1. Dare 2 Explore
Team 139

2. Our
JOURNEY
TABLE OF CONTENTS
1
When we started out on our Pizza Hut journey we thought to ourselves, “Great brand, this should be fun”.Then we
realized that almost none of us had ever been in a Pizza Hut restaurant or ordered Pizza Hut”. How is this possible we
asked ourselves. The answer was simple…There were almost no restaurants inside the 5 boroughs of NYC.
So we started out on our journey to learn as much as we could about the category, the brand and the Millennial
consumer outside of NYC. We read,we analyzed,we visited the restaurants outside of NYC and we did the usual survey,
conducted personal interviews.Then we got the news…”Pizza Hut has revolutionized everything!
So, we absorbed all the new information but we still felt still something was missing. Then a couple of students with
friends outside of NewYork were starting to hear stories about their relationship with Pizza Hut. So we started a Blog
to get more insights.
Finally, the true spirit and essence of Pizza Hut emerged and we began integrating that into our campaign.As we got into
our target,we realized that to put all 18-34 year olds into one target demographic didn’t work. We finally realized it made
more sense to take a psychographic approach.
So we began to look at the new Pizza Hut campaign with a fresh point of view. Who is that new consumer? They are a
new generation who is more willing to try the countless possibilities that Pizza Hut offers. They are the“New Explorers”.
We believe that there is an explorer in all of them . Not all“explorers” are the same. And also within everybody’s hearts,
as we found out, there was a Pizza Hut brand with a wonderful and rich heritage filled with fond memories.
Our new campaign and slogan, Dare 2 Explore,
integrates these two concepts and extends Pizza
Hut’s new vision of offering a unique experience
unmatched by anyone.We want millennial
consumers to explore the new world of Pizza
Hut; explore the 2 billion different combinations
Pizza Hut offers.
The Millennial’s strong use of digital and social
media provides us with many excellent platforms
and challenge them to go out and explore, to
start their journey with Pizza Hut online and
mobile.
1 Campaign Objectives
2 What we learned
3 Target Market
4 Big Idea
5 The Campaign
a. Creative
B. Media
6 Evaluation
Increase awareness of the new and exciting Pizza Hut
Make them aware of the new menu with over 2 billion different combinations
Dare them to go out and try the new flavors
Achieve a significant increase in Millennials use of ordering online
Millennial Campaign Objectives
2
1
2
3
4

3. LEARNED
What we
Our Challenge for Information was simple:
So here’s what we did:
2
How and why consumers order Pizza?
What does Pizza Hut mean to consumers?
What consumers thought about the “New Pizza Hut”?
What our Millennials look for when ordering online?
How can we motivate them to order online or mobile
from Pizza Hut.
Read and read and analyzed
Conducted Survey (475 respondents)
Interviewed Pizza Hut users and non-users (130)
Visited restaurants and ordered from Pizza Hut and competitors
Conducted taste tests
Set up a Blog
Why people
eat pizza
Bring children to Hut
Out with family
Custom pizza sharing
when in relationships
Eats pizza as a reward
after exams
The American
experience
Quick and tasty
Tries new flavors
Celebration
Birthday
Munchies
Tries pizza by
themselves
Invite friend
Share experience
Visit site and signs up

4. 3
What Do People Think About Pizza Hut? / What we Learned
Pizza Hut seen as a reward
“When our son was little, he loved Pizza Hut and wanted
to have it at least once a week.We realized that it was
his favorite pizza and would reward him with a small pan
pizza whenever he did something good.”
Pizza Hut dine in brings
back good memories
“I like to stop at Pizza Hut while I’m on my way
to Atlantic City orVermont.They have the best
pepperoni pizza!”
“I remember fondly when our little league team
would all go to PH after the game to celebrate”
“You don’t go to Pizza Hut for an award winning
meal.You go for deals.“I need a fun and quick
place to take the soccer team to eat at and
Pizza Hut fits the bill.”
“Pizza Hut is a great place to take my kids
because they love the food and have lots of fun.”
“Growing up my family loved pizza. We ordered
Pizza Hut at least once a week.Although we
knew it’s unhealthy, it’s still hard to avoid.And
Pizza Hut offers so much variety that’s fun to
try.”
Digging Variety
“You get a little bit of everything for a good price.
They don’t just have pizza like Dominos.”
Love for Quick, Easy, Deals
“I remember my mom ordering pizza whenever
she’s too tired to make dinner. She looked for the
best deals and ordered a lot of food because she
had five kids and they all eat a lot. ”
—Sumodhya Mendis
Family Friendly Brand
“Pizza Hut’s prices are not too expensive. They
are somewhat in my budget.”
Moderately Price

5. What do they care about when ordering?
Still Satisfied with Current Menu & Pepperoni
Dine-In Pizza Hasn’t Died Out
Quality
Taste
Price & Coupons
Convenience
Delivery
Easy to use site
“When it comes to a plain pepperoni pizza on regular dough, no
one comes close to Pizza Hut.“
“The Pepperoni P’zone is from Heaven!”
“I always remember going to a Pizza Hut near my friends
house with his friends Dad after baseball practice. It was
a fun experience. We always played Pac Man while waiting for the pizza.”
“Pizza Hut reminds me of dine in with my father when I was growing up.”
“I remember enjoying the Pizzeria experience at Pizza Hut. Other chains such
as Domino’s, Marco’s, and Papa John’s, only offered delivery or carry out. Only
Pizza Hut had table service.”
What Matters Most When Ordering? / What we Learned
Pizza Hut, One Of Top Two
Brands
Pizza Hut
23%
Preference
23%
23%
34%
18%
2%

6. Spirit of PIzza Hut
BEHIND THE DOUGH
9
During our research, we wanted to understand not
only what drives people to purchase pizza, but what is
it about Pizza Hut that makes them special so people
come back.
To understand their essence, we read, analyzed, visited
their restaurants, ate a lot of pizza, conducted surveys
and interviewed
Fond Memories from Childhood
Its a Reward
Pizza Hut as Pioneer
We then discovered that PizzaHut users and past users shared one thing
in common: fond memories about what Pizza Hut means.We created a
blog for consumers to share their memories’ with us.
After reading their stories, we realized that pizza was not just a common
meal that consumers order because they’re hungry. Its an important part
of growing up. Consumers told us they were reminded of their childhood
just by the smell of Pizza Hut.
Let us share with you a letter from an “Older Millennial”.
Part of their fond memories was to go to Pizza Hut as a reward.
Whether for a good report card, after sports, dance recital or
whatever. Pizza Hut was always there to reward you
They went on to talk about all the new things they tried through
Pizza Hut. They credited Pizza Hut with introducing variety into
their lives. One women told us how much she respected and was
loyal to Pizza Hut for being as she put it “pioneers” in the pizza
industry. She said:
“I remember my soccer coach sometimes
bringing the team for a PizzaHut trip if we finished
with the best record that season. I always associate
Pizza Hut with being a reward. “
“As I got older I remember
Pizza Hut as the most artisan of all of
the choices in town. They introduced
more novel offerings such as chicken
wings, stuffed crust pizza and veggie
and meat lovers pizza. And they
pioneered the pan pizza crust!”
“I remember
enjoying Pizza Hut
Because they only offered
delivery or carry out
and table service. The
overall environment was
welcoming as you can sit
in big cozy booths, play
arcade games or check
out the jukebox while you
waited for your order.”

7. There Is An Explorer In All Of Us / Target Market
Now, we fully realize that the new re-launch of Pizza Hut was not all that revolutionary. It was merely a continuation of its heritage of fond
memories, rewards and being a pioneer. Its new 2 billion combination menu was once again identifying new trends and leading the industry.
So, how does this translate into the search for the most appropriate target among Millennials. Pizza is not defined by age, sex, or location.
After analyzing and growing up with pizza, we realized that traditional segmentation techniques will not work. Since many people love Pizza
and our the brand across the USA, it is absurd to identify a target consumer by demographics alone.
Instead, we segmented our target based upon a psychographic approach. We focused on a combination of lifestyle, personality, and attitudes.
We then took the Pioneer concept and approached segmentation from that point of view.
Non
Explorer
WannAbe
Explorer
True
Explorer
The
Explorer
Maturing
Experimental
Price
Sensitive
Socializing
“same old”
“give me more”
“I’ll try”
We looked to personality traits, and then ”curiosity” emerged. When first
start our life journeys, we are introduced to life’s basics and commonplace
experiences. But as we grow older, we no longer want to always stay in
our comfort zone. Instead, sometimes we search for the unconventional
& remarkable to rejuvenate our spirits. We want to share our stories, live,
and make new discoveries.
And so, our pioneers became “Explorers”. We then realized they could be
divided into different segments. Finally this lead us to three sub-segments:
“Non-Explorers”,“Wanabees Explorer” and “True Explorers” . The next
slides provide you with a more in-depth understanding of our “Explorer”.

8. TARGET
MARKET
Who is Tyler?
Tyler is 20 years old,
sophomore in University of
Illinois.Very active among
his friends but he does not
like to be the leader who
has to make important
decision that can affect
others. He considers himself
as fun but often hesitates
when he has to explore
the unexplored. His “Big”
Joe recently introduced to
pineapple pizza and now he
is HOOKED!
Why Tyler?
Born and raised with today’s
technology,Tyler is always
connected through mobile
phone, email, or game
console. he is always there.
Since he watched how
technology developed over
the course over last few
decades, he is know his way
around the new apps and
new innovations.
Where is Tyler?
Through mobile, and college
campuses.Transport hubs
such as bus terminals and
airports since he travels back
and forth from Kansas and
Illinois during breaks and
holidays.
How?
Through mobile
engagements, he wouldn’t
be the one who creates the
post related Pizza Hut but
he will be the one who
shares and likes the
post, broadening the
consumer reach.
When?
Anytime, everyday. He is
always there.
Meet Tyler wannabe Explorer
6
Featured in HS
yearbook as Fifth
funniest guy in school
500 friends in
facebook
2k followers in
Instagram
10 kudos in myspace
Picture and interview
featured in college
newspaper

9. Explorers
The pioneers are the people who make make their voice & thoughts known.They are the ones who start the trend;
who stand out in the crowd; the ones who can’t be ignored.
Meet Pat. He is the soul & essence of what Pizza Hut believes in.At first glance, Pat doesn’t seem very influential. But
Pat is someone people can’t imagine living without. He is the type of person who speaks his mind, in a respectable
manner, with great stories to share & most importantly, he is an inspiration to everyone around him. Pat is the person
students aspire to be like, while also finding the newest, coolest deals for the group.
Pat grew up in an age where news was exploding around him left & right.This is parallel to what we see today, with smart phones &
information being shared in just seconds. It’s fair to say, Pat was impacted by the news & events around him, similar to how anyone else would
be, but he’s also very different. Pat lived in a way where he kept tranquility with his friends & loved ones, while also voicing his opinions & not
letting the world define who is. He understands our key value: don’t be like everyone else.
Pat is our campaigner to drive WOM to his followers take his suggestions & messages to heart. Pat and others like him are always looking for
something to talk about, so let’s give them something to talk about.
Meet Pat
7
Pat’sTimeline
Sandra Day
O’Conner is the
woman in the
Supreme Court
First Windows
operationing system
is released
Barack Obama is
elected President
The release of the
N64
1981
1985 1996 2008 2011
2009 201420021989
The Fall of the
Berlin Wall Linkedin
Swine Flu
epidemic
Occupy
Wall
Street
Civil Rights
protest in DC

10. Non-Explorer
Dad & Mom are about 25 to 40 years old, the children are under the age
of 12.The Smiths are a relatively younger family.They live in a small town a
short drive away from a suburban city.
A typical middle-class family. Dad works a white–collar job in the city,
while mom takes care of the home & works part-time at the small town
boutique. Little Tom loves playing soccer and his Xbox at home, while Little
Sally goes dancing at the nearby ballet school.
They are digitally apt and are smartphone users, but use the TV more
than anything. Mom subscribers to Good Housekeeping Magazine, Recipe
Magazine while Dad watches the NBA.
Once in a while, they drive their SUV to a campsite for fishing and family
time, or go to the movies and the ice-cream shop nearby.
Meet The Smith
Why Them?
8
More than age and digital competency,The Smith’s habit-loving lifestyle
is what makes them part of our Non Explorer target market.They are
comfortable returning to what they know, and are less likely to take risks.
Non-Explorers hence tend to order the classic Pizza flavors like Pepperoni
and Cheese.They know it, they like it, and they are happy with it.Yet there
are times in their lives when they would like to try something new and
different as long as its not too far a stretch. That’s our challenge. We
believe that the combination of the new Pizza Hut 2 billion combination
menu and our innovative, humorous yet challenging Dare 2 Explore
campaign is what it takes to win them over.
MON - FRI SAT SUN
7AM 9AM9AM
8:30AM 12PM 12PM
2:30PM11AM - 4PM
5PM
7PM
7PM
Breakfast is ready Breakfast is ready Church
Dad drives children to
school before going to
work
Dad drives Little Tom
to soccer practice &
Little Sally to ballet
class
Lunch with family &
friends
Dinner with the family,
either at home, or at
the mall
Bible Study for the
children.
Dad & Mom goes
grocery shopping
Mom goes to work
at the neighborhood
boutique
Children & Mom get
home
Children & Mom get
home
Dad: I’m so tired from
work.
Mom: I had no time to
make dinner.
Children: PIZZA!
Dad: Get the usual...

11. CREATIVE “2 Billion Combinations
of Pizza ”
— David Gibbs CEO of Pizza Hut
So we wondered what our consumer thought...
So many to choose from, so little time! Society is now technologically
enhanced, multitasking and always rushing from errand to errand.With
so many choices, Pizza Hut ceases to be an easy, quick fix option! Con-
sumers either turn away from making a decision, or go with the default
classics.
Our Dare 2 Explore Campaign will encourage, making
Pizza Hut the one who revolutionized the Pizza of
Today
BIG IDEA
Dare 2 Explore
10
Non-Explorer
Wannabee
True Explorer
Using an array of out-of-home advertisements, radio, digital efforts and more, our Dare 2 Explore
campaign challenges consumers to try out new flavors and explore the unknown. However, we do
so with a humorous tone. Poking harmless fun at classic art pieces, for example, is one of our subtle
ways of erasing the limitations of the status quo without coming off too strongly.We want consumers
to open their eyes to the 2 billion combinations that Pizza Hut has to offer, but we do not want the
multitude of choices to deter them.And hence in our Dare 2 Explore campaign, humor is key. Laughter
is what will make the scary unknown a fun, challenging and limit-free experience for our consumers.
In our campaign, we also chose to work with Pixar’s hit movie “UP”. On top of the humorous tone
of the cartoon, the characters from the movie tie in perfectly with our target segmentation of Non-
Explorers,Wannabe Explorers and Explorers. Our goal is to nudge the pizza community forward, from
being a routine loving Non-Explorer, into someone who welcomes change, challenge and in Pizza Hut’s
case, an exciting variety of new flavors!
Millennials are faced with tons of choices today.They are at an age where the uncertainty of their
future may come off daunting.And Pizza Hut’s ideology of exploration does not only encourage the
discovery of new flavors, it instills an explorer mentality in them that goes beyond pizza and food.We
want to align ourselves with the growth of this precious new generation. Using social media contests
and rewards, we hold their hands through feelings of doubt and apprehension as they grow into young
adults.We want them to embrace life’s challenges and we want to be a part of it from the start.
Freedom of Choice is the heart & soul of what America is. However, with a multitude of choices comes
decisions, decisions, decisions! We Americans make constant decisions every single day, at every single
hour, that when it’s time to choose Pizza toppings we go with the default classics. It’s the easier choice!
Everyone knows it, and everyone loves it.Why bother considering the unknown?
Hence it is not about age, or gender, or location. It’s about the idea that Pizza is good just the way it
is, and it’s our job to break the limits of that image and change the status quo of what Pizza means!
And with that responsibility in mind, we decided to flank Pizza Hut’s new approach with an equally
adventurous campaign. One that challenges America to take a step toward the unknown, unheard of
flavors.

12. Advertising Campaign Storyboard / Creative
11
The scene starts out with the 3 characters in the living
room looking at their adventure book. Russell (briefly)
reflects on their past adventures and as it flips open we
see documentation of their pizza exploration
Dug: Wharf Wharf. Can I try it please? [Dug tries the pizza]
Carl: Groans
Carl: [Reluctantly] Fine! Just one time…
Okay! It’s not toooo bad [Carl clearly likes the new flavor]
Carl: That was a great adventure. Now it’s time to start yours!
[To the viewers]
VO: Pizza Hut. Dare2Explore.
The adventure book flips through a series of Polaroid photos
documenting the three characters’ pizza adventures
VO: After his first bite into the new flavors, Carl joins Dug and
Russell, exploring Pizza Hut’s two billion flavors.
Scene takes us back to the start of their adventure. Knock on
door.Appears Russell with a pizza in hand.
Russell: Carl! Pizza Hut has a new Sriracha Parmesan Buffalo
chicken Pizza!
Carl: [Grunts] No! Only Pepperoni pizza for me.
Russell: Come on, try it please, please, pleaseeeeee?!
Dug: [Sniff Sniff] Sriracha? [Confused tone]
Continuing our explorer approach, we developed a humorous, tounge and cheek creative campaign based on Pixar’s Up movie and its three characters. From his adventures with Ellie to his
unexpected journey to South America with Russell and Dug, we witnessed Carl open up and rekindle his sense of adventure and exploration. Once again, we document Carl’s exploration
with Pizza Hut’s 2 billion combinations as he goes from being a non-explorer to a wannabe and, finally, a true explorer.
The TV Ad, will be aired nationally, targeting all of our target segments: Explorers,Wannabe Explorers, and Non-Explorers. Our three characters perfectly represent our three distinctive
segments. Russell represents the True Explorers; Dug, the Wannabe Explorer; and Carl, of course, the Non-Explorer. The story line of the commericial perfectly portrays the exciting
journey of Wannabes, Non-Explorers as they transfom out of their comfort zone into True Explorers.
UP Commerical

13. Blake Shelton: TheVoice auditions are coming to Kansas City on June 3, 2015. Be ready to sing and explore your journey.
Christina Aguilera: Join us at Arrowhead Stadium with Pizza Hut’s Explorer Bus and explore the opportunities ahead of you!
Blake Shelton: Make sure to create your very own Pizza Hut Combination, the one that represents you and Kansas City.
Christina Aguiera: Don’t forget to add #ExploreKansasCity with your submission and be ready to try the winning Kansas City Pizza on June 3rd.
Voice Over: This ad is sponsored by Pizza Hut.The contest is only available in Kansas City area. Contest ends June 2, 2015).
Blake Shelton & Christina Aguilera: Don’t be scared and Dare to Explore!
Local Radio Ad ScriptThe Voice/Explorer Bus Radio Ad
Radio is an excellent way to reach the Millennials who are always on the go. So whether
its college radio or broadcast, we can extend our Dare 2 Explore campaign in two ways;
To create an emotional bond with the target through a humorous approach
utilizing our three characters to challenge them to explore with Pizza Hut
To support our local promotional activity and once again challenge them to sign
up and participate in our multi-media promotions
Radio / Creative

14. Out of Home + Magazine Advertising / Creative
Make fun of classics
Another opportunity to reach our Millennials on the go whether to school, work or play. These large posters or electronic display billboards will be
placed in highways and in-city locations with the most traffic.They will also appear in magazines that target them like Rolling Stone.
It will basically incorporate Pizza Hut’s new pizza flavors on famous classic paintings. It will convey an idea about challenging people to try our new
flavors. It will also function as a fun way to grab people’s attention, create buzz and even stop the traffic.
16

15. In order to create more exposure for the new creative campaign,“There is an Explorer in All of
Us”, Pizza Hut will launch a social media contest by incorporating the hashtag, #Dare2Explore.The
winner of this challenge will have their pizza established as one of Pizza Hut’s signature pizza and a
prize money of $10,000 for their next adventure around the world.
Areyouaworldexplorer?
World Explorer Instagram and Twitter
Contest / Creative
1. Contestants will take a picture of the authentic
pizza at the city they are currently visiting.
2. Then, the picture will be uploaded on to either
Instagram with the hashtag, #Dare2Explore in the
caption.
3. Pizza Hut will view all of the submission and
select the top three finalists from either Instagram.
The Pizza Hut judges will pick submissions by how
different and worldly the pizzas are in the posts.
4. The three submissions will be in the final stage
of the contest.Where Pizza Hut will advertise
the contestant’s posts onto multiple social media
platforms. Pizza Hut’s fans will be the key judges to
pick out their favorite submission.
5. The grand winner will have their pizza
submission included as one of Pizza Hut’s signature
pizzas and a grand prize of $10,000 for their next
adventure!
Japanese Pizza: okonomiyaki, japanese style/
version, shredded cabbage and a pancake like
batter, with whatever kind of toppings that the
consumers prefer.
Italian Pizza: pizza bianca, also known as
white pizza, drizzle of olive oil on fluffy pizza
dough, topped with rosemary
French Pizza: Pissaladière, from southern
france, classic ingredients are: olives, onion,
garlic and anchovy 12
#Dare2Explore

16. “Dare 2 Explore” Crazy Pics Social Media Challenge / Creative
This is an important part of our campaign to challenge our “Explorers” to go on our new 2 billion combination menu and
explore new ways to eat pizza . Then we get them to buzz their friends via social media like Facebook,Twitter and Instagram
and challenge to come up with a better pizza combination that idea.
Order from Pizzahut
Get your pizza, and explore a new way to eat a pizza.
(e.g. Eating pizza when doing a yoga pose, etc.)
Post a pic or a video in your social media, then @your
friends to challenge them to explore a new way
Process: 3 Key Objective:
It matches Pizza’s essence:
2
3
1
Promote PizzaHut in social media
Generate buzz about craziness (among young customers)
Generate PizzaHut’s sales!!
A pizza is something that you can invite and share with your friends to
eat together!
Real explorer dare to explore not just new flavors, and even new ways
to enjoy the pizza.

17. UP Tie-In and Merchandising / Creative
MerchandisingPizza Hut will launch an all new toys line by collaborating with Pixar, using their movie
characters from “Up.” There will be figurines of Russell, Dug and Carl.When families play
and win the games printed on the pizza box, they are able to win a toy of their choices.
By collaboring with Pixar,“Up”, Pizza Hut ill bbe able to draw in sales from the “classic”
non-explorer segementation and have them try out some of Pizza Hut’s new flavors.
True Explorer Up 2 Event
wannabe
non-explorer
Russell represents the explorer
segementation because he is open
minded and up for anything.
Dug represents the striver
sementation because he follows
along with everyone else’s plans.
Carl represents the classic
segmentation because he iis not
open to trying out new things.
13
Pixar is currently preparing a sequel to its successful Up
movie.This would be a great opportunity for Pizza Hut’s
Dare2Expore campaign to gain more exposure.
During the screening, Pizza Hut should offer a few of Pizza
Hut’s new signature pizzas from their #Dare2Explore
Instagram contest.This is a great way to show the great
outcome of the contest by showcasing the delicious worldly
pizzas.

18. There’s an explorer in all of us.The “Dare2Explore” campaign
is all about trying new things and discovering that explorer
in all of us. Pizza Hut recognizes that every one of their
users explore in more ways than just one. Everyday there are
explorers of technology, life and beyond.
The point of this campaign is to foster, enhance or further
an emotional connection with Pizza Hut and its consumers.
Pizza Hut was there as
a nostalgic memory of
rewards and excitement.
What if Pizza Hut could
provide that in a different
way by sponsoring
someone’s journey? The
“StartYour Explorer
Journey” social contest
offers the opportunity
to Pizza Hut customers
to be sponsored to take
a journey of their own
through life and win a cash
prize to start that journey.
Then the top 5 journeys will be
chosen.These 5 explorers will not
only receive money to go on their
very own journey but also their
winning pizza combination will be
featured in the “new recipes tab”
in the create your own pizza page
and be named by them.These 5
explorers will also be featured in
Pizza Hut’s social media so people
can watch their journeys and be
featured in Pizza Hut’s ads for a
limited time.
How do you enter?Pizza Hut customers will
make a 30-60 second video
detailing who they are, what
Pizza Hut has meant to
them on their journey so far,
and what journey they want
Pizza Hut to sponsor.
They will then create
a personalized pizza
combination from the
2 billion combinations
offered at Pizza Hut to best
represent themselves or
their journey.
Pizza Hut will then choose the 25
people to become semi-finalists.
Each semifinalist will be featured
on the microsite as well as all of
Pizza Hut’s social media accounts
on Facebook,Youtube,Twitter, and
Instagram. Friends, family, and general
public can then choose to vote for
the journey they want to see come
to life.The microsite will also have
an option to share their journey
videos through their own social
media platforms to help them win.
1 2 3 4
StartYour Explorer Journey / Creative
14

19. Explorer Bus On-the-Road Experience / Creative
15
Explorer Bus
How it Works
Throughout the Dare2Explore campaign, Pizza Hut will have its
exclusive on-the-road experience,The Explorer Bus.The bus will
go to selected small cities and towns all across the country.The bus
has a kitchen with built in mobile hot-spot and a pop out seating
area so they can try out selected flavors.We will create an all day
event fun games and activities like our “Flavor ofYour Wheel” and
“Flavor ofYour Sign” promotional concepts.The bus will also be
partnered with “theVoice” TV auditions and parked outside their
audition venues to further attract the 18-34 Millennials.
The promotion in each city would be preceded by a contest that encourages
the Millennials to submit their idea for the pizza that best represents your
town.
We would advertise via radio and outdoor billboards to encourage them to
submit their best Pizza ideas and use the hashtag (i.e. # ExploreWichita)
The top 3 combinations will then be served that day so that all customers
will receive a slice of one of the 3.
Each customer that gets a pizza from the bus gets a code.This code is
used for a later day to buy Pizza Hut online and get a discount on a large 2
topping pizza.
This code would also be used as a “raffle ticket”. 2 winners will be chosen
randomly.They will receive 2 tickets and an all expense paid trip to go see
TheVoice Finale and see the finishing of a journey of all the contestants.
1
2
3
4
5

20. Pizza Hut Digital Kiosk / Creative
The Pizza Hut Digital Kiosk will be a revolutionary concept
that captures consumers attention toward having a
unforgettable experience with Pizza Hut.This concept will be
focused on creating the endless combinations of pizza one can
make with their creativeness.Audiences will be able to create
their one of a kind pizza, name it and submit it for judging to
win the “Ultimate Hut Explorer.” The top 3 winners will be
featured in Pizza Hut’s new campaign, Dare 2 Explore.The
winner will be chosen upon how many consumers order the
top winner pie through the app, or Kiosk.
The Kiosk is also a way for people to actually order through
the mobile App for either pick up or delivery.This will allow
consumers to learn how to use the app, as well gaining an
interactive experience ordering it through the Kiosk, in which
you can also enter your pizza in the competition.
Kiosks will be placed in shopping malls, outside of 7-11’s, and
on college campuses and in their dormitory.This is because
explorers may be found here in a group setting.When
ordering in NewYork City, the order will be delivered by a
Pizza Hut pizza bike.This will be seen through the streets and
turn heads and create word of mouth.
Kiosks will be placed on college campuses, in which brand
ambassadors will be hired to inform students what it is and
how to use it.They will be the “face” of Pizza Hut on campus.
The ambassadors job is to interact and engage the audience
with the kiosk.These people will be knowledgeable on how
the Kiosk works.
17

21. The Flavor of Luck,The Flavor ofYour Sign / Creative
After customers make their orders, they will be directed to our
Unique Rewards page. The page will provide them a spinning
wheel game. It’s a wheel randomly
display 8 of Pizza Hut’s new pizza
flavors
When customers shake their cell
phones, the wheel will be spinning then
stop and when the wheel stop, the
flavor that pointed by the red golden
arrow will be their lucky flavor today.
Then customers will receive a free
sample of that pizza along with the
pizza that they order.
Unique Rewards Program Vote for “The Flavor of Your Sign” Event
18
“This is your lucky day”
Challenge Game
Optional Reward:
After customers place their orders, a
spinning wheel will show up.
If they are willing to take this challenge.
They can shake their cell phones and add
a randomly “lucky” ingredient or sauce to
their pizza.
We believe that this
social media/ website
event will create a
lot of buzz, and the
challenge itself will
stir up their passion
to try our new
flavors.
Shake Shake
We will consult astronologists to assign our flavors to different astrology sign.
Each astrology sign will be assign to a flavor that we think they will like most,
based on their personality, according to the astrologists opinions.We call that “
The Flavor ofYour Sign”.
Then, we will encourage
customers to try the flavor of
their sign first, to see if they
are agree or disagree with the
astrologists’ opinions. If they
are agree, they can vote for
the pizza flavor for their signs
on our website, and #FlavorOf
YourSign to post on their social
medias; if they are disagree, we
will challenge them to try all
our flavors and decide which
flavor is best represent their
sign, and vote for them on our
website, and they can also
#FlavorOfYourSign to express
their opinions on their social
medias.
The Flavor of Your Luck The Flavor of Your Sign
1
2
3
2
1
The objective of this promotional idea is to encourage our Explorers to try new combinations. We will achieve this and encourage
repeat purchases by rewarding consumers and get them to try a new and different pizza than they ordinarily buy.

22. Shazam / Creative
19
Whenever Pizza Hut’s ad will play on TV or other mediums, a Shazam
logo will appear on the screen.When the consumer uses the Shazam
app with their smartphone, the consumer with be able to access all of
Pizza Hut’s website and social media.
Video Streaming Service
Music Streaming Services
Traditional TV
Video Sharing Websites

23. “Young Explorers” Sponsorship Social Cause / creative
20
In line with Pizza Hut’s new Dare 2 Explore campaign, Pizza
Hut will sponsor the explorations of young explorers.We will
identify adventurous young explorers as our talent(s) and fund
their journey.We will ask explorers to submit an application
telling us what fuels their passion to explore.There
submission can be in the form of essays, videos, or photos,
and the application will be mobile friendly.We will post their
stories on an extension site where viewers can vote of their
favorite submission and through a series of knockout rounds,
winners will be selected.
Share Your Story With Us
Millennials Care
People today are more likely to invest in and support a business that gives back to the community and its people. More than 50 percent
of young adults are considered Social Activists who are willing to donate their time, money, and support for social causes. Social
responsibility is no longer optional; social responsibility is essential for businesses to remain competitive in today’s market.
Fund Young Explorers In Their
Research / Adventures
Once we identify our talent(s) we will fund and follow their
journey and share it with the world. Pizza Hut will have an
extension site to follow their story through blogs, videos, and
active interactions on social media. Our talent(s) will include
Pizza Hut and our consumers in every step of their journey,
inspiring people to be adventurous.We’ll monetize that sense
of adventure by convincing consumers to try Pizza Hut for
our billions of topping options!
Funding these exploration will further emphasize Pizza Hut’s
new Dare 2 Explore campaign and propel our strategy to dare
consumers to explore and venture out.This mission
of giving back will tell consumers that Pizza Hut cares and
will generate great buzz and good public image. Our young
explorers’ research/adventures will return respectable results
in their community, and perhaps society as a whole.This will
be a great cause all in all!
Return on Pizza Hut

24. 21
MEDIA
DMA
Concentration of Millennials in the United States

25. 22
Media Rationale / MEdia
Online Radio
Our target market is one of the heaviest users of online radio. Pizza Hut will
run 60 second online advertisements on the two most popular online radios:
Pandora and Spotify.
Out of Home
The Explorer Bus will be our biggest out of home investment visiting key
city/towns in the US. It will create a whole day event featuring several of
Pizza Hut’s different 2 billion combinations. We will also place ads within
shopping malls and on billboards.
Search Engine Optimization
In today’s digital age, it is important to utilize SEO for competitive
advantage; so Pizza Hut’s ads can appear whenever someone is looking for
its competitors.We have decided to use the three mostly commonly used
search engines Google,Yahoo & Bing.
Social Media
To reach our target market through social
media channels, Pizza Hut will post ads on
Facebook,Twitter, Linkedin,Tumblr, Instagram and Snapchat.This will be used
to engage our target market via contests and sweepstakes.
TV
According to our research, Spike TV, Bravo and Adult Swim seem to have the
strongest appeal to our target market of 18-34 the most. Therefore, we have
decided to advertise all year round on those channels during prime time. Some
of the popular TV networks watched by 18-34 year old include ABC, NBC,
CBS, and ESPN where ads will also run during prime time and all year round.
However, Fox Network ads will be run on weekday afternoons.
Mobile
Although we will use mobile websites and application ads for mobile; we are also introducing Shazam. Shazam is a new app for
smartphones, PCs and Macs, which is best known for its music identification capabilities.Whenever Pizza Hut’s ad will play on
TV, there will be a Shazam logo appearing on the screen.When the consumer looks at shazam app on their smartphone the
consumer will be able access all of Pizza Hut’s social media and the website.
Magazine
Full-page print ads will run in Complex Magazine (index 232),Young Travelers
(index 265), Game Informer (index 196), ESPN (index 240).

26. 23
Media Budget / MEdia
Traditional TV April May June July August September October November December January February March Total
Spike TV $580,000.00
MTV $380,000.00
ESPN $475,000.00
ABC Family $220,000.00
Comedy Central $492,000.00
Bravo $480,000.00
Fox Network $475,000.00
NBC Network $460,000.00
CBS Network $490,000.00
Adult Swim $560,000.00
Entertainment Television $490,000.00
Traditional Radio
4:00 PM to 8:00 PM Slot $380,000.00
Magazines
Complex Magazine $225,000.00
Young Travelers $195,000.00
Game Informer $170,000.00
ESPN $200,000.00
Social Media
Facebook $0.00
Instagram $0.00
Twitter $0.00
Snapchat $90,000.00
Linkedin $15,000.00
Sports Websites
ESPN, Yahoo Sports, Bleacher Report $250,000.00
Search Engine Optimization
Google, Bing, Yahoo $315,000.00
Internet Radio
Spotify, Pandora, Shazam $640,000.00
Mobile Ads
Mobile Websites $75,000.00
Application Ads $25,000.00
Gaming Websites
IGN, Gamespot, Kotaku $298,000.00
Other Digital
Xbox Live $90,000.00
Smart TV, Hulu $330,000.00
Out of Home
Billboards, Buses, Shopping Malls $715,000.00
Production Costs $650,000.00
Mobile App $250,000.00
Total $10,000,000.00
2015 Pizza Hut Media Budget

27. Evaluation
+METRICS
Here’s what we set out to achieve
Positive reaction to new campaign,
Strong conversion of non-explorers to
wannabe to true explorers?
Increase digital traffic to Pizza Hut via
apps and online purchasing
Here’s how we would evaluate our
impact in social media
Click through rate (CTR) > 0.12%
Landing Page conversion rate > 6%
Use of website and mobile to purchase:
50million
Engagement rate increased by 20%
Social media impressions
Increase in social media traffic by 45% (more
likes, comments and share)
How to get feedback for Phase 2
Pre and Post Advertising Awareness
Day after recall
Qualitative Research
Individual Interviews