The document provides an overview and strategic plan for a Pizza Hut advertising campaign aimed at increasing online orders. It includes a situational analysis noting that 43% of pizza orders are now digital and competitors have positioned themselves well in this area. Research findings show that millennials are the key target audience for digital ordering. The creative strategy is to position Pizza Hut as a fun, hip, and relevant brand by showing "a world of endless pizzabilities" rather than typical pizza advertising. The multi-channel campaign uses colorful digital ads, video, social media, and partnerships to spark customers' imaginations and showcase endless customization options. The goal is to increase Pizza Hut's online order share and generate brand relevance for millennials.

1. E N D L E S S
P
I Z Z A B I L I T I E
S
#344

2. RESEARCH
Market Analysis
Target Audience
Findings and Insights
Situational Analysis
The Client
SWOT Analysis
Competitive Analysis
Demographics
Psychographics
Consumer Buying Behavior
3
6
7
Executive Summary
The Brief
2
The Challenge
Objectives
TABLE OF CONTENTS
1
MEDIA
Evaluation
Campaign Budget
& Rationale
Media Objective
Media Plan
Metrics
Budget Allocations
22
24
25
26
CREATIVE
Creative Objective
Creative Strategy
Creative Execution
Our Approach
Campaign Theme & Rationale
Digital
Video
Native
Radio
8
8
12
14
19
21
Mobile App
Promotions
Partnerships
Public Relations
Charity
Social Media Strategy
Sponsorships & Events

3. EXECUTIVE SUMMARY
The Challenge
THE BRIEF
Objective
The emergence of digital ordering has impacted the pizza industry
immensely in the past 10 years. Ordering digitally – via desktop
website, mobile website, apps for tablets and smartphones, Xbox or
Hulu – exploded in popularity, now accounting for roughly 43% of all
pizza orders, as it makes the ordering experience more convenient,
accurate and personable.
Pizza Hut, the world’s largest pizza company, understands the
importance of providing the greatest digital ordering experience in
the category in order to position the brand as the top choice for
customers ordering online.
Here at Dwight Bentel & Hall Communications, we looked at this
challenge from various angles. After conducting extensive research,
we developed a highly effective and relevant strategy. The strategy
combines exciting, eye-catching executions with innovative promo-
tions and advertising, which will speak directly to both current and
prospective Pizza Hut customers, all within a budget that is cost-effec-
tive and has the ability to run from July 1st to December 31st, 2015.
Our unique approach to this challenge is beautifully executed
through a wide variety of promotional, social media, traditional and
non-traditional tactics. This approach will allow Pizza Hut to increase
the share of pizza orders done online and generate brand relevancy
among Millenials and Generation X, who are the top users of digital
ordering technology.
Heat up Pizza Hut’s mobile conversion efforts with a new compre-
hensive national advertising campaign urging customers to use the
current technologies to order their pizza. The campaign will be
implemented by Pizza Hut between July 1, 2015 and December 31,
2015. The goal of the campaign is to increase the share of pizza
orders that are done online by 32 percent by the end of 2015.
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 percent of all orders done online/mobile by
the end of 2015
2

4. MARKET ANALYSIS
Situational Analysis
The U.S. pizza market is a multi-billion dollar industry. Americans
eat an average of 46 slices of pizza per year. The introduction of
digital ordering was one of the biggest changes in the pizza indus-
try in the last 10 years. Ordering pizza through a digital channel
now accounts for roughly 43 percent of all orders among the major
pizza chains, including Pizza Hut, in the United States. Out of all
online orders, 20% are made from a desktop or laptop, and the
remaining 80% are done through mobile website, apps for tablets
and smartphones, and other platforms such as Xbox or Hulu.
Pizza Hut offers the broadest suite of ordering options in the
business, including the ability to order via Xbox, Hulu, apps for
smartphones (iPhone, Android, Windows and Amazon Phone) and
tablets, as well as traditional desktop or laptop and mobile sites.
However, other pizza chains have out-positioned Pizza Hut in the
territory of online ordering in the minds of consumers.
Although Pizza Hut is still the largest pizza chain in the United
States, with about 15% of the total market share, the brand has hit
a rough patch in the last 8 quarters in comparison to its main
competitors.
Since 1958, Pizza Hut has been working endlessly to achieve, and
maintain, their status as the largest pizza chain in the world. Their
drive to improve their products, services and overall convenience has
earned them a majority of their market’s share, for multiple quarters.
Nearly 60 years of perfecting their craft has made Pizza Hut a trend-
setter in the fast food industry. The first online purchase was a Pizza
Hut pizza. The only food you can order through an Xbox 360 game
console is Pizza Hut pizza. You can even find Pizza Hut in over 120
countries, with over 14,000 stores across the globe! Pizza Hut’s
Facebook page has over 19 million followers and their social media
presence is stronger than any of its top competitors. Now, with digital
ordering accounting for 43% of all major pizza chain purchases, Pizza
Hut will be at the forefront of the digital and mobile movement. Pizza
Hut’s recent rebranding strategy has proven that their quest for the
perfect pizza is endless. Pizza Hut is ready to defend their position as
the world’s leader and trendsetter in pizza for years to come.
The Client
3
Research

5. SWOT Analysis
RESEARCH: SWOT ANALYSIS
4
STRENGTHS
PizzaHut’s new menu options offer endless combinations
of crusts, toppings, and drizzles
Pizza Hut has a strong online presence: more page likes
and followers than any other pizza chain
High brand recall for families and celebratory experiences
(birthday parties, etc.)
Pizza Hut is a strong brand, easily recognizable anywhere
around the world. It is the largest pizza chain in the world
OPPORTUNITIES
WEAKNESSES THREATS
Lack of organic, fresh ingredients
Brand image is not as appealing to Millennials (18-34 years
old)
In-store experience may not always offer an enjoyable
atmosphere
Other pizza chains have out-positioned Pizza Hut in the
online ordering market in the minds of consumers
Increase on health consciousness among consumers
Fast casual shops offering healthier options
Growth on preference for more localized restaurants among
the millennial generation
Competitors offering fun, innovative online and mobile
ordering experience
Reach a larger audience by offering a superior online and
mobile ordering experience
Create meaningful relationships with current and prospect
customers through digital engagement
Introduce options to the menu (organic, fresher ingredients,
gluten-free, etc.)
Transform its brand image to increase brand recall among
Millennials

6. Though Pizza Hut is still the largest pizza company in the world, it has hit a rough patch in the last 8 quarters. Pizza Hut’s top competitors include Domino’s, Papa
John’s, Little Caesar’s and independent/fast-casual shops. Pizza Hut’s sales began declining in 2012 due competitors eating away at their market share. Pizza Hut’s
rivals did so by optimizing apps for mobile devices and further enhancing online/mobile pizza ordering. Within the last year, Pizza Hut’s top competitors have gained
the lead in sales as well. Part of what has allowed other pizza chains to keep up with Pizza Hut is their conversion to better quality ingredients. Quality ingredients
are a borrowed trait of the growing fast-casual food industry that Pizza Hut is in direct competition with.
Fast-Casual Dining
Fast casual dining is a fairly recent trend that combines the idea of “fast”
food with healthier, tastier and better-prepared products. An ideal fast
casual dining experience would give customers exactly what they want from
their food; larger portions, better ingredients and custom orders prepared
in front of them. Millennials and many of today’s consumers are turning to,
an actual dining experience. At the same time, fast casual restaurants
prepare the food in a timely manor so you have the option to take it to go.
The price of a meal like this can range from 8 to 15 dollars but the entire
dining experience is worth more to customers today. Fast-casual pizza
restaurants still only hold a small percentage of the pizza industry’s market
share, but with fast-casual sales increasing by an average of 10 percent each
year, it’s clear this new trend is growing.
Papa John’s
Papa John’s chooses to focus on customers close to their store locations
(middle to middle-upper class). They have high-quality, fresh ingredients,
price and convenience. Papa John's traditional crust pizza is prepared using
fresh dough. The Papa John’s Rewards program increases customer loyalty
and the frequency of e-Commerce platform usage. These platforms include
"plan ahead” ordering, Spanish-language ordering capabilities and enhanced
mobile web ordering. Also, Papa John’s is the official pizza of the NFL.
Competitive Analysis
Domino’s
In recent years, Domino's has been putting more of an effort toward the
Hispanic audience. The majority of domestic stores are located in populous
areas in or adjacent to large or mid-size cities, also near college campuses.
They have a great online ordering app that includes a “Pizza Tracker” so
customers can monitor their orders. They re-created their image as a brand
and have successfully revamped their entire business (ingredients, ordering,
quality, etc.).
Little Caesar’s
The company has found success in the midst of a recession by expanding
into lower and middle-income neighborhoods. Hispanic and
African-Americans primarily occupy lower-income households in the U.S.
Nearly sixty percent of all U.S. households that make two hundred
percent less than the average U.S. salary are made up of these two
groups. Little Caesar’s has found a niche market for their business in
these customers. Little Caesar’s has no online ordering but are known for
having the fastest, cheapest pizza around. They have great walk-in deals
for customers too. They’re known for their “pizza, pizza” slogan and their
emblem.
RESEARCH: COMPETITVE ANALYSIS
5

7. TARGET AUDIENCE
Understanding the Millennials
Demographics
Psychographics
6
According to VALS, Millennials are Experiencers and Innovators:
AccordingtoAdmalldatabase,Millennialsaredigitalnativesandtechsavvy:
Experiencers
(Younger Millennials, 18-24 year-olds)
Innovators
(Older Millennials, 25-34 year-olds)
Millennials
24%of US population
This campaign will focus on recruiting new customers to Pizza Hut as well as
increasing the frequency of digital orders of current customers. Although the
general pizza consumer is a broad target audience, typically 18 to 64 year olds,
in terms of digital ordering, the target narrows to 18-49 year-olds and more
specifically Millennials (18-34 year-olds).
Men and Women aged 18-34 years old
Though, in terms of pizza online ordering, men tend to be younger, 18–24
years old, and women are more likely to be young moms, 25-34 years old
Millennials represent 24% of the US population (Approximately 77
million)
Most of them live in urban and suburban areas (69.7%)
Incomes range between less than $25K up to $100K per year
According to Pew Research, the Millennials are the most racially diverse
generation in the U.S.
Motivated by self-expression
Quickly become enthusiastic about new
possibilities but are equally quick to
cool
Seek variety and excitement, savoring
the new, the offbeat, and the risky
Their energy finds an outlet in exercise,
sports, outdoor recreation, and social
activities
Value happiness, passion, sincerity,
sharing, and discovery
They are change leaders and are the
most receptive to new ideas and
technologies
Successful, take-charge people with
high self-esteem
Image is important to them, not as
evidence of status or power but as an
expression of their taste, independence,
and personality
Their lives are characterized by variety,
and rewarding experiences
Millennialsrepresent54%ofallsmartphoneusersinAmerica
TheaverageMillennialhasmorethan300friendsonFacebook
TopsocialmediaforMillennials,inrankorder:Facebook,Instagram,Twitter,and
Snapchat
50.8%ofMillennialsarefrequenttelevisionwatchers
Though,theirTVconsumptionhabitsareslightlydifferentthanoldergenerationsas
mostMillennialsusetheirlaptops,tablets,andmobiledevicestowatchTV
44.2%ofMillennialsarevideogameplayers
AccordingtoPewResearch,Milennialshaveamoreliberal,social,andprogressive
viewpointonstandpointsthananyothergenerationintheU.S.
50%arepoliticalindependents;29%donotclaimanyreligiousaffiliation;68%support
same-sexmarriage,73%supportinterracialmarriage,69%supportmarijuana
legalization
.
RESEARCH: TARGET AUDIENCE

8. FINDINGS AND INSIGHTS
7
What We Found:
General View of the Target Audience:
Most of the pizza online orders consist more from Young Millennial males
(18-24) and are usually associated with sports, movies, and video games
Most women ordering pizza online are on the older range of the Millennial
audience (25-34). These women are usually mothers and/or married
Millennials like to share their life experiences with their friends both
in-person and through social media
General View of Pizza:
69% prefer consuming pizza for dinner according to our survey
Consuming pizza is strongly tied with a positive and satisfying experience
Pizza brings people together
General View of Online Ordering:
Strong desire for convenience and ease of use
Ability to make a very personalized order
Safety and privacy are two areas of concern among the target audience
Through our primary research and focus groups we have found that our
target audience categorizes pizza into two categories, either as an
impulse purchase decision to cater towards their spontaneous and
unconventional cravings, or as a social-dining food experience. With the
brand’s recently renovated menu options, our creative strategy can
appeal to the unrestricted creativity that Millennials desire, the Pizza
Hut brand itself can rebrand itself to cater to our audience’s instinctual
desire to digitally create something that is their own through the Pizza
Hut app and online website.
Consumer Buying Behavior
500+ 30+23
Were surveyed online
across the nation
Focus groups
participants
Interviews were
conducted
According to VALS, Millennials are very active consumers, and their purchases
reflect cultivated tastes for quality rather than quantity
They spend a comparatively high proportion of their income on fashion,
entertainment, and socializing
Heavy consumers of tech products.
52.7% of all iPhone users are within the Millennial generation
86% of Millennials own a smartphone
According to Pew Research, Millennials are very sympathetic to humanitarism,
thus, they are willing to buy products from companies that have a program for
social causes and charity
When purchasing food, Millennials look for taste, quality, convenience and
variety
In terms of online food ordering, Millennials look for personalization, immedia-
cy, convenience, and accuracy
According to Admall database, 64% of Millennial mobile users in the restaurant
category are looking to complete their purchase within 10-15 minutes
RESEARCH: FINDINGS & INSIGHTS

9. 8
CREATIVE OBJECTIVE
CREATIVE STRATEGY
We want Millennials to view Pizza Hut as a fun, hip, and relevant brand.
Our Approach
Quickly, imagine a pizza advertisement. Now think of a
different pizza ad. Are the two ads essentially the same? Warm colors, a
product shot, maybe a tomato or two to balance the image out, and of
course the price. After conducting focus groups and gathering market
research, we found that most Millennials have a lack of allegiance to one
specific pizza brand. Pizza is always delicious but all pizza ads look the
same. To differentiate ourselves from our competitors, we did what any
logical ad agency would do; we designed an ad campaign for pizza that
has never been seen before. Instead of relying on regurgitated product
shots and gimmicky commercials, we decided to give Pizza Hut a person-
ality. Millennials can connect with. We decided to show them the a world
of Endless Pizzabilities.
In order to make the Endless Pizzabilities campaign resonate with our
target audience, we incorporated elements that stick with Millennials, like
warm mozzarella to the top of a pizza box. We looked to art and media
that inspires us. We fashioned simple yet fantastical imagery that appeals
to Millennials who grew up playing video games. Our color palette takes
its cures from memes, greeting cards, and comic books. Campaigns from
companies such as Apple and Google, not traditional pizza campaigns,
inspire our television spots. The Endless Pizzabilities campaign does not
focus on traditional images of pizza; that sounds scary, but we aren’t
trying to get Millennials to want just any pizza. We want their allegiance
to be with Pizza Hut’s bold new take on what pizza can be.
CREATIVE EXECUTION
endless
pizzabilites
Creative
ENDLESS PIZZABILITIES

10. CREATIVE: CREATIVE EXECUTION
Digital
The Digital ads we created address the fact that
Millennials can get a good pizza anywhere, but Pizza
Hut is the only place their pizza can also be an
expression of there inner selves. These are not your
momma’s digital ads. They are spattered with muted
vibrancy and subtle extravagance. They are designed
to stick out above all the posts and status updates that
Millennials are constantly being bombarded with. Our
digital ads spark the imagination.
9
Dreaming of Pizzabilities
Order online or on the Pizza Hut app
and discover your pizzabilities
Download the Pizza Hut app now or
order online to discover your pizzabilities.
Discover Endless Pizzabilities. Download the Pizza Hut app today

11. CREATIVE: CREATIVE EXECUTION
10
Video
The Millennial is a layered onion. They have an edge, an adventurous attitude, and heartstrings too. Millennials worry about parents aging, balancing work,
home, and social life, settling into adulthood, whose turn it is to do the dishes and about a million other things. Millennials want technology and products that
make their complicated lives simpler. The video spots we created show how Pizza Hut can do just that. One minute they demonstrate how an application can
bring tranquility to a hectic life, the next they are illustrating that no matter what happens Pizza Hut has your back.
Light emits from one
window of an office building
Mary shuts down computer Mary leaves building Mary takes the bus home
Jonathan finished talking on
the phone as he arrives home
Door opens
Mary and Jonathan greet
in sign language
Mary: “Don’t worry,
it’s done.”
Mary: “Okay, should be
here in 20 minutes.”
Subtitles: “What would you
like to do about dinner?”
“Let’s do Pizza Hut, I like that
Curried Away pizza they have.”
“Sure, let me call in.”

12. CREATIVE: CREATIVE EXECUTION
11
Native
Would you like to take a quiz to see what kind of pizza you are? Of course you would, it’s not rocket science, it’s a fact. People, especially Millennials, love quizzes.
That’s why we decided to make native advertising that lives on Buzzfeed.com. Millennials can can take these entertaining quizzes, then share their results with their
friends on social media. Many of the pizza personality results and options are exclusive to Pizza Hut and all can be ordered from the quiz’s results page too. Is it
creepy to eat a pizza that embodies your major personality traits? We don’t think so.
Radio
This just in, Millennials still listen to the radio. To take advantage of this staggering fact, we orchestrated radio spots that illustrate the new and amazing pizza
options now offered at Pizza Hut, while not taking them too seriously. So good we should offer them on iTunes.
{Twilight Zone type music plays throughout}
Announcer:
Lately a question has been circling. What is Pizzabilities?
{thunder crack}
Is it a ravenous beast that stalks your every move?
{hippie sounds}
Or a cosmic bean bag chair stuffed with love, hugs and understanding?
{crunch sound}
Is it an a super crispy pretzel crust.
{splash sound}
Is it extra marinara? Like so much marina that you can fill a bathtub and have a
bathtub marinara party?
{springing sound}
Is it cheese so gooey that when light bounces off of it you can smell it?
Pizzabilities is all of these things- actually its none of these things- well it’s some
of these things. Truth be told, all we know for sure about Pizzabilities is that it’s
endless- and it’s at Pizza Hut. Say it with me now, “Endless Pizzabilities at Pizza
Hut.”
Pizza Hut
Endless Pizzabilities
WHAT IS PIZZABILITIES?

13. As Pizza Hut’s new menu options offer endless combinations of crusts, toppings, and drizzles, we decided to develop a new version of the Pizza Hut app to help
consumers explore the “Endless Pizzabilities” in a convenient, friendly, and easy way.
New App Interface
Our new “Netflix-like” interface helps
customers find pizzas based on their
current location, past orders, and their
Facebook friends’ orders:
• Frequently Ordered
• Chef Recommends
• Recommended for you
• “Your name” liked
• Popular in “your current location”
Pizza Map
The Pizza Map shows which pizzas are
popular all over the world. This feature
allows consumers to have fun exploring the
“Endless Pizzabilities” around the world as
well as in their current location.
• “I'll have what people in France are
having”
MOBILE APP
12
Pizza Roulette
The Pizza Roulette feature allows customers
to randomly decide on one of the “Endless
Pizzabilities” from Pizza Hut’s new menu.

14. Pizza Queue
Every pizza that gets a “like” when using the
Sizzle feature, is added to the Pizza Queue,
making ordering a snap. One may also add
pizzas to the Pizza Queue manually when
choosing one of the options from the Menu.
Sizzle
Our Tinder-like interface, familiar to
millennials, makes the customer's choice
easy: "How about this one?"
Bump to Split
Inspired by Xbox Kinect, splitting a pizza is more
fun and easier than ever before. If a customer and
a friend want to split a pizza order, select the pizza
flavor each of them want using the Pizza Hut app,
and bump their phones. The pizza will split and be
ready to order!
This feature also allows customers to split their bill
to pay for their pizza when ordering through the
Pizza Hut app. Splitting a bill has never been so
simple, convenient, and fun!
CREATIVE: MOBILE APP
13

15. PROMOTIONS
Platform: Online/Social Media
Who
Current and prospective Pizza Hut consumers who are not currently not
engaged with the brand online
What
Pizza Hut will fund three people’s lifelong dreams to come true!
When
October through December
Why
To increase customer engagement
Creates a brand loyalty and an overall positive message for Pizza Hut.
Reaches customers on a personal level with an emotional appeal
Increases Pizza Hut mobile app usage
Promoting Pizza Hut to today’s well informed and tech savvy customers lend
itself to evolving platforms such as smart phones, tablets, social media and
gaming consoles. Seeing as the average Millennial spends about four hours a
day on mobile apps, not including time online or gaming, we decided to focus
most of our promotional efforts on social media. Pizza Hut has the largest
online presence out of any pizza company. We will use their followers to
emphasize the new menu through competitions, posts and hash tags. Not only
that, our promotions will allow the customer to relate and engage with the
brand. Pizza Hut will give power to the customer by listening to them. Mobile
rewards programs will be implemented into the app, giving customers a reason
to use it and be excited about it. Sponsoring events such as Comic-Con will
give Pizza Hut the opportunity to bridge the gap between its customer’s
interests and their love for pizza! Partnering with other brands to make the
Pizza Hut experience better? We did that too. Pizza Hut can truly benefit from
promotional executions that pertain to these media outlets and themes.
How
Pizza Hut will launch the “Dream of the Pizzabilities” competition online.
Customers enter the contest by posting on Pizza Hut’s Facebook page, or
they can use the hash tag #pizzabilities on a post. Customers who use
Instagram or Twitter use the same hash tag and can also tag Pizza Hut’s
Instagram or Twitter on their post as well
Pizza Hut will review all the submissions and choose one winner each
month (total of 3 winners)
Funding the three winner’s lifelong dreams must cost $300,000 or less
altogether. Which gives $100,000 or less to each winner
Winners will have an opportunity to live out whatever dream they
submitted or posted (all under Pizza Hut’s costs and competition rules
and regulations)
Winners’ experiences will be documented for more social media and
advertising to be used in the future
Pizza Hut’s “Dream of the Pizzabilities” Contest
14
Dreamof the
Pizzabilities
send us your dreams
they might come true
Dream of the
Pizzabilities
Post your wildest dream on the
Pizza Hut Facebook page to
see if it comes true!

16. CREATIVE: PROMOTIONS
Platform: Pizza Hut’s Mobile App
Who
Current and prospective Pizza Hut consumers who are not curren tly ordering
online through the mobile app.
What
A digital version of a rewards “punch card” on the Pizza Hut App used to track
orders that go towards discounted purchases
When: July through September
Why:
Creates a brand experience
Brand loyalty
Retains current customers that use the mobile app as well as creates new ones
Incentive to download app
Increase Pizza Hut’s mobile sales
How:
Purchase any large pizza off of the new “Flavors of Now Menu” or a “Create
Your Own” pizza using the Pizza Hut mobile app ONLY
As soon as the customer makes the order using the Pizza Hutapp, the punch
card will automatically pop up and show that the card has been punched
The Punch Card is found under the “Order” tab on the Pizza Hut app. Under
that tab it will say the account holder’s name and “Pizza Punch Card”, for
example “Bob’s Pizza Punch Card”
On punch card tab, customers can see how close they are to earning rewards
and they can also see past orders
The Reward: After 5 large pizza purchases off of the new “Flavors of Now”
menu or a “Create Your Own” pizza, customers get their sixth large pizza for $5
(Any pizza)
Pizza Hut’s Mobile App “Pizza Punch Card”
15

17. Pizza Hut’s “Custom Creation” Contest
CREATIVE: PROMOTIONS
16
Platform: Online/Social Media
Who
Current and prospective Pizza Hut consumers who are not currently not
engaged with the brand online.
What
Launch a contest where people try to create the next new pizza combo for
the Flavors of Now Menu.
When
September and October
Why
Incentive to get more people posting and talking about Pizza Hut’s new
menu options specifically.
Boost brand loyalty as well as give the customers a feeling of being part
of the brand.
Empower the consumer
ENTER IN YOUR CUSTOM CREATION
#pizzabilities
Enter your best custom pizza creation on our Facebook page
How
Customers can submit their pizza creation by downloading the Pizza Hut app and
then entering their pizza creation through social media ONLY
Customers must use the app’s visual interface to create the picture of their “custom
creation”
Customers will then screenshot their pizza made from the app, post it on social
media (Pizza Hut’s Facebook page or tag Pizza Hut on Instagram and Twitter) and
use the hash tag #pizzabilities
The ingredients must be off of the Pizza Hut’s new menu ONLY
Any combination of toppings, crusts, drizzles, etc.will be accepted
Pizza Hut will choose ONE winner, who will receive a cash prize of $5,000 and
potentially have their pizza tested for the new Flavors of Now menu

18. Sponsorship & Events
Comic-Con
Research shows that Pizza Hut has had booths and been affiliated with San
Diego Comic-Con (SDCC), the nation’s largest annual comic convention in the
past. Last year they were helping cross-promote for the Teenage Mutant Ninja
Turtles (TMNT) movie. Our approach would be different because we would
simply be promoting Pizza Hut as opposed to cross promoting with a movie
and/or TV show. We would relate to the consumer how Pizza Hut makes all of
the things they love (TV, Movies, Video games, comics, toys, etc.) better with
Pizza Hut. We would also offer a SDCC exclusive pizza and exclusive boxes to
go with it. This would relate to the mobile app because you would enter a
random raffle/lottery through the app in order to pick up a slice of this exclusive
pizza. “Endless Pizzabilities”, our main campaign, would be tied into this
because the combinations with the new Pizza Hut menu are endless, and the
password to enter in this raffle will be: Endless Pizzabilites SDCC. The idea can
be executed on multiple platforms both in person and through the Pizza Hut
app in order to get maximum promotional items and rewards from Pizza Hut.
We will be having “Pizza Hut” food trucks in and/or outside of the convention
hall(s). We will include the World Hunger Relief Foundation at this event with
exclusive t-shirt sales. All proceeds from t-shirt sales will go directly to the
World Hunger Relief Foundation. This event will take place Thursday through
Sunday, July 9-12.
Who
We are targeting mostly Millenials, but also families that attend SDCC.
When
July 9-12 2015
Where
San Diego Comic Con; using social media to promote the event and keep users
updated/informed on the promotions
Why
To increase users for the mobile app, increase followers on social media, and to
bring brand awareness to the new “flavors of now” Pizza Hut.
Platforms
Facebook: post pictures about the event and updates on announcement from the
Con. Also showing updates on the booth/truck throughout the week/weekend.
Twitter: using hashtags in posts to tie into SDCC and Pizza Hut. Similar to
Facebook, but more targeted content based on hashtags trending at the event.
Youtube: posting video summaries/blogs on content shot throughout the day,
posted the next day or two days later, highlighting Pizza Hut and important
comic-con news. Also focusing on cosplayers (costume players that dress up as
popular characters from video games, comics, TV shows, and movies) with Pizza
Hut product and/or logo in the background.
Instagram: Almost identical to Twitter, highlight specific celebrities and compa-
nies at the event to help draw traffic.
Snapchat: Highlight Pizza Hut’s Snapchat account and post content so that it
may be in the event story on the Snapchat feed.
CREATIVE: PROMOTIONS
17

19. Partnerships
We will be making the Pizza Hut app accessible on the Xbox ONE
Live dashboard. The problem this solves is that gamers can order
Pizza without having to leave their game through XBOX Live. This is
an issue that was mentioned numerous times in our focus group
research. The XBOX Live dashboard is accessible already without
having to exit a game, so allowing the user to do this more easily and
making them aware of this offering will help increase sales through
the app on consoles. The promotion will have the app on either the
home screen, or first screen to the right of the home screen, for the
duration of the campaign. Increasing sales through the console is
one of the things that will be more unique to Pizza Hut, because its
competitors aren’t utilizing this resource currently.
Who
We are furthering our relationship with Microsoft and targeting the gamer
market through Xbox ONE
When
July – December 2015
Where
Promoting Pizza Hut’s app on the main page of the Xbox live dashboard, also
promoting and informing the consumers through social media and TV/radio ads.
Why
We are integrating the app into the next gen gaming market in order to increase
app sales. By having the app be on the main screen of the xbox live dashboard, we
are taking the previous work to the next level. Allowing the gamer to order pizza
and be finished with a transaction without quitting their game has yet to be done
and pizza hut will innovate the market by doing so.
Platforms
Facebook: Utilizing copy to tie into ordering through the dashboard as opposed
to by phone. Xbox’s graphics and pizza throughout various posts.
Twitter: Integrating hashtags and pictures to bring further awareness to ordering
through the console
Youtube: Posting videos of gamers ordering through console and/or 1st person
footage of the ordering process.
Instagram: Pictures involving Pizza Hut and Xboxes also integrating hashtags
CREATIVE: PROMOTIONS
18
XBOX ONE Live Dashboard

20. SOCIAL MEDIA STRATEGY
19
Twitter is a service for friends, family, and coworkers to communicate and stay
connected through the exchange of quick, frequent messages. People post
Tweets, which may contain photos, videos, links and up to 140 characters of text.
These messages are posted to the user's profile, sent to his/her followers, and are
searchable on Twitter search
Facebook is a popular social networking website that allows registered users to
create profiles, upload photos and videos, send messages and keep in touch with
friends, family and colleagues. The site is available in 37 different languages.
Facebook is used to keep in touch with old friends and keep people in the user's
network updated on features such as their current lifestyle, relationship status, and
something as simple as the user's plans for the weekend
Launched in 2005, YouTube is a website designed for sharing user-generated video.
Millions of users around the world have created accounts on the site that allow them
to upload videos that anyone can watch. Every minute of every day, more than 35
hours of video is uploaded to YouTube. Content ranges from how-to videos, music,
entertainment, beauty, film, comedy, automotive, and more
Instagram is a way for consumers to share their lives with friends and family
through a series of pictures. Users can take a photo with their mobile phone, then
choose a filter to transform the image into a memory and post on their profile to
share with friends. Instagram allows users to experience moments in their friends'
lives through pictures as they happen. We imagine a world more connected
through photos
Snapchat is a text, photo, and video messaging app that consumers use to send
messages that will disappear one to ten seconds after their friends receive those
messages. Users determine how long the recipient(s) can view the message. The
impermanence of the content is what makes Snapchat appealing to millennials
today
Why social media?
Nine out of ten people today have more than one device for consuming media. The four primary media devices on which consumers spend their time are smartphones, tablets,
laptops, and televisions. Users engage in both sequential usage and simultaneous usage of these devices, which indicates that our society has developed a content and media
surplus, creating a bit of an attention deficit. Pizza Hut must create content that is relevant and interesting for its multitasking consumer base, and what better way to reach out to
multi-taskers than through the social media platforms they are already using?
Pizza Hut currently has over 22 million followers on Facebook, 157K followers on Instagram, and almost 15K followers on YouTube. With over 90% of people using multiple
screens sequentially, and with social media being the top activity on the Internet today, it only makes sense to make social media a key component of our advertising strategy.
Furthermore, 60% of social media time is spent on smartphones and tablets, instead of desktop computers. Social media can therefore be beneficial to Pizza Hut's mobile app
experience.
Pizza Pie #pizzabilities

21. SOCIAL MEDIA STRATEGY
Content Calendar: July Week One
20
Instagram
MondayTuesdayWednesdayThursdayFridaySaturdaySunday
Twitter Facebook Youtube Snapchat
Image of a hot, cheesy pizza,
caption: “More cheese, please.”
Image of Triple cheese covered
pizza in someone’s hands, taco
holding style.
Image of someone drizzling
sauce on top of a pizza with a
black backdrop.
Photo of the first Pizza Hut
location. Tweet reads: “The
first Pizza Hut location ever in
Wichita, Kansas. #endlesspizz-
abilities #tbt
Post most liked pizza related
to the hashtag #FridayMyDay
Images of kings and queens
eating pizza with the tagline
is “Royalty is not overrated”
“Be a queen, be a king, today is
the day of Saturday Supreme!
Make it big, make it grand,-
make a pizza that takes a
stand” #supreme
#royalty #itsallaboutme
Saturday Supreme - Promotion
for purchasing the most creative
and legendary pizza ever made
“Today is your day. Make it
count!”
#endlesspizzabilities
Friday My-Day - Show Pizza Hut
how you “Hut” with the #Friday-
MyDay hashtag (connect to the
in-app promotion)
15 Second Commercial before
searched Youtube Videos
“Signing (Spot 1)”
15 Second Commercial before
searched Youtube Videos “I’m
Starving”
ComicCon: Sponsorship and
announment. Promotion of
event and the dates (July 8-12,
2015)
GTA Promotion - Partnership
with Grand Theft Auto for the
in game ordering (For video
game players on the weekends)
“Nothing beats the classics.
Keep it simple, keep it fresh,
keep it real. Keep Pizza Hut in
your plans.” #classic #throw-
back #pizzabilities
Original Signature Pizza -
Picture of a classic pizza hut
pizza from the 70’s or 80’s (use
of filters could add effects to
pictures from today
15 Second Commercial before
searched Youtube Videos “Those
Moments (Spot 2)”
World Hunger Relief Remind-
ers - Pizza Hut is repromoting
the non- profit organization
Pizza Hut has been working
with
“Did you get your daily dose of
drizzle?”
#drizzlebilities
Wednesday Drizzle - Pizza with
sauce drizzled in a hypnotic circle
(promotion of free drizzle sauce)
15 Second Commercial before
searched Youtube Videos “You
Tried Your Best (Spot 4)”
Dream of the Pizzabilities
promotion- video snippets of
making someone’s dream
come true. Shows slides of
happy faces
Triple Cheese Covered Tuesday -
Stuff your crust with all three
cheese on your pizza hut #pizzabili-
ties
(on the side of the pizza picture,
frame with bread stick with cheese
dipping sauce)
The Cheddar Files: Mildly Cheesy
Tales
A video series of cheesy stories
from Pizza Hut employees talking
about childhood memories with
pizza. Runs once per week, each
Tuesday at 5 p.m.
“Triple workout, check! Triple
checked for car key, check!
Triple cheese covered pizza
ordered, check!” #pizzabilities
“The only known cure for the
Mondays is extra cheese.”
#extracheesypizzabilities
Mozzarella Mondays - Pizza
Slices with elongated cheese
dripping from the pizza of the
week
#extracheesypizzabilities
15 Second Commercial before
searched Youtube Videos “I’m
Starving”
ComicCon: Sponsorship and
announment. Promotion of
event and the dates (July 8-12,
2015)
ComicCon: Sponsorship and
announcement. Promotion of
event and the dates (July 8-12,
2015)
Image of pizza in tin foil or in the
fridge representing the saving of
pizza. #pizzabilities
Save-a-Slice Sunday - Promotion
with saving pizza for the week to
eat on random days throughout
the week #pizzabilities
15-Second Commercial before
searched Youtube Videos
“Those Moments”
World Hunger Relief Reminders
-Pizza Hut boosts the non-
profit organization they have
been working with
“Begin your weeks prepared,
save a slice from you pizza today
and eat it tomorrow!”
#saveaslicesunday

22. Pizza Hut
@pizzahutPizza Hut will have prepared a press kit announcing the launch of the
Pizzabilities campaign. In this kit, we will assemble a company profile, fact
sheet, media list, media alerts, and press publications. One media alert will be
released to publications such as Tech Crunch, San Diego U-T, and various
media groups throughout the US before our presence at Comic Con. We will
distribute a press release at Comic Con after our event in San Diego. We will
also reach out to Business Wire and MarketWatch to promote our Twitter
charity campaign.
Pizza Hut's involvement with the World Hunger Relief Foundation has
provided over 740 million meals for people around the globe and has raised
over $185 million for the organization. This kind of potential can be multiplied
through the use of digital media, applications, and hashtags. We will be
running a Twitter campaign from August-September with the promotional
hashtag #PizzaRelieves. Each time a Twitter user sends out tweets using the
hashtag #PizzaRelieves, Pizza Hut will donate $1 to World Hunger Relief. The
cap for this social media fundraiser will be set at $100,000.
In July, we will increase visibility for the World Hunger Relief Foundation
through exclusive t-shirt sales at our Comic-Con event. We will be selling
t-shirts alongside our food trucks for five dollars a piece, and all of the
proceeds will go to the World Hunger Relief Foundation. We can override
costs for this fundraiser by partnering with a t-shirt company to print the
shirts and by promoting the company through their t-shirt sales at Com-
ic-Con in turn. American Apparel has done such a partnership to help
organizations fundraise in the past. We will bring 5,000 t-shirts to the event
and promote t-shirt sales through all of our social media platforms.
PUBLIC RELATIONS
CHARITY
21

23. Media
The objective for this media plan is to reach 74% of our target audience
with a minimum frequency for the duration of July 2015 to December
2015. Our target audience is the Millennials, ages 18-24, and 25-34
across the nation as well as dense urban areas in our spot market
selection. We will use a wide range of mediums to mirror the media
consumption habits of our target audience, and over the campaign
length of 184 days we are projected to reach 10,142,922,820 impressions.
Target Audience:
Millennials ages 18-34 and 25-34
• Reach: 74%
• Frequency: Minimum 4.0
• Budget: $130,000,000
• Time frame: July 2015 to December 2015
• Geographic coverage: Nationwide + Top 20
spot markets
MEDIA OBJECTIVES
MEDIA PLAN
22
With our target audience numbering at 80,000,000 strong, we intend to reach
74% of our target audience nationwide. Using television, we will also broad-
cast on both national and spot markets. With our research, we have identified
the top 20 markets of where our target audience lives as well as cities expect-
ed to see an influx of our target audience over the next year. We will
heavy-up our spending during key points such as the 4th of July, the period
before Halloween, Thanksgiving, and Christmas which our research has
indicated as the dates of when take-out pizzas are purchased the most.
Television
With our target audience numbering at 80,000,000
strong, we intend to reach 74% of our target audience
nationwide. Using cable and network television, we will also broadcast
on both national and spot markets. With ourresearch, we have identi-
fied the top 20 markets of where our target audience lives as well as
citiesexpected to see an influx of our target audience over the next year.
We will heavy-up our spending during key points such as the 4th of
July, the period before Halloween, Thanksgiving, and Christmas which
our research has indicated as the dates of when take-out pizzas are
purchased the most.
Top 20 market for Millenials
Austin, TX
Salt Lake City, UT
San Diego, CA
Los Angeles
Denver, CO
Washington, DC
Houston, TX
Philadelphia, PA
Phoenix, AZ
Las, Vegas, NV
San Francisco, CA
Dallas-Ft. Worth, TX
New York City, NY
Chicago, IL
Boston, MA
New Orleans, LA
Seattle, WA
Atlanta, GA
Detroit, MI
Miami-Ft. Lauderdale, FL

24. Where
Popular Millennial TV shows according to AAF
Nielsen Data
• ESPN
• Workaholics
• Better Call Saul
• American Horror Story
• Walking Dead
• The Voice
• Scandal
• Big Bang Theory
MEDIA: MEDIA PLAN
23
When
According to our respondents on survey monkey, over 60% indicate they
primarily crave pizza during evening hours and beyond which gives us
early fringe through prime time as the ideal hours of concentrating our
commercial broadcasts for impulse purchases. Late fringe will also be
utilized in order to advertise to our target audience to download the app.
• Early fringe (4:30 pm – 7:30 pm)
• Prime time access (7:30 pm – 8:00 pm)
• Prime time (8:00 pm – 11:00 pm)
• Late fringe (11:30 pm – 1:00 am)
• Duration:
• 30-second commercial slots
According to the AAF Nielsen data, AM/FM radio is still a viable medium to
reach our target audience. Despite the rise in streaming radio overtaking
conventional radio stations, AM/FM broadcast still has the capacity to reach
90% of the American population on a weekly basis. Our radio strategy will
utilize both assets of AM/FM broadcasting and online streaming to expand the
reach for our target audience. While the platforms of listening to music have
changed, the habits of consumption have not. Both aspects of targeting our
audience through traditional and streaming radio are consolidated for our radio
budget allocation.
Online and social media has been hailed as a new achievement in societal
communication, yet despite its impact, it is not the end-all solution in media
strategy. In its current and present form, television is still the number one
largest medium with the largest possible reach to the American population.
What online and social media does is enable Millennials to cross platforms and
engage with content on a different scale. If television is the shotgun of Ameri-
ca, online and social media will be the sniper rifle with a targeted objective in
our media strategy.
Average Time Spent Per Adult 18+ Per Day
Q1 2014
Q1 2013
Q1 2012
5:11
5:10 :34
0:13
0:03
0:10
0:10
0:11
0:11
0:11
1:07 1:12 2:46
2:48
2:53
0:58
0:47
1:03
0:58
:29
:265:10
Live TV Watching time-shifted TV
Using Internet on a computer
Using a multimedia device
Using a smartphone
Using a game console
Listening to AM/FM radio
Using DVD/Blu-ray device
Radio
Online/Digital

25. In regards of mobile advertising, all our competitors are attempting to take
over the real estate of a mobile screen, but our target audience unanimously
finds it as invasive, annoying, and places brands into an unfavorable view.
With the ability to install pop-up blockers and web browsers having the
ability to block banner ads, online advertising will be conducted in a different
method than our competitors. In this case, our media strategy will take
advantage of the digital proximity of online and mobile technology to further
enhance or elaborate the conversation of the brand that is being projected
through our television media strategy.
This will involve the usage of Snapchat to project Pizza Hut’s Comic-Con
involvement to maintain the campaign theme with a unique perspective
through this medium. With a television commercial posturing the primary
campaign theme, Snapchat and YouTube and Instagram will have an integrat-
ed and targeted content to accommodate the Millennial behaviors of cross
platform engagement.
With digital advertising platforms such as YouTube or Hulu, brands are only
charged for a full impression. If a consumer were to skip the ad, then the
impression cost would not be accrued. As a result, if we frontload our brand
campaign within the time frame of the “Skip” button appears, Pizza Hut will
get free impressions. According to YouTube, 80% of ads are skipped.
Certain platforms, such as Twitter, enable a brand to purchase promoted
tweets or promoted trends. With our budget, we have the ability to hijack
keywords and promote the pizza brand at a rate of $0.50 to $2.00 per engage-
ment. Another strategy on the Twitter platform is buying a spot on promoted
trends, which will be seen Twitter wide, the price tag of that will cost $200,000
per day.
Traditional Media:
•Television yielding 1,917,344,000 impressions for $56,378,300M
• Radio yielding 2,591,112,000 impressions
METRICS
Digital Media
• Facebook (Reach: 70.4 million Millennials)
• Youtube (Reach: 57.6 million Millennials; Frequency cap: 4)
• Twitter (Reach: 47.2 million Millennials)
• Buzzfeed (Reach 40 million Millennials)
• Instagram (Reach: 27.2 million Millennials)
• Snapchat (Reach 26.32 million Millennials)
MEDIA: MEDIA PLAN & METRICS
24
Television
Radio
Youtube
Snapchat
Facebook
Twitter
Instagram
Buzzfeed
184 days
184 days
184 days
3 days
184 days
184 days
184 days
6 days
$56, 378,300
$12,664,100
$17,600,000
$2,250,000
$8,800,000
$18,400,000
$6,000,000
$120,000
$122,212,400
MEDIUMS DURATION July August September October November December COST

26. MEDIA: BUDGET ALLOCATION
Television 43.4%
Radio 9.7%
Youtube 13.5%
Facebook 14.2%
Snapchat 1.7%
Instagram 4.6%
Twitter 6.8%
Buzzfeed 0.1%
Promotions 6%
25
Total Impressions: 10,034,829,456
Total Media budget: $122,212,400
Total Promotions budget: 7,787,60
Completed Budget: $130,000,000
Campaign Length: 184 Days
Total Impressions: 10,034,829,456
Promotions
Twitter (Promoted Tweets) @ rate of $1 per engagement
Twitter (Promoted Trends) @ $200,000 per day
Buzzfeed 5-6 sponsored content articles for $20,000
188,800,000 impressions for $800,000 total (4 promoted
trending events)
$120,000 for monthly sponsored content
8,000,000 pressions for $8,000,000
BUDGET ALLOCATION
Traditional Media
Television @ rates according to Media Flight Plan
Comic-Con: $4,257,600
X-Box: $3,000,000
Dream of thePizzabilities: $300,000
Punch Card: $100,000
Custom Creation Contest: $30,000
World Hunger Relief Fund: $100,000
Digital Media
YouTube @ $0.07 an impression
Youtube Homepage Takeover @ $400,000 per day (4 events)
Facebook @ $100,000 per day reaching 20M users once per
day impressions
Instagram @ rate of $1M a month
1,917,344,000 total impressions for television for $56,378,300
Radio @ rates according to Media Flight Plan
2,591,112,000 total impressions for $12,664,100
230,400,000 paid impressions for $16,000,000 (20% ads viewed)
1,152,000,000 earned impressions for free (80% of ads skipped)
25,013,456 paid impressions for $1,600,000
3,680,000,000 paid impressions for $18,400,000
Snapchat @$750,000 per snap flat rate
78,960,000 impressions for $2,250,000 (3 events
163,200,000 impressions for $6,000,000 $56,378,300
$12,664,100
$17,600,000
$18,400,000
$2,250,000
$6,000,000
$8,800,000
$120,000 $7,787,600

27. MEDIA: EVALUATIONS & CAMPAIGN BUDGET
CAMPAIGN BUDGET & RATIONALE
In 2012 Pizza Hut spent $239.2M, and in 2013 $247.7M in all measured media.
Using the most recent published figures for Pizza Hut’s media budget, we
calculated a 3.55% increase between these two years. If the client chooses to
continue spending at this rate, a 3.55% incremental from last year to this year
would equate to $256.5M. If we were to partition this budget evenly among
every quarter, this would equate to $128.25M for the length of July 2015 to
December 2015. Factoring in a projected inflation rate of 0.8% - 1.6% for the
U.S. economic forecast, we will settle for the median inflation rate of 1.36% so
that we can arrive at an even amount of $130M as the appropriated budget
for this campaign. With our budget, we will spend accordingly to reach our
target audience to intersect their conventional media consumption as well
as the digital proximity in their cross-platform consumption.
26
Throughout the duration of the campaign we will conduct quarterly surveys to
measure the effectiveness of our campaign upon our target audience. With
the immediacy and relevancy of our media strategy, we will also utilize
post-exposure focus group surveys to measure the reception of our creative
strategy and any ideas we can integrate for future Snapchat and Instagram
executions in continuation of our campaign theme. We will consolidate all the
social media impressions, engagements, and conversations to see where our
campaign performance stands against its competitors and it’s correlation to
Pizza Hut’s quarterly sales performance to measure the correlation between
our campaign and online sales.
EVALUATION
Quarterly surveys
Post-Exposure
Focus Groups
Cross reference
Social Media Analytics with
Quarterly sales figures