Columbia College Chicago First Place Regionals Winner

1. Team 118
O N E
M E E T I N G
P L E A S E
F R E S H
SPINACH
F R E S H
SPINACH
CHERRY PEPPER
BOMBSHELL
CREAMY
GARLIC
PARMESAN
PERUVIAN
C H E R RY
PEPPERS
CHERRY PEPPER
B O M B S H E L L
SKINNY
LUAU
T O A S T E D
ASIAGO
7-ALARM
FIRE
H O N E Y
SRIRACHA
P R E T Z E L
P I G GY
G A R D E N
PA R T Y
OLD FASHIONED
M E AT B R AW L
PREMIUM
CRUSHED
T O M AT O
SWEETSRIRACHA
DYNAMITE
BUFFALOSTATE
OFMIND
FIREYRED
PEPPER

3. TABLE OF CONTENTS
Research: 3 - 8
Strategy: 9 - 10
Creative Messaging
& Integration: 11 - 24
Media Plan: 25
Measurement
& Evaluation: 26-27
02
CAMPAIGN OBJECTIVES
(As stated by Pizza Hut in 2014)
◗ Position Pizza Hut as the top choice
for customers who order pizza
digitally
◗ Provide the greatest digital ordering
experience in the category
◗ Reach the target of 75% of all orders
done online/mobile by the end of
2015
The
H
a
lfw
ay
ThereAward
Executive Summary
Don’t take this
award lightlyMillennials have stirred up quite the
ruckus with high demand for a taste
revolution. Pizza Hut’s menu change
has satisfied the tongues of millennials
all over the country. Pizza Hut went
above and beyond with two billion new
flavor options. It is a movement for the
generation that requires more out of
everything in their lives; the minimum is
no longer enough. Now it’s time
for Pizza Hut to surpass experience
expectations—especially with
digital ordering.

4. The Brand is Changing
Social Media & Clever
Pop Culture Engagement
YouTube Stars &
Branded Entertainment
On November 19th
, 2014
Pizza Hut upended the pizza
game.1
Literally.
◗ Pizza Hut introduced a revolutionary menu
with two billion options, including
“Skinny Slice Pizza” and gluten-free crust2
◗ New logo and rebranding3
◗ Teaser and roll-out ad campaign
◗ New app, website, and social media
◗ New packaging, uniforms, etc.
◗ “The Flavor of Now” tagline
The Ads – Launch and Menu Campaign
◗ “Unboring” experiential teaser
◗ Italians who resist pizza menu changes
◗ Vine games and social media fun
Other Brand Innovations
◗ Movement to small retail footprint
–Delco & Express stores
◗ Book-It Program expanded for kids
and alumni4
◗ Visa Checkout – 15 seconds and done
Digital Results,Thus Far
Pizza Hut is gaining digital traction
◗ 15% increase in digital
orders, 2013 to 20145
◗ 47% digital orders as of
December 20146
03
1. Elliott, S. (2014, November 18). In Overhaul, Pizza Hut Tries Adventurous Menu Offerings and a Dash of Irreverence. Retrieved March 1, 2015, fromhttp://www.nytimes.com/2014/11/19/business/media/in-overhaul-
pizza-hut-tries-adventurous-menu-offerings-and-a-dash-of-irreverence.html?_r=0 2. Pizza Hut To Offer Totally Gluten-Free Pizza January 26. (2015, January 25). Retrieved March 2, 2015, from http://www.inquisitr.
com/1788170/pizza-hut-to-offer-totally-gluten-free-pizza-january-26th/ 3. Lanks, B. (2014, November 11). Pizza Hut Goes Flat With Redesigned Logo. Retrieved March 2, 2015, from http://www.bloomberg.com/bw/arti-
cles/2014-11-11/pizza-hut-goes-flat-with-redesigned-logo/ 4. Ledbetter, C. (2014, October 1). Pizza Hut Sparks Nostalgia Among Book Nerds By Bringing Back ‘BOOK IT!’ For Adults. Retrieved March 1, 2015, from http://
www.huffingtonpost.com/2014/10/01/pizza-hut-book-it-is-back-free-pizza_n_5906472.html 5. Yum! Brands, Inc. Annual Report. (2015, February 4) 6. Taylor, K. (2014, December 10). Half of Papa John’s Sales are Now
Digital But Other Pizza Makers Are Closing In. Retrieved March 1, 2015, from http://www.entrepreneur.com/article/240736

5. The Industry is Changing
04
The Little Guy Isn’t So Little7
:
Independents Dominate
Independents 41%
Other Chains 20%
Pizza Hut 15%
Domino’s 10%
Little Caesars 8%
Papa John’s 6%
U.S. Pizza Sales – $38.5 Billion
Big Chains Challenged–
“Millennial Dining Promiscuity & Fast Food Shame”
Americans are demanding more for their money, higher-quality fast food, and
greater variety than can be found at titans such as Burger King, KFC,
and McDonald’s. – Harry Balzer, Chief Food Analyst, NPD Group
Chipotlification and Pizza–
Customized and Artisan are In
Emerging pizza chains are positioned as better
food, the way you want it, fast.
Millennial Dining–
7-Eleven Style
57% of Millennials have purchased prepared foods from a C-Store.8
Digital Ordering Is Becoming A Necessity
Brands ranging from Starbucks to Taco Bell are utilizing the mobile
accessibility millennials crave.
FACT:
Digital Capabilities = Large Orders
30% higher than the Industry
average ticket10
Mobile & online orders are on average:
In 2014, Starbucks’ app. was the most successful U.S. mobile payment app.9
-- Business Insider, 10/17/14
7. CHD Expert and Technomics. (n.d.). Retrieved March 1, 2015, from http://www.chd-expert.com/restaurant-database 8. Horovitz, B. (2015, February 4). Millennials
crave convenience stores most of all. Retrieved March 1, 2015, from http://www.usatoday.com/story/money/2015/02/04/millennials-convenience-stores-fast-food-restau-
rants/22872685/ 9. Heggestuen, J. (2104, October 17). An Inside Look At The Starbucks App, The Most Successful Mobile Pay System In The US. Retrieved March 1, 2015,
from http://www.businessinsider.com/starbucks-mobile-payments-app-2014-9 10. 5 Surprising Consumer Food Trends For Restaurants. (2014, October 7). Retrieved March
1, 2015, from http://restaurantengine.com/5-surprising-consumer-food-trends-restaurants/

6. The Competition is Changing
For Millennials, fast casual
concepts MUST be considered.
Places like Chipotle are now their
go-to favorites.
Fast Casual
Competitor
◗ Oh Yes We
Did Campaign
◗ Pizza tracker and Dom13
◗ “MORE” campaign: more
than just pizza14
Domino’s
Papa John’s
Chipotle
◗ Better Ingredients
Better Pizza. Papa
John’s Campaign
◗ NFL sponsorship
◗ Peyton Manning,
“Pizza Maker & Play
Maker”15
◗ Digital ordering reward
program
◗ Food with Integrity Campaign
◗ “Farmed and Dangerous”
branded content - Hulu
◗ “The Scarecrow” branded
film - YouTube
◗ Interactive Game & Mobile
Coupon16
◗ Signature Event -
Cultivate Festival17
05
0
10%
20%
30%
40%
50%
50%
47%
40%
Number of Orders from Digital
Papa Johns
Pizza Hut
Dom
inos
Company 2013 US Sales
(Millions)
# total
stores
Pizza Hut $5,700 7,846
Domino’s $3,800 4,986
Papa John’s $2,495 3,207
Little Caesars $3,025 3,890
Pizza Hut is still the #1 U.S. Pizza Chain but
facing tough competition.
Data Analytics11
(December 2014)
Pizza Hut is NOT #1
in Digital Ordering
Pizza Hut
69
Domino’s
70
Papa
John’s
60
Little
Caesars
55
Panera
81
Chipotle
76 Blaze
63
Sentiment Score
11. The QSR 50 Pizza/Pasta Segment. (2014, August 1). Retrieved January 17, 2015, from http://www.qsrmagazine.com/reports/qsr50-2014-pizza-segment-breakdown 12. Half of
Papa John’s Sales are Now Digital a But Other Pizza Makers Are Closing In. (2014, December 10). Retrieved February 28, 2015, from http://www.entrepreneur.com/article/240736
13. Domino’s Tracker®. (n.d.). Retrieved February 27, 2015, from https://order.dominos.com/en/pages/tracker/#/track/order/ 14. Domino’s TV Commercial, ‘Name Change’ (n.d.).
Retrieved January 10, 2015, from http://www.ispot.tv/ad/7xnm/dominos-name-change 15. Rudy, M. (2014, September 4). Papa John’s Goes Social for NFL Kickoff. Retrieved
February 28, 2015, from http://www.adweek.com/news/advertising-branding/papa-john-s-goes-social-nfl-kickoff-159873 16. The Scarecrow. (n.d.). Retrieved February 28, 2015,
from http://www.scarecrowgame.com 17. Chipotle Cultivate Festival. (n.d.). Retrieved February 28, 2015, from http://chipotlecultivate.com
12
0
500
1000
1500
2000
2500
3000
3500
Pizza Hut
Blaze
Dom
ino’s
Chipotle
Panera
PapaJohn’s
LittleCaesars
3001
2384
2263
2095
1770
2263
566
FollowersperCompany
While Pizza Hut has the
largest overall following, when
you break it down to per store
following, competitors are
dangerously close.

7. The Consumer is Changing
53.6% underemployed 16.7% unemployed
36% depend on
parents for financial
assistance
14% still live with
parents
Millennial
Passions
The Necessities
TheTrends
Diversity
Passion
Freedom
of Choice
Discovery
Happiness
Others’
Opinions
They Drive the
Experience Economy
◗ 78% of Millennials would
rather spend money on an
experience than a thing
◗ 77% of Millennials say their
best memories come from
experiences20
◗ 69% of Millennials describe
self as adventurous21
Flavor or Bust
◗ Millennials are looking for bold,
spicy, adventurous flavors19
◗ 50% describe as foodies18
◗ 33% of consumers want to try
pizza with more interesting
toppings
Smartphones are
their Bestie22
◗ 88% check phone at the table
◗ 87% never let phone leave side
◗ 80% check phone 1st thing in a.m.
◗ 60% believe “everything will be
done on a mobile” in 5 years
Experience
Thrill
Seekers
Risk
adverse
stress
balls
C-Store
food buyers
Foodies
Digitally
connected
Alone
together
The Balancing
Act
Generation
Screwed23
80%
90%
93%
96%
88%
Toothbrush
Deodorant
Car
Internet
Phone
Millennials think their phone is more
important than their car, the internet,
deodorant and their toothbrush.24
06
An Edelman and 8095
survey showed that
millennials trust word
of mouth referrals
when making major
decisions.
Fam
ily
Friends
Search
Engine
Expert
W
ebsite
Cow
orker
77%
64%
21%
21%
20%
Millennials rely on
Word of Mouth
Source
%ofmillennialsthattrustsource
20
40
60
80
18. Lukovitz, K. (2013, August 8). BBDO Probes Millennials’ Dining-Out Habits. Retrieved March 9, 2015, from http://www.mediapost.com/publications/article/206386/bbdo-
probes-millennials-dining-out-habits.html 19. Han, C. (n.d.). Flavor Behavior | Flavor & The Menu. Retrieved March 9, 2015, from http://www.getflavor.com/flavor-behavior/ 20.
MILLENNIALS: Fueling The Experience Economy. 1st ed. Eventbrite, 2014. Web. 9 Mar. 2015, from http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_
PR_Final.pdf 21. Fromm, Jeff. American Millennials: Deciphering The Enigma Generation. 1st ed. Barkley, 2011. Web. 9 Mar. 2015, from http://blog-barkleyus-com.s3.amazonaws.
com/wp-content/uploads/2011/09/BarkleyMillennial-ResearchExecSummary.pdf 22. (2014, April ). The Smartphone Is The Millennials’ Bestie [Web Graphic]. Retrieved from http://
www.miteksystems.com/infographics/the-smartphone-is-the-millennials-bestie/ 23. Yen, H., Valdes, M., Loller, T., Silva, C., & Chereb, S. (2012, April 23). Half of recent college grads
underemployed or jobless, analysis says. Retrieved March 9, 2015, from http://www.cleveland.com/business/index.ssf/2012/04/half_of_recent_college_grads_u.html 24. Trends In
Consumer Mobility Report. 1st ed. Bank of America, 2014. Web. 9 Mar. 2015.

8. Digging into Change
Primary Research
Research
Objectives
◗ Understand pizza as a
lifestyle option
◗ Explore Pizza Hut
and competitors
◗ Investigate ordering
behavior, on and offline
◗ Consider trial motivators
QUANTITATIVE:
National Questionnaire
National Profile of the diverse Millennial pizza lover community.
1. 54% of respondents still called the store.
Only 7% use the app.
2. WEIRD FACT: Millennials who don’t order pizza digitally
are still highly active online.
3. Top 3 Priorities for trying a new app
“I would try an app if...
...I heard about it from friends.” 77%
...it entertained me.” 60%
...it helped save me money.” 49%
Projective Technique: “Pizza Love Letters”
Millennials wrote heart-felt, funny, and sometimes even sad pizza love notes.
QUALITATIVE:
Interviews & Small Focus Groups
A Mixed Methodology
If
you
were
a human,
I’d marry you
You are
Bae <3
I love you,
never
leave
me
With 3
young kids,
Pizza is
easy
Barriers: Data Phobias | Question Concerns | Financial Trust
“Don’t trust apps with credit card info.” Fernando, 23, Retail Manager
“I don’t trust I will get what I ordered.” Richard, 18, Photographer
“Apps take up unwanted space on my phone.” Tara, 29, Mother of 1
Strengths: Convenience | Speed | Accessibility | Fun
“The convenience and overwhelming joy I get from seeing my
virtual pizza being constructed.” - Christine, 21, College Student
“It is faster and more convenient, with less miscommunication.”
- Phil, 24, Safety Supervisor
“I can order pizza wherever I am.” Gary, 26, Construction Worker
How Millennials feel about Digital Pizza Ordering.
Ethnographies • Flash Survey • Digital User Research • Product Sampling •
Quantitative Survey • Projective Techniques Ordering Intercepts •
Digital & In-Person Focus Groups • Concept Testing
Thank
you
for always
being there
Pizza Togetherness Pizza Love Pizza Therapy
Thanks 4 feedin’
me during
nights of
studying
You’ve
never
disappointed
me
Total Millennial Res
earchSubjects
1,750
07

9. More Focus Groups • Flash Survey • Social Media Listening • Digital User Research • Buzzfeed Poll
QUANTITATIVE:
Flash Survey
We asked millennials about the Pizza Hut rebrand.
didn’t know about the new menu
three months after it launched.
Ordering Indecisions New FlavorsCraving
Ordering Indecisions
70%
Food Fit: Buzzfeed Poll
We created a quickie quiz on the millennial
favorite, BuzzFeed, asking nationwide:
“Which brand would you rather
be seen with?”
Big Winner: Chipotle 40%
Panera 27%
Chick-Fil-A 8%
Domino’s 4%
Pizza Hut was preferred by just 2%
(tied with McDonald’s and Wendy’s)
User Research
We guided millennials
through the rebranded
website & app, exploring the
digital ordering experience.
Positives: Ordering digitally was
simple, convenient, and easy to navigate.
Neutral to Negatives: Digital interface
was flat to boring in terms of “fun”
or “I would enjoy using and sharing this.”
08
QUALITATIVE:
Social Media Listening
Post-RebrandResearch After The Day Pizza Changed 11.19.14
We listened to pizza lovers on Twitter, and discovered
the top three Twitter post rebrand pizza trends.

10. Strategy & Account Planning
Complete the Pizza Hut
Transformation
Strengths:
◗ Largest global pizza
chain
◗ 2 billion flavor
combinations
◗ 7,355 franchisees
strong
◗ Digital ordering
growth
Weaknesses:
◗ Digital ordering vs.
competition
◗ Menu change
awareness levels
◗ Some local level
delivery issues
◗ Some local rebrand
& activation
inconsistencies
Opportunities:
◗ Exceed our
customers’
expectations
◗ Heighten rebrand
awareness
◗ Build brand
engagement
◗ Make Pizza Hut
digital ordering a
HABIT
Threats:
◗ Chipotlification
◗ Emerging
customized artisan
pizza competition
◗ Chain pizza
perception
◗ Phone order habit
and phobias/fears
Millennial Truths:
◗ Digitally obsessed, except for pizza
ordering
◗ HABIT drives order behavior
◗ Homogenized, cheap, quality issues
with national chains
◗ Foodie-ism is KING
Roadblocks to Digital Ordering
◗ Pizza Cognition
“The first pizza we experience...becomes
the standard by which we judge all future
pies.” – Sam Sifton, NY Times food critic, 2004.
◗ Pizza Tracker
“I will not change my behavior unless you
tell me why I should change.”
– Claire Knapp, Medium, 12/1/14
◗ Trust & Confidence Issues mean:
celebrate successes, share, highlight
VISA Checkout partnership for
credibility
◗ Reward Behavior Change
& Sharing mean:
entertainment and immediate
gratification (savings, give aways, etc.)
Tactical Considerations
SWOT
I want to share my
Pizza Hut love
Pizza Hut is my go - to
I will order Pizza Hut’s new menu digitally
I want to try ordering digitally
Pizza has changed and digital is amazing
I think I know Pizza Hut, they’re fine
Pizza Hut
Consumer Hierarchy
09

11. Strategy & Account Planning
Entertainer / Jester:
Fun Loving & Stress Busters
Explorer:
New Experience Cravers
Networker:
Social Butterfly, Community
Connector
Amazing customized food
+
Unbelievable pizza overdelivery
experiences
=
Pizza Hut Evangelists
Brand Archetypes
Brand Positioning Statement
Pizza Hut is the best choice for pizza-loving millennials because other pizza chains have limited options and
mundane digital ordering experiences. Pizza Hut overdelivers everything from flavors to digital ordering
capabilities for a truly engaging, shareable experience every time.
WE MUST RE-PROGRAM
MILLENNIALS.UNLEARN
HABITUAL BEHAVIOR.
CREATE CHANGE VIA
REWARDS.
10
Limited variety
and customization
Just
Food
Meaningful
Experiences
Variety and
Customization
Pizza Hut needs to show off its
new menu and digital ordering
experience through rewards
and user experience. This will
position Pizza Hut as the brand
that makes the experiences
millennials crave, possible.

12. Overdeliver 30 Second Anthem:
11
We’re not born
with the urge to
be boring.
We want loud and bold.
Pizza Hut is bringing you, The Flavor of Now.
Quite frankly, we
won’t settle for less.
We want more...
Out of our days,
our lives,
and our food.
We want to
#OVERDELIVER
every step of
the way.
We don’t crave normal.
As an ultimate call to action, and the backbone of
our campaign, this :30 spot provides the spirit for
the idea of #Overdeliver
You hunger for more than what pizza has done for you in
the past. Pizza Hut’s evolving with you,
for you. We’re rising to the occasion to go beyond and
We’re sparking the revolution to give you the most
options in the most exciting ways. We amp up
the flavor of your moments every day in
2 billion ways because we overdeliver.
deliverextraordinaryexperiences.
BRAND
Manifesto
MEDIA RECOMMENDATIONS: The anthem spot will be featured on top fall shows, morning talk
shows, and sport slots, such as the ones indicated
Drivet
oDigital
Drive To Digital: This icon
notes the direct push to
digital ordering

13. Image
based
user
interface
Points earned
for free pizza
1 click
ordering
Remembers
favorite order
Cash
earned
for Pizza
Hut swag
Cheeky
memes to
express
our tone
Brand
Manifesto
Acknowledges
time of day
1. 2. 3.
Own The Wait. Relax.
VIP access to your own lounge
wherever you are. Connect with friends
over Wi-Fi and Bluetooth to play games
music or send messages.
Better than a string quartet, the app
only plays what you want. Sync up your
phone with friends for a surround
sound effect.
Rewards Program
Eating pizza is hard work and you
should be rewarded for it with more
pizza! Earn 8 pizza pieces and receive a
coupon code for a free medium pizza.
GROUP ORDERING
MADE FUN + EASY
Set The Sound
HomepageAddFriends
12
Drivet
oDigital

14. Who Calls in for Pizza?
Curated for All
You’ll Pay Me Back Right?! And the Countdown Begins Stay Up to Date
#OVERDELIVER Delivery
Get Notified
Rate the Experience
Report a Problem
Brag About Your Pizza
While in landscape mode, keep a
constant view of who is in the group,
the group total, and your personal total.
Using the flavor intelligence tab, you will only be presented with
options that you and your party all agree on.
IOUs go right out the window! Your
total plus tip is now split evenly among
your group.
As soon as the order is placed you get
the countdown to greatness–
cheesy greatness.
We take delivery seriously. Even after
the pizza is dropped off we want our
customers to be completely satisfied. To
ensure this, we want feedback on our
services asap.
Take it one step further and
see the distance between you
and your saucy loved one.
How are we doing? Tip your delivery
driver and rate your order. If an order
receives a 1 or 2 rating, the customer
will receive an email asking for ways to
improve and a coupon to win them back.
Make it right. On social media as well as
an in-app comment section, customers
can voice their order satisfaction.
Dissatisfied customers will receive a
discount code, turning disgruntled
customers into fans.
Show your followers that you have
great taste. Quick links let you post your
thoughts and pictures on your favorite
social media sites.
When your driver is 5 miles
away, you will be able to track
your pizza in real time.
Bio on the Pizza Maker to
give a friendlier face on our
rock star employees
Live updates on your pizza
+ TIP
Ordering
13
9:23
Drivet
oDigital

15. Sharing More Than Food
Hold down the good content and
swipe towards your friends around
you to spread the fun. Sitting alone?
Just choose a social media site and
share with online friends
Play To Win
Get your game on. Play mini games
with your friends to earn points.
Or get competitive. Have last place
cover the tip.
Turn Up
The party is in your palm. Need music,
movies or just funny cat videos? We’ll help
you get the party started instantly.
Taste For Your Taste Buds
Based on how much info you
give The Hut, the page you see is
curated based on your taste and
what flavor of content you like.
What’s The Hut?
The Hut is the new place to be on
the Internet. Full of crowd sourced
content, The Hut is ever-changing
with the next coolest thing.
Let Us Match Your Vibe
Give The Hut a little
background info on who
you’re with and what the
mood is, and we’ll take care of
the rest!
Specific Memes for the Situation
Environment: Mood Lighting
Movie Suggestions
Burning Desire Playlist
R+B, Soul, Slow Jams
Find out if you’re right for each
other based off your pizza habits!
A B
14
TheHut
With the bae Date Night
Romantic
Scary Movie
Comfy PJs

16. Twitter Instagram Vine
FacebookSnapchat
Influencers will share how #Overdeliver
brings their circle together.
Push the overdeliver movement
further by showcasing the best
moments of overdelivery on
Facebook. Encourage users to
like, share, and engage.
The Flavor of Now will dominate the
Discover page of Pizza Hut featuring
tons of crowd-sourced, customized
pizzas. In addition, Snapchatters will
have tons of emojis to share with
friends. Lastly, Pizza Hut will allow
users to select, buy, and pay for
their pizza right through the app.
Pizza Hut’s #Overdeliver contest will
be launched featuring crowd-sourced
videos of #Overdeliver moments.
Winning videos will air in a Youtube
Commercial.
Own Mondays! Pizza Hut takes
the worst day of the week and
#Overdelivers happiness.
15
TimetoBreaktheInternet
Drivet
oDigital
Drivet
oDigital
Customized emojis for more
flavorful sharing fun.
The total is $22. Enjoy in 45
minutes :)

17. Web series
"Overdelivered" is a web series premiering exclusively
on Hulu. The viewer follows Pete the Pizza Hut driver
on his deliveries which are anything but ordinary.
BrandedContent
Ep. 01: Pete finds himself
delivering pizza to a log
cabin on the city’s edge.
A park ranger emerges
to pay for the meal and
invites Pete to a “pizza
party.” Pete declines.
Unfortunately, a flat tire
leaves Pete stranded at
this two person party.
Ep. 02: After his long
term girlfriend packs up
and leaves, Pete is too
focused on emotions
to worry about his
deliveries. But, when a
late night delivery order
is at the home of a
fortune teller, Pete is
more than happy to trade
the pie and find out what
happens next.
Ep. 03: Pete gets a pizza
stalker, a man that
loves pizza so much he
follows Pete around
to every delivery for
weeks. Pete tries to
help and gets the man
a job at Pizza Hut. Soon
Pete discovers that the
mystery man may be
more interested in Pete
than pizza.
“Gimme Pizza” is a live streamed show on
YouTube created by Pizza Hut and hosted by
Chris Pratt, one of the stars of the TV Show
Parks and Rec and The Lego Movie. The first pizza
interactive game show for the home audience to
gain #overdeliver points for free pizza.
16
The #Overdeliver Branded Documentary
chronicles various valiant stories of people
overdelivering in everyday life, from soldiers
coming home to kids mowing their neighbor’s
lawn.
Online Game Show
Documentary
MEDIA RECOMMENDATION: In order to take advantage of existing partnerships branded content will be
featured on Hulu, as well as Youtube.
Drivet
oDigital

18. #Overdeliver Native Ads
Pizza Hut themed content will appear on Facebook newsfeeds.
#Overdeliver Rich Media
This highly shareable and engarging rich media ad
includes “pizza math.” Viewers enter their age and
the algorithm calculates how old they would be if
they tried a new flavor everyday
VO: You are getting very sleepy. Your eyelids feel
heavy. When I count down from 5, you will fall into a
trance. 5-4-3-2-1. Pizza Hut has 2 billion flavors to
choose from. When I snap my fingers, you will wake up,
enter the promo code “hypnotize” for free breadsticks.
SFX: Fingers snapping
VO: Pizza Hut. #overdeliver
#Overdeliver Digital Radio Script #Overdeliver Pre-Roll
How do you #Overdeliver on Pre- roll? Give them
something worth watching for, like free pizza.
DigitalAdsandContent The consumer is hypnotized into wanting the flavor of now.
17
On camera talent:
Commercials that
don’t offer you free
pizza don’t deserve
to be watched. But
that’s exactly what
we’re doing. You get
free pizza.
College Group:
You. Get. Free.
Pizza.
Betty White:
YOUUUU. Get
freeeeeee pizza.
Family: YOU GET
FREE PIZZA! YOU GET
IT, GET IT?
Millennial
Backpackers: You
did your part and
sat through this,
so here ya go:
Hey Jessyou would be
3832 years old
before trying all
2,000,0000,000
flavors of now.
#overdeliver
MEDIA RECOMMENDATIONS: Rich media and preroll will appear on websites chosen from Nielsen’s top 100 sites for 18
- 34 year olds. Native advertising will catch millennials interest by going to where they are - Buzzfeed, Playbuzz, etc.
Digital radio ads will be placed on both Pandora and Spotify.
VO: Get your first
order free on the
Pizza Hut app
with promo code
OVERDELIVER
Drivet
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Overdelivery
Drivet
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19. OutofHome
18
#Overdeliver Traditional Billboard
The fridge is lame, we want to put your art on a big screen. Share your pizza online and you could
see it highlighted on a billboard near you. This crowd-sourced initiative celebrates local pizza lovers’
flavorful moments of overdelivery and supports the local Pizza Hut franchisees.
#Overdeliver Digital Billboard
Don’t just say #Overdeliver, see it. Visual moments
that #Overdeliver will cycle through on this digital
billboard. This is another terrific opportunity to
showcase local moments of overdelivery. These
#Overdeliver moments can be crowd-sourced locally
and selected by nearby franchisees.
MEDIA RECOMMENDATIONS: Billboards will be placed near franchisee locations.

20. #Overdeliver Pizza
Box Installations
Open the Pizza Hut app, hold it up to the
pizza hut box to unlock fun and endless
prizes from the brand.
InteractiveOutofHome
19
#Overdeliver Double Sided Mall Kiosk
Touch screen mall ads will lure shoppers with a sexy, inviting
voice (think Barry White) and allow shoppers to order digitally
on the other side and pick up at a nearby Pizza Hut.
Copy VO: Do you feel that? A little steamy. A
little saucy. A complete flavor party. All up in
your mouth. Oooh Sweet Honey Sriracha, some-
body’s not afraid to get steamy. Pretzel cheese
stuffed crust? Your taste buds are frea-kay.
With 2 billion combinations, overdelivering to
completely satisfy your taste Buds. Mmmmm only
at Pizza Hut, The Flavor of Now.
#Overdeliver Pizza Vending Machine
Pizza Hut overdelivers with flavor on the go. Choose Skinny or
Classic crust with all of the new toppings, including drizzles in less
than 3 minutes (thanks to infrared ray technology). Pizza vending
machines will be placed in high traffic areas. Overdelivering Pizza
Hut goodness everywhere.
Drivet
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#Overdeliver Interactive Transit Stop
Transit ads will run in urban cities
with extensive public transit.Installations will be placed in shopping malls with Pizza Hut Express stores.
Drivet
oDigital
Drivet
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This highly
shareable
interactive transit
stop not only
smells great (pizza
scented), it also
plays Spotfiy tunes
so good you just
might wait for the
next bus. These
transit stops are
also hot spots for
easy digital orders.
#OVERDELIVER
MEDIA RECOMMENDATIONS

21. Experiential
20
Type in “THELEAGUE” at
the end of your order
for exclusive deals and
a shot to win the Very
Real Fantasy Draft
Party Experience.
Cinema
Let the pizza be with you. Trucks outside of cinemas will be delivering pizza to the fans in line for the upcoming
blockbusters, (like the upcoming Star War film,) and taking photos of the best costumes in line. Once the theatre is
filled, our “ad” will appear, showcasing individual overdeliver moments of attendees in costumes, camping out, etc.
College Tailgating
and Music Festivals
#Overdeliver at the big music festivals (Lollapalooza,
Sunset, Summerfest) and Division I football games.
Trucks full of party supplies and pizzas will be outside
the stadiums for football games, as well as outside
music festivals full of games, free downloads, and
digital ordering incentives.
#Overdeliver
Fantasy
Football
MEDIA RECOMMENDATIONS: Event buses will visit places where crowds gather -the hottest movie premiers, colleges,
NCAA pregame tailgating, and much more. Other examples of “waiting overdeliver” moments will be at premieres for
Minons, Spectre 007, and Mocking Jay Part 2.
Timed perfectly with #Overdeliver, fantasy
football themed show The League will be
premiering their 7th and final season. So,
who better to have at a fantasy football
pizza party than the cast and plus a few
NFL stars?
Drivet
oDigital
Drivet
oDigital

22. In partnership with Chegg, coupons will
be included in every book shipment
between August and September for
the start of the new semester. A great
welcome for budget conscious college
students everywhere.
“That Is Not A Pizza” is a book/ebook released for free in late
August to help introduce the Book-It program. The book
teaches preschoolers to early grade schoolers acceptance of
physical differences through the Flavors of Now. A mini version
of “That Is Not A Pizza” will be shrinkwrapped with family pizza
orders in back to school days and provided free to all schools
participating in Scholoastic books.
Xbox
Bloggers & Vloggers
BOOK IT!
Chegg
Play hard, eat hard. When an Xbox player reaches enough
achievements from playing games they will be awarded with a
free pizza that they can then order straight from their Xbox.
Bloggers/Vloggers with audiences that reach millennials,
famillennials, and gamers will promote The Flavor of Now on
their respective platforms.
21
Partnerships
Drivet
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23. PizzaMomentofTruth
Digital car toppers placed on delivery cars that
will show new menu items and feature live
tweets from local consumers that #Overdeliver.
A great way to “drive” franchisee traffic.
Digital Car Topper
Pizza Hut’s boxes will overdeliver with a soccer
field game board, where famillennials and
millennial friends alike can play together. All you
need is straws! This will also be a showcase for the
enclosed shrinkwrapped mini “That is Not
a Pizza” booklet.
New Pizza Boxes
22

24. TheOverDeliveryProject
OurSignatureEvent
23
The Overdelivery Project
Pizza Hut will host their inaugural
signature event with an annual party
on November 19th to celebrate the
day pizza changed. By inviting only
the top pizza lovers found through
our app and all social media
channels, this place will be packed
with people who know pizza.
Overdelivering on flavor and
experience, there will be multiple
attractions including a breadstick
garden to relax and enjoy some
flavored pizza while listening to the
nearby live music.
#OverDeliver
#Overdelivery Stage with performances by top artists:
Bruno Mars, Hozier, and Maroon 5.
The pizza party bus will also be there providing air conditioning,
good music, and Xbox Ones to play.
For the more adventurous pizza lover craving hands-on
overdeliver craziness, go carts, and a sauce n’ slide will cure the
need for speed.
MEDIA RECOMMENDATIONS: This event will also be promoted digitally on Facebook, Twitter, and Instagram before, as it
happens, and after.
Drivet
oDigital
#Overdeliver VIP Franchisee Meeting
At the annual meeting, franchisees will be able
to take part in the activities featured at our Over
Delivery Project event. Giving the front-line store
owners a VIP preview of our national campaign.

25. 24
NewYear’sEve
To take the first full year of flavor out with a bang, we
are sponsoring New Year’s Eve with Carson Daly on NBC
Times Square and bringing the party. Giving out branded
swag including sunglasses, poppers, party hats, and
noisemakers. We will also be promoting the success of
#Overdelivery Project on multiple big screens surrounding
the area. And, of course, closing out the year (and our
campaign) with lots of Pizza Hut Flavor of Now slices.
Can’t make it
out to the Big
Apple? Order a
#overdeliver free
party box with your
pizza. Filled with
all of the same
branded swag
given out in New
York City.
MEDIA RECOMMENDATIONS: The iconic ball for the ball drop will be taken over. Also, digital billboards in Time’s Square will be bought.
Bonus
Round
Drivet
oDigital

26. MEDIA TIMING
Media Objectives
Media Target
Media Strategies
Key Media Touchpoints
Media Optimization
Media Buying Flexibility
SEO/SEM
Some of the highly competitive media elements will be locked and loaded
to ensure media placements and/or avoid inventory issues (e.g., digital
billboards, etc.). However, a portion of the buy will remain open and flexible
for local franchisee opportunities as they arise. Media professionals will
work with local franchisees to ensure media plans accommodate their most
critical needs.
◗ Overdeliver
◗ Flavor of Now
◗ Pizza Hut
◗ Crave
◗ NCAA
◗ Pizza Hut App
◗ Overdelivery Project
◗ Party Bus
◗ Pizza Vending machine
◗ The Hut
◗ Fantasy Football
◗ The League
◗ Mockingjay Premiere
◗ Star Wars Premiere
◗ Pizza Boxes
◗ Minions Premiere
◗ 007 Premiere
Our media budget also includes purchasing relevant, trending keywords for
SEO/SEM. Keyword buys will be flexible to reflect current trends. However
the following keywords will be included throughout the campaign:
The campaign will be monitored
closely daily throughout the campaign.
Digital and traditional buys will be
evaluated against market metrics to
optimize sales impact for
local franchisees.
Media vehicles are indicated within
this planbook on each page as the 360
campaign unfolds. Buys are designed
to reach our target at every key
touchpoint in their brand rediscovery.
18-34 pizza lovers. Especially men and “ famillennials.” Financially
stressed, busy, but fun loving and experience-craving sharers. People
seeking better pizza and better adventures worth their time, their
wallet, their Twitter, Facebook accounts and more.
◗ Crave timed buys to maximize media
aperture, being at the right place at
the right time
◗ High frequency to position Pizza Hut
as number one and top of mind
◗ Digital interactive campaign
components sought to increase
engagement and activation
◗ Media vehicles with high social
sharing selected to increase
digital advocacy
◗ Reach 75% of millennial
customers (18-34 year old)
◗ Generate 4 times viewing frequency
against 18 - 34 year old consumers
◗ Drive digital ordering by 18-34 year
old audience
MediaPlanning
JUL 2015 - DEC 2015
25

27. ActivityFlowchart
26
STRATEGIC
FOCUS
AWARNESS Tv & Pre-Roll
RadioDigital & Traditional
Digital & Traditional Billboard
Branded
Entertainment
Native Ads
Influencer Marketing
Web Site & App
Digital OOHDigital
Digital
Digital
Crowd sourced
Digital
Digital
Digital
Digital
Interactive
Rich Media
Social Media
Cinema Ads
Line Waiting
Experiential
Campus, Sports &
Fantasy Football
Experiential
Live & Digital Sharing
Live & Digital Sharing
Live & Digital Sharing
Festival Experiential
Vending Machine
Overdelivery Project
Point of Sale
Overdelivery
In Person & Digital
Chegg, Book-It,
Scholastic & XBox
Sponsorships/
Partnerships
The Movement is
Sharing
Branded
Documentary
Anthem Spot in Prime, Late Night, Sports & Daytime
Talk/Magazine Formats on Top Millennial Programming,
:15 Pre-Rolls on Millennial Favorites
Traditional & digital boards by franchisee
stores celebrating #overdeliver locally
Hulu “Delivery Man” Comedy Series * YouTube Game Show *
YouTube Overdelivery documentary
Targeted millennial sites where anticipate branded content
(e.g., Buzzfeed, Playbuzz.)
Blogger outreach via top millennial followed bloggers
& mommy bloggers
Group Games, Music, Social Sharing, Memes,
Movie Suggestions, Mood Lighting (including Disco Ball
Craziness, all from your phone or bigger screens)
Interactive Spectacular Transit * Interactive Mall Displays
* Place Based Augmented Reality Installations
(near Express & Delco stores)
Leading Millennial Lifestyle, Entertainment, Sports, Family
& Celebrity Sites
Crowd sourced premiere selfies on big screen for
major releases
Pizza Hut food bus & guerilla activities while waiting (e.g.,
major movie premieres, Black Friday sales, Xbox product
launch, and NEW YEAR’S EVE Times Square)
Campus visits, carnival-esque fun for Greek Rush, New
Students, Homecoming & Finals. Tailgating party bus at
NCAA games. Fantasy Football celebrity drop-ins
VIP #OverDeliver Pizza Hut Lounge at leading fests
(Lolla, Austin City Limits, etc.)
Pilot program at key “hungry” locations (student unions,
office buildings, etc.)
Signature annual event celebrating overdelivery moments
from Pizza Hut lovers. Features: Sauce & Slide, Breadstick
Forests, Go Karts & amazing Music.
In-box games, selfie props, immediate check in polls,
incentives to share/post
Exclusive “That Is Not A Pizza” book created & shared with
schools nationwide via Scholastic books & mini books
in orders Chegg book rental deliveries all get promotion.
Xbox continued partnership rewards high scoring players
across games with Pizza Hut.
Local digital billboards, social media, publicity, the branded
documentary and the Signature Event, “The Overdelivery
Project,”all celebrate Pizza Hut adoption and
advocacy, creating a personal overdelivery movement.
Facebook, Twitter, Vine, Instagram, & Snapchat celebrate
Pizza Hut and stress busting, Mondays and awesome
crowd-sourced moments of personal overdelivery
“Crave” drive times traditional radio & digital video
:15 fun. (Pandora, etc.)
INTERACTION
TRIAL
ADOPTION/
ADVOCACY
CONTACT
POINT
TACTICS JUL SEP OCT NOV DECAUG
Broadcast 40%
Digital 23%
Social 17%
Out of Home 7%
Sponsorships 5%
SEO/SEM 3%
Radio 3%
Cinema Pre-roll 1%
Branded Content 1%
Experiential $20,000,000
Traditional Broadcast $5,000,000
Traditional Billboard $4,000,000
Transit Shelters $3,500,000
Celebrity Contracts $3,000,000
Party Buses $3,000,000
Optimization and Emergencies $3,000,000
Vending Machine $2,000,000
Social Media and Event Managers $2,000,000
Branded Content $2,000,000
BOOK IT Sample Inserts $1,500,000
Game & Event Boxes $1,000,000
Pre-Roll $1,000,000
Blogging/Vlogging Sponsorships $500,000
Digital Mall Displays $400,000
Pizza Mall Installations $400,000
Total $52,300,000
Production Budget:
Another 52 million
will be reserved for
production costs
used to execute
ideas.
Media Budget:
We will be spending a total of
$150 million on a cross platform
media buy.
25. Nielsen, 2014. 26. Geskey, R. (2014). 2014
Thumbnail Media Planner: Advertising Rates & Data.
Rochester, MI: CreateSpace Independent Publishing
Platform. 27. Marshall, J. (2013, February 21). What
Online Ads Really Cost - Digiday. Retrieved March 4,
2015, from http://digiday.com/publishers/what-online-
ads-really-cost/ 28. Kantar, 2014

28. Measurements&Evaluation
Ongoing Quantitative Tracking
Qualitative and Post Purchase Quantitative Work - Stores & Millennials
Social Media Monitoring & Brand Engagement Metrics
Experiential Metrics
Digital Analytics/KPIs Potential PitfallsPotential Optimizations
◗ SEO/SEM keywords will be
monitored daily and altered to
fit current trends
◗ Partnerships may be added or
changed as new bloggers and
vloggers rise to popularity
◗ Sites chosen for rich media
and pre-roll will be also be
observed and tweaked to
accommodate shifting in
trends on and offline
◗ Media buys will also be
monitored for performance
and adjustments as needed
◗ TV show cancellations will be handled
by re-allocating budget dollars to
better performing programming
◗ Events may get canceled due to
weather or unforeseen problems.
Rescheduling or re-planning will occur
in this scenario.
◗ Vending machines may have
technical problems. Machines will be
monitored to make sure that they
are operational and being used.
Non-functioning machines will be
repaired, or moved to higher traffic
locations.
#Overdeliver experiential stunts and the signature Overdelivery Project event will be measured by far more than attendance
figures and entries to win. Social media mentions, game downloads, shares, likes as well as PR /publicity coverage will all
contribute to total impressions and accountability.
We will be measuring not just ROI, but ROE (Return On Engagement). Our social media community managers will be assessing
not only what is said, but when and how. Days of the week, topics, offers, activations, rewards invitations and more will
be assessed for engagement impact. Sentiment, retweets, shares, likes, views, and follows will all be included in the
measurements.
27
We will measure not only the traditional
CPCs, CTRs, etc. -- but also the length
of time spent and the outcome of the
time spent on the digital forums. Key
performance indicators will include:
◗ Length of stay on web and mobile
dashboard
◗ How often customers use the app for
ordering and interacting
◗ Number of orders phone versus digital
◗ Units per-transaction phone
versus digital
◗ Number of payment splits sent
through app
◗ Measure shares converted from the app
and comments sent from app through
activity
We will conduct millennial focus groups and interviews before and halfway through the campaign to measure
success of the new menu. The app or text message will prompt customers to submit a quick survey about their
experience an hour after the driver drops off the pizza, so the customer has time to gauge their experience
completely. The survey will offer a free order of breadsticks on their next purchase for completion.
Our benchmark quantitative Awareness-Attitudes-Usage study has already been fielded. Midpoint and post campaign
research phases will assess the impact of the re-brand communication, new menu, attitudinal shifts, purchase intent, and
competitive comparisons nationwide.

29. Rebecca Senft
Media Planner
Tracy Klag
Copywriter
Alex Kalb
Art Director
Janice Lim
Media Planner
Cheryl Faux
Account Planner
Leto Minowa
Copywriter
CJ Missar
Copywriter
Pilar McQuirter
Account
Management /
Digital Strategist
Karell Blancaflor
Art Director
Kate Fundarek
Account
Management
Connor Hudson
Copywriter
Luke Crawford
Account
Managment /
IMC
Megan Mak
Art Director
Siobhan Nelson
Account
Management
Corey Waldron
Art Director
Hilary Miling
Art Director
Garrett Black
Account Planner
Jeff Konkel
Art Director
Alya Connell
Account
Management
Thank you to everyone that have helped us overdeliver throughout our college careers!
Shanita Akintonde, Herbert Allen, Sandra Allen, Donna Lucas, Chris Huizenga, Alton Miller, Larry Minsky,
Rachel Ready and all the wonderful adjunct professors. Also, staff members: Craig Sigele and Julie Harris.
Dean Robin Bargar, Associate Dean Mirella Shannon, Associate Deans Charles Castle and Pattie Mackenzie.
Associate Chair, Communication & Media Innovation: Kevin Christophersen.
Communication & Media Innovation Chair: Len Strazewski.
Danny Bittman, Brad Martin, Carl Murray, Cassidy Johnson, McKenna Powell, Victoria Mathews, Ryan Wasney, Haley Benson,
Ella, Nicholas, Simon, Geoff & Andrea Caplea, Breanna Benedict, Jordan Dante Moore, Emily Bailey.
Peg Murphy, our
faculty advisor, thanks
for pushing us to
produce our
best work.