’s positioning has been unclear and unrelatable to
consumers, resulting in overall low consumer perception.
AVG. PRICE
OF PIZZA
APP
ORDER TIME
AFFORDABILITYBRAND
BRAND
NEARBY STORE
LOCATION
VARIETY OF
TOPPINGS
DISCOUNTS
EASE OF
WEB ORDERING
EASE OF
APP ORDERING
# OF
LOCATIONS
VARIETY OF
TOPPINGS
AVG.
DISCOUNT*
WEBSITE
ORDER TIME
$10.99 7,3552
5,0673
2,5294
$6.99
$12.50
XX XXX XXX XX XX
XXXXX XXXXX XXXXX
XX XX
* X = 10%
XX
XXX
XXX
XXXX
XXXXXX
XX
XXXXX
XX
42 toppings 51% off 2.7 mins 2.5 mins
2 mins
2.3 mins
1.9 mins
2.9 mins
38% off
33% off
31 toppings
22 toppings
PERCEPTIONINDUSTRYTRUTHS

5. The Brand Lazy Personas
We found potential in 3 primary personas who have developed brand tunnel
vision: Social Sideliners, Community Gamers, and Young Mothers.
Social Sideliners
Social Sideliners characteristically consume a great deal of social media
content while producing next to none themselves. They’re less prone to
interacting with brands, let alone sharing news they come across. However,
they comprise the majority of Brand Lazies, and therefore demand an
effective campaign to have unique attention to messaging.
Community Gamer
Community Gamers operate across tight-knit, highly social, and influentiable
massive online communities, making them a difficult yet incredibly
opportunistic persona to target. Their passion for gaming and their extensive
use of the digital devices through which they participate makes them a captive
audience for the media avenues we tap into.
Young Mother
While mothers are typically known as Brand Loyalists, Young Mothers are an
entirely different story. They are matriarchs of “famillenials,” and millennials
themselves, so they are relatively new to motherhood and have not yet
cemented their loyalties. They’re still searching for the best brands for their
children, creating an opportunity for Pizza Hut to secure loyalty first.
Comprehensive analysis of consumers revealed that due
to competitors’ similarities, consumers have developed
not loyalty, but “tunnel vision” for specific brands.
Once they create a positive association with a brand,
they are inclined to become complacent, even when
another company holds an advantage in a category. We
termed these consumers “Brand Lazies.” This particular
consumer finds switching brands inconvenient, but are
likely to do so if given the right incentives.5
4Strategy
SURVEY
FOCUS
GROUPS
“Have no
preference for
one particular
pizza chain.”
“Have a favorite
pizza chain, but are
willing to switch.”

6. How to Reach
Papa John’s is my go-to since
they include the free garlic butter.
I trust Domino’s delivery more
because of their pizza tracker.
What Triggers Brand Lazies Want
In our primary research we noticed that participants often listed an initial
feature that lured them into a brand.
We call these features triggers.
TRIGGER - A service or feature provided by a brand that is unique
and grants distinction in an otherwise similar competitive landscape.
Pizza Hut Trigger Opportunities
Examples:Discovering Triggers
INTERVIEWS
Knowing now that these triggers really affect the decisions of
our consumer, a market research event was created to better
understand what appeals to customers when ordering pizza
digitally. 105 participants were asked to choose from a “pizza
buffet” of features they would prefer when ordering pizza online.
The top features chosen were:
• Pizza Delivery Tracker
• Novel Variety of Toppings
• Online Rewards Program
We dug deeper through extensive focus groups and found that the popular features represent underlying needs from our consumers. Pizza
Hut has the opportunity to employ Triggers that speak to core interests and needs of our Brand Lazy in the following categories.
“I like the idea of a pizza tracker because
I like to plan things on my own time… on
my own terms.” - Edgar, Brand Lazy
1) Contextual Convenience
“I would try at least a bite of all of these
toppings and drizzles from my friend’s
pizza!” - Christina, Brand Lazy
(From Flavor of Now interviews)
2) Novel Variety6
“I like [Bing’s and Coke’s rewards
program] more than Papa John’s
because they give me more than
just discounts.”
- Andrew, Brand Lazy
3) Exciting Incentives7
5Strategy
FOCUS
GROUPS

7. The Disconnect
The Tools Brand Positioning
PROBLEM
SOLUTION
Perception Problem
Campaign Strategy
There is a disconnect between what is
generally true about the industry and what
consumer perceptions are.
• Pizza Hut’s perception is static and
outdated. Areas where they excel are going
unnoticed.
• Prior to the Flavor of Now, Pizza Hut’s
most recent campaigns lacked convincing
Triggers which effectively differentiated them
from competitors.
In order to convince Brand Lazies to switch, and purchase online,
we will provide Triggers which speak to deeper consumer needs:
1. A new GPS delivery system will make digital ordering not just intuitive,
but adaptive.
2. Capitalizing on the “Flavor of Now” campaign with an emphasis on
novel variety and customization frames these changes in the bigger picture of
exceeding expectations.
3. A tiered loyalty program offering more than pizza recognizes consumers’
additional needs, and carves a niche for Pizza Hut within a larger ecosystem
of entertainment.
Pizza Hut will go above and beyond, defining a new
standard of customer attention, understanding, and
service -- something we call Ultraservice.
• Re-position Pizza Hut, again, as the brand that brings
innovation to the market through an overall enhanced
customer experience which bridges digital and physical points
of purchase.
• Make Pizza Hut more relatable by humanizing the brand
through increased interaction while showing a deeper
understanding of the consumers.
• The Flavor of Now has attempted to
update its brand image with a message of
modernity.
• Messaging Problem: Too much
emphasis has been put on modernity, and
has distracted from Triggers which the
campaign offers.
Flavor of Now
INTERVIEWS INTERVIEWS
6 Strategy

8. Opportunity
Our strategic solutions to increase Pizza Hut’s digital sales rely on establishing a meaningful
relationship with Brand Lazies and providing services that exceed expectations. These
solutions have led to the construction of a campaign that humanizes the brand and situates
Pizza Hut as an innovative industry leader once again. We are using this opportunity to
introduce Danny the Delivery Guy, willing to do whatever is necessary to deliver the goods.
His adventures in all of our creative ads will showcase the suite of Triggers that fall under
Pizza Hut’s Ultraservice.
Personality
Adding to Pizza Hut’s new brand personality under the “Flavor of Now,” our campaign
embraces themes of boldness, spontaneity, and wit that will resonate with the Brand Lazy
consumer base. This brand personality will form relationships with the consumer by creating
dynamic content that alludes to internet culture trends.
Reason to Believe
Our campaign highlights Pizza Hut’s unique compatibility with Brand Lazies, a consumer
base that values intuitive services. Each creative platform of the campaign will strike an
enduring chord with customers using outlandish humor that draws attention to our Triggers.
By unveiling flavor personalization, a drop-pin location service, and a rewards program
through a revamped mobile application and website, our vivid advertising will promote Pizza
Hut’s core tenet of Ultraservice.
7Creative

9. Contextual Convenience: The Mobile Application
Brand Lazies have extensive exposure to digital platforms; their experiences create an expectation and preference for simplistic user interfaces, which
Pizza Hut lacks. By constructing a more streamlined interface, we will be able to provide a more convenient and meaningful experience.
• Drop-down menus are hard to navigate
• Pizza creation process is confusing
• Impersonal/unpurposeful user profile
• GPS function is confusing and counterintuitive
Users’ Response to
Current Pizza Hut App • Streamlined and image-based Browsing
• Customer-Friendly Purchasing Process
• Pizza Recommendation and More
Personalization options
• Toppin’ Drop Pin
Proposed Solutions & Redesign
• The Toppin’ Drop-Pin offers consumers
the fastest way to input their delivery location
by using GPS technology to increase the
efficiency of the ordering process. This feature
increases the convenience of the mobile
application and differentiates the Pizza Hut
app.
Toppin’ Drop Pin
8Creative

10. COMMERCIAL
The commercial features our determined Danny the Delivery Guy and a mom ordering a pizza through the new Toppin’ Drop-Pin feature
for a birthday party at the park. Watch as Danny combats unexpected and increasingly bizarre obstacles as he attempts to deliver his pizza.
Concluding this episodic adventure will be the copy, “Delivery? We Call It Destiny.” These dramatizations will captivate potential consumers as
well as communicate Pizza Hut’s commitment to Ultraservice.
BILLBOARD AD
This billboard will highlight the utility of the
Toppin’ Drop-Pin as it can be used in a wide
variety of locations. The campaign will star
Danny as he gets into a close encounter of
the tasty fourth kind. Danny’s delivery route
to outer space will convey the idea that our
services will cater to you and that delicious
Pizza Hut is simply a tap away.
Contextual Convenience: Toppin’ Drop-Pin
9Creative

11. Contextual Convenience: Xbox Ordering
Novel Variety: Premium Toppings
TWITCH TV HOMEPAGE TAKEOVER
Featuring the existing commercial on the homepage, the Twitch campaign
will cater to gamers by incorporating gamer lingo and visuals in the
creation of a personalized experience. This platform will promote Pizza
Hut’s gaming and streaming ordering services (i.e., Xbox and Hulu),
emphasizing the brand’s commitment to Ultraservice through the
contextual convenience functionality, while using the game ad copy to
highlight the Novel Variety in toppings and flavors.
BUMPER
The bumper videos will serve as a thirty-second episodic series catering to the fast-paced web browsing tendencies of Gamers and Social Sideliners. The
series stars Danny the Delivery Guy following the Toppin’ Drop-Pin on new adventures. Each adventure features one of Pizza Hut’s five new toppings
and highlights Novel Variety & Customization, while his use of the Toppin’ Drop-Pin showcases Pizza Hut’s ease of delivery.
Creative10

12. DRIZZLE ENTHUSIASTS
Pizza Hut’s guerrilla marketing creates buzz-worthy engagement with
its customers by offering convenient and substantive services similar to
the Triggers featured in this campaign. We will distribute Pizza Hut
Drizzle umbrellas in cities such as Seattle and New York on a rainy
day. Displaying the phrase “Rain? We call it Drizzle.” the umbrellas
will highlight Pizza Hut’s Novel Variety by increasing awareness of its
expanded menu.
SPOTIFY
The ad opens with Danny the Delivery Guy seductively reading
ingredients while slow jazzy music plays. After several ingredients, it is
revealed that he is ordering using the phone app when he and another
character begin arguing about including spinach. The ad finishes with a
more upbeat version of the jazzy music played earlier and the announcer
saying “Pizza Hut’s got something for everyone. Even the spinach lovers.”
The radio advertisement specifically highlights the most popular
new ingredients outlined in Strategy’s research and celebrates the
customization and personalization features of Pizza Hut’s new menu.
INTERACTIVE TRANSIT AD
Displayed in select concentrated metropolitan areas, our interactive
transit ads will attract commuters with a visual call-to-action to
raise excitement over Pizza Hut’s novel variety. Users will have the
opportunity to decorate their ideal pizza with our assortment of
toppings and be featured on the platform for others to see. This will
be a fun way for our customers to interact with PH while receiving
exposure to Ultraservice.
Novel Variety: Premium Toppings and Sauce Drizzles
11Creative

13. Exciting Incentives: Pizza Hut Perks
SMS TEXTS
Users of the mobile app can subscribe to Danny,
Pizza Hut’s Texting Assistant, who offers personal
and engaging experiences as well as promotions
and rewards points for Pizza Hut Perks. This
platform generates positive brand awareness and
makes assistance convenient for Social Sideliners by
integrating Pizza Hut into their daily lives.
BUZZFEED
Capitalizing on Buzzfeed’s focus on shareable topics, we
plan on using this platform to strengthen Pizza Hut’s brand
awareness. Through creating Trigger-related content, we will
integrate Buzzfeed into the Pizza Hut Perks Program by offering
customers points if they share their quiz results and/or articles
on Facebook. This will incentivize Young Moms and Social
Sideliners to contribute to Pizza Hut’s online presence.
PIZZA HUT PERKS
The synthesis of a marketable and comprehensive rewards program will reward loyalty
with benefits beyond traditional coupons. Pizza Hut Perks ensures brand fidelity and
advocacy.
Tier System
The three-tiered rewards system incentivizes loyalty and makes meaningful strides
towards a strong relationship between Pizza Hut and its customers.
• Tier System
‫ڤ‬‫ڤ‬ 1 purchase = 6-8 points
‫ڤ‬‫ڤ‬ Social media interactions = 3-5 points
• Tier One: Deals and Add Ons to Pizza Purchases
• Tier Two: Prizes, Gift Cards and Sweepstakes
‫ڤ‬‫ڤ‬ After Approximately: 5 purchases and/or 50 points (over 2 months of loyalty)
• Tier Three: Automatically entered into Sweepstakes (w/o point deduction) and
Special Deals
‫ڤ‬‫ڤ‬ Example: Special Deal = Every holiday+birthday, you get a free pizza
‫ڤ‬‫ڤ‬ After Approximately: 12 purchases and/or 200 points (over 4 months of loyalty)
Creative12

14. The “Reclaim Campaign” will capture the hearts of Brand Lazies through
creative events and partnerships that build customer engagement and
showcase key Triggers.
Pizza Hut currently has minimal consumer interaction resulting in a
disconnect between Brand Lazies and the brand. A majority of Pizza
Hut’s social media content is limited to images of pizzas, which often
comes across as a sales pitch rather than a sincere attempt to build rapport.
Their lack of engaging content and effective communication has resulted
in a serious decline in sales.
Our objective is to engage Social Sideliners, Community Gamers, and
Young Mothers by catering events and social media content to suit their
interests. We will go the extra mile to provide an innovative experience.
Our PR campaign focuses on:
• Increasing online engagement by offering a variety in content:
promotion of events, snippets of event interaction, friendly competitions,
and event follow ups.
• Increasing personal engagement by innovation: interactive events that
reach out to customers and partnerships that are more relevant to target
demographics.
These initiatives will position Pizza Hut as the top choice for customers
digitally, enhance the digital ordering experience, and attain 75% of all
orders done online and through mobile devices.
13Public Relations

15. Social Media Strategy
PIZZA HUT’S CURRENT SOCIAL MEDIA
MARKETING STRATEGY:
Pizza Hut does not have a developed social media voice; most posts
are sales pitches rather than engagement efforts with consumers.
Examples
• Twitter: Compared to competitors, Pizza Hut does not have as
personable of an approach to customers. Pizza Hut’s tweets mainly
focus on advertising offers rather than interactive content to engage
customers.
• Facebook: Pizza Hut only uses Facebook to post photos although
Facebook offers them a variety of features: polls, albums, events.
• Instagram: Pizza Hut’s posts could use more variety to connect
with customers. Currently, a majority of Pizza Hut posts are just
photos of their pizzas.
• SnapChat: Although research indicates that 77% of college
students use SnapChat once everyday, Pizza Hut still does not have
a SnapChat account.
PIZZA HUT’S SOCIAL MEDIA
MARKETING STRATEGY DURING
CAMPAIGN:
Pizza Hut will produce posts that tailor more to consumer
interests--following trends, updating consumers on interactive
events, and responding to feedback.
Examples
• Twitter: Pizza Hut will increase interaction with customers by
posting interactive tweets multiple times a month.
• Facebook: Pizza Hut will utilize the features to connect with
users in interactive and innovative ways. An example would be
a poll question that asks “What’s your favorite Flavor of Now
pizza?”
• Instagram: Pizza Hut will feature consumer based images, which
will include behind-the-scenes shots, snippets from events and
feature Pizza Hut restaurants.
• SnapChat: Research shows that over 58% of college students
would be more prone to purchasing a brand’s product if they were
sent a coupon on SnapChat. Pizza Hut will connect with users by
sharing SnapChats of events, teasers, and coupons.
Public Relations14

16. Pizza Hut’s Pizza the World Tour
5
OBJECTIVE
“Pizza the World” Tour helps bolster Pizza Hut’s presence by increasing
interaction with Social Sideliners both online and offline. This campaign
showcases our willingness to go the extra mile to create strong, personal
connections with customers by providing customers the opportunity to choose
what they consume.
EXECUTION
The “Pizza the World” Tour trucks will travel to three cities per region. At each
stop, attendees will have the opportunity to taste five unique flavors from around
the world. After tasting, attendees can vote for their favorite slice by downloading
Pizza Hut’s mobile app or visiting the Pizza Hut Webpage. In honor of the Tour,
Pizza Hut will sell the winning pizza at participating locations until the end of
the campaign.
SOCIAL MEDIA OUTREACH
Each truck will document and provide live location updates on their
own Twitter accounts.
HOW THE VOTING WORKS:
Voting Period: July 16- September 1
People will be able to vote through the Pizza Hut website and mobile
app. The more votes a pizza gets, the bigger the slice will appear on
the screen. For each submission, people will receive a “Thank You”
email with a 10 percent off coupon for online ordering.
BANNER AD #1
The banner ad will generate curiosity and
excitement about the “Pizza the World” Tour. The
countdown clock will end when more details about
the event are revealed.
BANNER AD #2
Each miniature truck represents each regionn. The
“Region” buttons will redirect users to different
pages that provide more details on where and what
time people can find the trucks.
1515Public Relations

17. Reclaim Pizza Night
Public Relations16
PewDiePie:
With over 34 million
subscribers, gamer and
comedian PewDiePie
is the most subscribed
YouTube channel, with a
great influence over indie
game sales.
Anna Akana:
Comedian and actress
Anna Akana’s short films
and vlogs have earned her
over 100 million views.
Nigahiga:
Ryan Higa has
accumulated nearly 14
million subscribers for
his comedy videos; his
Youtube presence has
afforded him his own
self-named production
company.
Us the Duo:
2M+ Facebook fans and
900k Youtube subscribers
make youthful musical
couple Us the Duo a
popular hit for our event.
itsjudytime:
Mother and fashion/
beauty vlogger itsjudytime
has accumulated over 1M
subscribers in her short
time on YouTube.
OBJECTIVE
We aim to revamp classic pizza nights by organizing an
unforgettable improv comedy night featuring established
YouTube stars. Through this event, we will “reclaim pizza
night”, or transform traditional stay-at-home evenings with a
pizza box into exciting social events worth gathering together for.
EXECUTION
Established YouTube stars will be hired for a night of improv entertainment
aired through YouTube Livestream. Stars will perform live improv comedy
using prompts submitted up to a week before the event under the Twitter
hashtag #ReclaimPizzaNight. The prompts will switch every 15 minutes. The
duration of this event would be one and a half hours. Each YouTube star will
be assigned his or her own 20 percent off coupon code valid only during the
event; fans enter these codes into their online orders. One randomly selected
fan and the star who generates the most pizza orders under their code will win
free Pizza for Life.
After this event, we will keep our social media active by asking for reaction gifs
based on this event and featuring our favorites, so fans can keep interacting
with us.
1516

18. Pizza Hunt
“The Flavors of Now have gone missing!
Do you have what it takes to find them?”
OBJECTIVE
We proposed a scavenger hunt to increase awareness of Novel Variety
as seen in Pizza Hut’s new “Flavor of Now” menu. This event engages
Social Sideliners, Community Gamers, and Young Mothers by actively
and passively exposing them through application use and social media.
TEST RUN
To test the idea’s effectiveness, we hosted a scavenger hunt where
participants searched for Pizza Hut’s five new ingredients around our
campus. Social media platforms, including Facebook and Twitter,
offered hints to determine the location of the ingredients. The event
resulted in nearly 70 participants, of which only 4 percent were
familiar with Pizza Hut’s new ingredients. After completing the event,
over 67% participants were able to recall at least three ingredients,
making the event successful in bringing more engaged brand awareness
to Pizza Hut.
EXECUTION
Taking what we learned from our test run, we developed an improved
nationwide event called Pizza Hunt--an all-digital scavenger hunt within
Pizza Hut’s in-app map where participants are challenged to locate
ingredients and sauces specific to a pizza from the Flavors of Now. Each day
for three days, four pizzas will be available to complete; when those four are
completed, the participant will receive a 10% off pizza coupon. Location
hints will be released through Facebook, Twitter, and Instagram. The first
10,000 people to finish all pizzas will receive a $15 Pizza Hut gift card. In
addition, all who finish will qualify for a drawing in which five lucky winners
will receive pizza for life.
17Public Relations

19. Partnerships
COFFEE MEETS BAGEL
PIZZA HUT X THE GAME AWARDS
Pizza Hut will partner with Coffee Meets Bagel, a rising online dating application.
At 12 PM each day, Coffee Meets Bagel users are proposed a match, and then are
given the option to LIKE or PASS the individual. The proposed match expires
within 24 hours, and currently, users can revisit missed connections for a fee.
Pizza Hut will sponsor “The Eleventh Hour:” a chance to revisit missed
opportunities free of charge. In line with the rebranding of Pizza Hut, which
encourages customers to rediscover its pizza with bold new flavors, “The Eleventh
Hour” will allow Coffee Meets Bagel users to send a “PizzaBagel” invitation to past
missed connections. There are a variety of “PizzaBagels” with fun and creative
messages that can be sent to the missed match. When a PizzaBagel is accepted and
the location for the date is set, Pizza Hut will provide the couples with 50 percent
off online coupons. The lucky couples will be able to use the Toppin’ Drop Pin
feature to get their pizzas delivered at the time/location of their date, whether it is
at a beach or a hiking trail. 2,500 pairs of these lucky couples will be gifted one free
pizza from Pizza Hut.
Pizza Hut will team up with The Game Awards to build a stronger fanbase within the
gaming community. The Game Awards is a video game award show that reflects on
the past year’s game and gamer achievements to reward them with honorable titles.
The Game Awards was first held in 2014, but reached a variety of popular platforms
such as Nintendo, XBox, Playstation, Youtube, TwitchTV, and Steam. Capitalizing on
the strong social media presence that exists already, Pizza Hut will launch an online
competition that allows viewers to work as a team to gain more rewards. For every
150,000 tweets with the hashtags #HelpPHLoversWin and #TheGameAwards, the
coupons for online purchases will increase by 10 percent, with the maximum being 60
percent.
In partnership with Reddit prior to the Game Awards, Pizza Hut will engage with
Subreddit /r/gaming (which has over 7 million subscribers) in generating pre-event
hype. A month beforehand, Pizza Hut will ask users, “What would be your biggest
Game Awards dream come true?” and select the two most creative responses for an all-
expenses paid trip to the event.
HUT FAVORITE
Old fashioned meatbrawl
FIERY PEPPER RED
7-alarm fire
HONEY SRIRACHA
Sweet sriracha dynamite
GARLIC BUTTERY
BLEND
Veggie lover’s
TOASTED P/C/A
Cock-a-doodle bacon
SALTED PRETZEL
Hot & twisted
Public Relations16
1518

20. OBJECTIVE
• Reach 80% of our target population with
a frequency of 5 to create awareness of our
campaign
• Develop personal connections with
Social Sideliners, Community Gamers, and
Young Mothers through strategic media
choices
• Increase online sales to 75% by bridging
ad impressions and final purchases
STRATEGY
• Utilize both relevant conventional
and creative platforms to generate high
and consistent ad impressions from
Social Sideliners, Young Mothers, and
Community Gamers
• Focus on multi-device enabled platforms
that shorten the path from ad impression to
final purchase
• Form personal connections with
Social Sideliners, Young Mothers, and
Community Gamers through PR events
Contingency $5,000,000 Public Relations $3,997,800
Social Media $20,850,000
Digital Media $38,455,040
Out of Home Media $29,098,302
Salaries $958,472
Mobile App/Web Redesign $199,500
Guerilla Marketing $600,000
19Media
Budget
TOTAL: $99,159,114

21. Keeping in mind our objective of increasing online orders, digital ads
are the most direct way to increase traffic on the website or mobile
app. To reach our target demographic online, we focused on their
various digital habits. Highlights of our digital media plan are as
follows:
• Text Messages: The appeal of text messages lies in its convenience
and involvement in everyday life. A 98% open rate and 90% response
rate demonstrates strong feedback from all three of our personas.
• Buzzfeed: Buzzfeed’s ability to capture social trends within its
articles, as well as its pervasiveness throughout social media, gives this
platform extensive reach to the Millennial demographic. It uses an
entertaining form of advertising to influence Social Sideliners and
facilitate passive exposure.
• Twitch TV: Placement of digital ads via Twitch TV will effectively
reach the Community Gamers because of this platform’s large gamer
audience in which 58% of the 7.7 million total monthly users are
Millennials.
To supplement these highlighted digital platforms, the additional
digital platforms were chosen under similar considerations by catering
to our target demographic’s music-listening, video-watching, and web-
browsing lifestyle. Our intention is to integrate Pizza Hut’s presence
into their everyday lives.
Social media acts as a daily form of communication for Millennials
to connect and share ideas. The platforms in our campaign were
selected based on their high levels of engagement and target user base,
which can be used to increase brand exposure through word-of-mouth
advertising. Some highlights of our social media strategy include:
• Facebook: Facebook alone can reach 88% of Millennials overall, as
well as 96% of Young Mothers, by allowing an individual’s interaction
with a brand to be visible to everyone within his or her network. This
consistent passive exposure can prompt Social Sideliners, Young
Mothers, and Community Gamers to interact with the brand and lead
to increased sales.
• Snapchat: Likewise, Snapchat presents a more innovative approach
to sharing people’s day-to-day lives. Its ability to engage its users is
reflected in its 80% open rate. Snapchat appeals to Social Sideliners by
revealing advertising content that is both creative and concise.
To supplement these highlighted social media platforms, Instagram
and Twitter were also chosen. The use of our selected social
media platforms, which encompasses 20% of our total budget, can
consequently expand our reach by 5.6 billion impressions and act as a
more direct link to digital purchases.
$38,455,040
Impressions: 5,938,339,836
$20,850,000
Impressions: 5,285,825,292
Social MediaDigital Media
Media16
1520

22. $3,997,800
Impressions: 28,393,758
Public Relations
Our PR events put emphasis on giving Social Sideliners, Young Mothers, and Community
Gamers an experience of Ultraservice by appealing to them with Pizza Hut’s Novel Variety and
customization abilities. Each event will also offer incentives to increase the likelihood of participants
repurchasing from Pizza Hut, specifically through online or in-app ordering. The effects and
considerations of the incentives are:
• Online-only coupons will encourage digital sales, which contributes to the overall media objective.
• With just over 1.6% of our budget, we will garner more than 25 million impressions nationwide.
• We estimate close to $50 million worth of online sales over the course of the campaign that are
driven from PR events alone.
• In order to calculate the cost of one “Pizza for Life,” we used the retail price of a large Supreme
pizza from Pizza Hut and multiplied it by the number of days in 20 years, which adds up to nearly
$115,000 per “Pizza for Life.”
Los Angeles, CA
Las Vegas, NV
Seattle, WA
LAS VEGAS
MEMPHIS
ORLANDO
BOSTON
NEW YORKPHILADELPHIA
SAVANNAH
SEATTLE
CHICAGO
MINNEAPOLIS
INDIANAPOLIS
PHOENIX
AUSTIN
HOUSTON
LOS ANGELES
Houston, TX
Phoenix, AZ
Austin, TX
Chicago, IL
Minneapolis, MN
Indianapolis, IN
Memphis, TN
Orlando, FL
Savannah, GA
New York, NY
Philadelphia, PA
Boston, MA
21Media

23. Compared to traditional television and print
advertisements, outdoor advertisements are more efficient.
Americans spend more time outside than at home with
an average of 18.5 hour a week on the road. To increase
impact using this form of advertising, we focused on two
forms of outdoor media:
• Poster Billboards: Poster billboards will bring
our message to a local audience and impact our pizza
consumers beyond online means. Posters provide 4 times
more impressions per dollar than radio and magazines, 8
times more than TV, and 11 times more than newspapers.
Billboards will be placed strategically in our DMAs to
maximize exposure.
• Transit Advertisements: Interactive, digital
advertisements at bus shelters and train stations will be
placed in heavily concentrated and high-traffic areas as
a means of engaging people in their daily transportation
routines. The locations of these ads will conveniently
capture the attention of passers-by, thus promoting
immediate brand interaction.
The locations of our outdoor advertisements include cities
involved in the “Pizza The World Tour” as well as ten
additional metropolitan areas that have both an extensive
public transit system and a distinguished pizza culture.
This distribution will allow for the strategic promotion of
the “Pizza The World Tour” while advertising Pizza Hut’s
Ultraservice to our customer segments.
$29,098,302
Impressions: 7,162,177,110
Out of Home Media
Media16
1522
LAS VEGAS
MEMPHIS
ORLANDO
BOSTON
NEW YORKPHILADELPHIA
SAVANNAH
SEATTLE
CHICAGO
MINNEAPOLIS
INDIANAPOLIS
PHOENIX
AUSTIN
HOUSTON
LOS ANGELES
SAN DIEGO
SAN FRANCISCO
PORTLAND
SAN ANTONIO
KANSAS CITY
MILWAUKEE
NASHVILLE
JACKSONVILLE
PROVIDENCE
BALTIMORE
San Diego, CA
San Francisco, CA
Portland, OR
Los Angeles, CA
Las Vegas, NV
Seattle, WA
San Antonio, TX
Austin, TX
Houston, TX
Phoenix, AZ
Chicago, IL
Minneapolis, MN
Kansas City, MO
Indianapolis, IN
Milwaukee, WI
Savannah, GA
Nashville, TN
Memphis, TN
Orlando, FL
Jacksonville, FL
Providence, RI
New York, NY
Philadelphia, PA
Boston, MA
Baltimore, MD

24. 23Media
Posters - Truck Tour
Bus Shelters - Truck Tour
Posters - General
Bus Shelters - General
Spotify Audio Ads
Spotify Branded Playlist
Pandora
Youtube
Buzzfeed
Text Messages
Email
Hulu
Twitch.tv Video
Twitch.tv Takeover
Google Adwords
Facebook
Snapchat
Instagram
Twitter
Pizza Truck Tour
Reclaim Pizza Night
Pizza Hunt
Coffee Meets Bagel
Game Awards Sponsorship
Drizzle Protection
Digital Media
Social Media
Public Relations
Mobile App / Web Redesign
Guerilla Marketing
Out-of-Home Media
Salaries
Contingency Fee
Total
July 2015 Aug 2015 Sept 2015 Oct 2015 Nov 2015 Dec 2015 Impressions Cost
426,418,274
415,948,026
3,289,951,905
3,029,858,905
720,000,000
720,000,000
660,000,000
2,629,500,000
390,316,320
24,000,000
36,000,000
223,840,000
61,714,286
30,769,230
442,200,000
3,960,000,000
48,000,000
744,485,292
533,340,000
2,163,758
7,000,000
7,500,000
9,000,000
2,730,000
2,516,000
$1,575,343
$1,639,093
$11,729,380
$14,154,486
$10,800,000
$600,000
$6,600,000
$3,000,000
$600,000
$474,240
$180,000
$10,072,800
$2,160,000
$320,000
$3,648,000
$10,800,000
$1,200,000
$4,050,000
$4,800,000
$615,750
$326,300
$1,281,500
$840,000
$1,500,000
$600,000
$199,500
$958,472
$5,000,000
$99,724,86418,417,251,996Total:
Timeline

25. Media16
1524
Evaluations
GOAL
Reach 80% of our target population of Social Sideliners, Community
Gamers, and Young Mothers to create awareness of our Reclaim
Campaign, ultimately increasing online sales to 75% by bridging their
ad impressions and final purchases.
INPUTS OUTPUTS - MEDIA KIT OUTCOMES
Survey Responses Out-of-Home poster billboards and
transit shelter ads
Consumer awareness of campaign
Reach: 75,994,400
Frequency: 5
Gross Impressions: 18.42 billion
Increase in social media/PR engagements
Total Engagements: 371,794,111
Consumer engagement with website and app
Increase in app downloads: 4 million
Drive in digital sales
Online orders: $5.577 million
Digital Media
Social Media
Public Relations Events
Guerrilla Marketing Materials - Drizzle Protection
Interviews
Focus Groups
UX/UI Tests
Secondary Research
Sales Revenue
$2,007,688,202
- =Coupon Redemption
$30,426,849
TOTAL REVENUE
$1,977,261,353
Increase in Digital Sales: 43% 77%

26. 25Media
Methods of Evaluation
OUTLETS MODES OF EVALUATION
Social Media Engagement
• Use Hootsuite to assess interactions such as likes, retweets,
hashtags, click-throughs, shares, etc
• Redemption rate
• Number of sign-ups
• Turn-out rate for online and in-person events
• Report site analytics including page views, unique visitors, returning visitors, etc
• Number of new app downloads
• Inquire about consumer awareness and acceptance of campaign and to ensure
that Pizza Hut is their top choice
• Use BrandIndex to measure public perception of Pizza Hut
• Use Brand Lift to assess brand awareness and ad recall
Coupons
Pizza Hut Perks
Public Relations
Pizza Hut Website/Mobile App
Periodic Surveys
Additional tools

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