Pizza Hut aims to increase its market share in the pizza industry by focusing on mobile ordering through personalized digital experiences. The campaign will target Millennials ages 18-34 to improve and promote Pizza Hut's mobile ordering experience. Research found that Millennials prefer convenience, speed, ability to track orders, and rewards programs in a mobile app. The campaign objectives are to position Pizza Hut as the top choice for digital ordering and provide the greatest experience, reaching 75% of orders online/mobile by end of 2015.

1. TEAM #220
launch your
[app]etite

2. [02]
Table of Contents
2 Executive Summary
3 Objectives
4 The Millennial
5 Technographics
6 Personas
7 SWOT & Situational Analysis
8 Pizza Hut Then & Now
9 Digital Landscape & Trends
10 Key Insights & Solution
11 The Big Idea
13 Mobile App & Online Ordering
14 Scan Feature & Reward System
15 Launch Event
16 Print
17 Television
18 Digital
19 Out of Home
20 Events
21 Social
22 Public Relations
23 Usability & Concept Testing
24 Media Plan
26 Campaign Evaluation
27 Citations
Executive summary
Pizza Hut has always been an innovative brand. From being the
first online order in 1994, to delivering the first pizza to space - the
company leads the way in exciting and revolutionizing ideas. Pizza
Hut has the opportunity to increase its already dominant market
share in the pizza industry by focusing on mobile ordering through
personalized digital experiences.
In order to position Pizza Hut as the top choice for consumers who
order pizza digitally, provide the greatest digital experience in the
category, and reach the target of 75 percent of all orders through
online or mobile, we first had to choose a target audience that we
know would respond to a digital experience - Millennials.
With Pizza Hut’s recent rebranding and menu changes, we were
able to monitor Millennials’ perceptions of the new campaign and
whether it has changed their attitudes about the brand. Using our
combined primary and secondary insights, we created a campaign
that captivates and interacts with Millennials for total engagement
through advertising and their ordering experience with Pizza Hut.
Research
Creative
Media Plan

3. [03]
Objectives
The Research tactics
In order to discover Millennials’ current perception of Pizza
Hut, we conducted extensive primary and secondary research.
We dug deep to uncover Pizza Hut’s current position among
Millennials, to understand Millennials’ current use of mobile
apps - food-ordering apps in particular, to analyze Pizza
Hut’s top competitors in the market, and to fully understand
the current digital landscape. We did this by conducting a
nationwide survey, projective techniques, concept tests,
usability tests, in-depth interviews, in-store interviews, focus
groups, and in-store observations.
The Challenge
We accepted the challenge to improve and promote Pizza
Hut’s mobile ordering experience to Millennials, by using
digital advertising, social media, guerilla advertising – anything
to grab their attention. By accepting the first challenge,
we now face a secondary obstacle: overcoming Pizza Hut’s
outdated reputation among Millennials.17
We have made it
our mission to connect Pizza Hut to today’s technology in the
mind of our target audience, so that when it comes to mobile
ordering, Pizza Hut is the go-to app. By the end of 2015, we
hope to engage Millennials and position the Pizza Hut brand
as their top choice for digital ordering.
Landscape
In today’s day and age, faster is better. Millennials live in
a fast-paced environment – the quicker a mobile app can
download, or the faster a pizza can be ordered, the better.
Pizza Hut has the same mentality; after all, it was the first
pizza restaurant to complete an online order. While Millennials
may believe that Pizza Hut is a brand of the past, the company
is constantly proving that it is The Flavor of Now. However, it
is getting increasing harder to stay ahead of the constantly
evolving digital landscape.
target
Millennials are the main consumers of pizza. From college
students ordering late night delivery, to the young mom
ordering dinner for the family - pizza is the go-to meal or
snack among young adults. Millennials prefer advertising with
interactivity - brands that are successful in attracting them
are both interactive and exhibit trust. This is why we are
creating a campaign that not only appeals to the younger
generation, but also engages them. We aim to make Pizza Hut
the top choice for Millennials, while increasing its market
share in the pizza industry.
1,500+
Survey
Responses
Projective
Techniques
Concept
Tests
Usability
Tests
In-depth
Interviews
In-store
Interviews
In-store
Observations
19 12
138610
2+ HouRS
Position Pizza Hut
as the top choice for
customers who order
pizza digitally
1]]
Provide the greatest
digital ordering
experience in the
category
2]]
Reach the target of 75
percent of all orders
done online & mobile by
the end of 2015
3]]
Focus Groups
Held
4
Secondary Research
Pieces
152

4. [04]
The Millennial
pizza hut perception
When members of focus groups were asked to describe what
comes to mind when they think of Pizza Hut, the general
consensus was not positive. The most popular adjectives used to
describe the restaurant were “cheap, greasy, and bad quality.”
The few responses that did not have a negative connotation
were “good crust, family-oriented, and sold at Target.” 11
non-hispanic
white: 57%
Have
children? 45.8%NoYes
Republican
17%
Democrat
27%
FAVORITE PIZZA
C O M M E R C I A L
CHEAP
good valuechildhood
$10 dinner
hot delicious
T H I CK
C R U S T
mom’sfavorite
tasty
RED HUT
diverse
options
quick
familyorientedHEAVEN
good wings
pizza
after
soccer
YUM
personal pan pizzas
cheese sticks
family fun pizza nights
COOL
deals
deepdish
UNHEALTHY
quick
S U B
P A R
overcooked tasty
average
birthdayp a r t i e s
greasy
forgotten
low
end
average
newcrust
being a kid
yummyness
breadsticks
AFFORDABLE
delicious
“I don’t download apps often,
but when I do decide to
download something, I usually
check out the top 100 free
apps.”
– Samantha, 21
“[I prefer] calling because it
gives more confidence your
food is coming and, a mobile
app could have glitches.”
– Ethan, 20
5% more 18-29 year olds in the
Western U.S
Asian: 4%
Black: 14%
Hispanic: 19%
mobile perception
Focus group insights revealed that Millennials find
calling-in to be inconvenient, but they prefer this
method because of the personal confirmation that
their order has been received. They fear that their
digital order may be lost or forgotten about.
We found that Millennials were open to the idea
of using a food-ordering app. When asked what
would make them more inclined to do so, the
most common responses included: convenience,
speed, the ability to track their order, rewards and
discounts, and no login necessary.11
Results of focus groups also showed that Millennials
are heavy users of social and convinience apps such
as Instagram, Venmo, and Snapchat.11
Ultimately, Millennials look for three factors in a
mobile ordering experience: user-friendliness,
relability, and security. 11

5. [05]
technographics
Millennials & Technology
Millennials are constantly searching for interactive
technology. Whether it be through Facebook, Twitter, or
other means of digital interaction, Millennials are staying
connected with their favorite brands and sharing content.
According to new research from Experian Marketing
Services (2009), mobile devices are playing a key factor in
how users make purchasing decisions across all categories.
Mobile devices are not just used for research, as consumers
are now interacting and ordering their favorite content
straight from their fingertips.2
For the campaign to be successful, we need to reconnect
lost consumers with Pizza Hut in order to build a trusting
relationship. By building a relationship with consumers, we
increase the chance that they will connect with Pizza Hut
again.12
It is important that the company be the first choice
of consumers when searching for a pizza experience. A
recent Technomic survey found 62 percent of consumers’
most recent digital pizza purchase was driven by a craving.
Approximately 20 percent of consumers reported that
coupons and discount promotions influenced their online
pizza purchases.12
Convenience is steadily becoming a huge
determinant among Millennials. Both men and women are
ordering online at increasing rates in order to save time.
They also believe digital ordering will save them money in
comparison to ordering in-store.12
62%
84%
7/10
84 percent of social media usage is
attributed to Millennials12
62%
84%
7/10
62%
84%
7/10
62 percent of Millennials express
loyalty to brands they feel they have a
relationship with12
70 percent of consumers said their most
recent digital pizza purchase was driven
by a craving12

6. [06]
Segment: Penny Pincher
LOCATION: Colorado
EDUCATION: Current sophomore
ABOUT: Everything is a social experience to
Sam. He is a Fantasy Football fanatic and
enjoys playing Xbox with his friends and three
roommates. His smartphone is always in hand.
BUYING BEHAVIOR: When it comes to food and
other necessities, he is hesitant to spend his
money. He would rather spend money on new
experiences and recreational activities. Sam is
open to the idea of digitally ordering food as
long as it is convenient. He prefers brands that
entertain him and those that have a strong social
media presence.
SOCIAL MEDIA USE: Snapchat, Yik Yak, Instagram,
Facebook, Twitter, Vine, Tinder, Reddit
TECHNOLOGY USAGE: Xbox, smartphone, Xbox,
Netflix, Hulu, YouTube, and other gaming
consoles
Segment: Busy Bee
LOCATION: Connecticut
EDUCATION: Bachelor’s Degree
ABOUT: Leslie, an active mom of two, leads an
active lifestyle. She is very opinionated and a key
advisor among her friends. When she is not busy
with her children’s sports or school events, she
enjoys yoga and photography.
BUYING BEHAVIOR: Leslie’s main concern is
consuming food with nutritional value. Her
family’s health is the most important when
making decisions. She seeks healthy, organic,
and fresh food – as well as a diversity of flavors
and customization for her children. She often
uses coupons and is more likely to wait until
products are on sale before making a purchase.
SOCIAL MEDIA USE: Food blogs, Facebook,
Pinterest, Google+
TECHNOLOGY USAGE: Amazon Prime, smartphone,
iPad
Segment: Reward Seeker
LOCATION: Washington D.C.
EDUCATION: Recent college graduate
ABOUT: Mike is a college graduate who loves to
meet new people and spend time with both
his girlfriend and three roommates. He is up-
to-date with new technology and is heavily
influenced by time-saving devices. Mike desires
to lead a healthy lifestyle.
BUYING BEHAVIOR: As a brand loyalist, he seeks
increased loyalty programs and rewards. He
frequently orders takeout, but worries about
entering his credit card information online. Mike
is looking to follow brands that reward him for
engaging with the company.
SOCIAL MEDIA USAGE: Instagram, Facebook, Skype,
Twitter, YouTube, Snapchat, Reddit
TECHNOLOGY USAGE: Uber, smartphone, Hulu,
HBOGo, Venmo, Netflix, Hulu Plus, iPad
Sam
Age: 19
Leslie
Age: 33
Mike
Age: 24
Personas

7. [07]
swot/Situational analysis
Domino’s
Domino’s offers mobile app
featuring Dom, a voice-
ordering capability. The app
also offers a fast, interactive
ordering experience that
allows for easy ordering and
tracking. Its iPad and web
versions display interactive
visuals which allows customers
to virtually see their pizza
before placing an order.11,12
Papa John’s
Unlike other ordering apps,
Papa John’s has updated
its ordering experience to
include PayShare, a split
pay capability. The app also
offers quick customization
and Papa Rewards.11,12
• Made the ordering experience interactive with its new mobile
app, allowing for unique customization
• Has the greatest market share in the pizza restaurant category
with 15.3 percent11
• “The Flavor of Now” campaign gives Pizza Hut a trendier look and
a menu with an endless variety of new pizza, wings, salads, and
more
Strengths
Weaknesses
Opportunities
Threats
Key Competitors
• Millennials attend events where food vendors are present3
• Pizza restaurants are experiencing web growth with more than
40 percent of their total sales made online15
• Millennials are considered the most frequent app users6
• One-third of Millennials only buy necessities – pizza is not a
necessity6
• Negative outward perception of having pizza-related apps
• Some competitors have more menu options12
• Some competitors have more user-friendly ordering apps
• Low level awareness among the target audience
• Low prices cause Pizza Hut to appear cheap and a lesser quality
than other pizza brands
• Target audience makes up only 27.1 percent of current
customers12
• Some locations are only open until 11:00 p.m.10
Little Caesars, zpizza, Pie Five, and
local and regional pizza chains.
Other Competitors

8. [08]
Pizza Hut then and now
1958 1967 2000 2010 2014 present
Then
The “classic” Pizza Hut we all know had a humble beginning in 1958 when
two brothers borrowed $600 to create the world’s largest pizza franchise.10
As technology evolved, Pizza Hut proved itself as a leading innovator when it
successfully completed the first online order in 1994.10
Seven years later, Pizza
Hut did it again by becoming the first to deliver pizzas to Outer Space.10
When
the digital age approached, Pizza Hut was ready with an online presence.
Its app and Web site were dominated by red backgrounds and graphics
that aligned with its iconic “Red Roof”. However, the digital landscape was
changing and so were Millennials’ tastes and preferences - it was time for
Pizza Hut to take it to the next level.
Now
Out with the old, in with the new. Pizza Hut recently launched its biggest
rebranding campaign since its founding in 1958. This bold and somewhat
unrecognizable Pizza Hut now offers unique menu options, bold sauces, and
a variety of healthy alternatives. But Pizza Hut did not stop there - it changed
the way we order. Its new digital ordering experience is sleek, effortless, and
customizable. Pizza Hut is also rolling out touchscreen table ordering, as well
as a “subconscious menu” that suggests unique orders for each customer.10
Its Flavor of Now campaign aims to reposition themselves as the top pizza
choice for Millennials.

9. [09]
digital Landscape & Trends
Pizza Industry Trends
• 97 percent of Americans eat pizza at least
once per year; 27 percent eat pizza at least
once per month12
• Each year, the pizza industry makes $36 billion
dollars in sales11
• Pizza restaurants make up 20 percent of all
restaurants in the United States11
• 41 percent of Americans want healthier
ingredients in their pizza11
• The average American eats 46 slices of pizza
per year12
Target Market Trends
• Millennials prioritize affordable price and
convenience over brand loyalty15
• Millennials are on track to become the most
educated generation in American history18
• They are the most racially diverse generation,
while becoming the least religious generation18
• Hispanics are the fastest growing minority, and
currently the largest minority in America18
• Millennials seek to save money by avoiding
delivery fees8
Mobile Industry Trends
• 80 percent of mobile app users downloaded
a free app in the last month, while only 30
percent actually purchased an app5
• Millennials are the primary users of mobile
apps5
• Free apps are over 80 percent more likely to
get downloaded than non-free apps17
• Text messages are replacing face-to-face
communication13
The Digital Landscape
• 73 percent of Millenials’ leisure time is spent on
social media14
• Millennials are likely to take recommendations
from peers through social media and consumer
reviews15
• Millennials are known to multitask, using
multiple devices at once14
• New technologies allow consumers to pay
through their mobile devices at the register4

10. [10]
Key insightS & solution
Communication Objectives
The ultimate goal is to not only alter the current brand perception, but also position Pizza
Hut as the number one digital ordering experience among its competitors. By the end of
2015, we aim to reach the target of 75 percent of all orders completed online and mobile.
Who do we need to influence?
The campaign will target Millennials, ages 18 to 34, who crave adventure, immersive brand
experiences, and who want to be both entertained and surprised by the brands they love.
They are known for being active co-creators, who strive to interact with brands and make
it their own, especially when it comes to food. From college students to the young moms-
on-the-go, Pizza Hut wants to attract a younger audience in order to develop long-lasting
relationships as the Millennials mature.
Single most impactful message
Making the unconventional, conventional
Why it matters
Pizza Hut has long been a dominant innovator in the pizza industry. From being the first
to provide online ordering, to delivering pizza to Outer Space – Pizza Hut has a history of
making the the unconventional, conventional. It is time to change Millennials’ perception
of Pizza Hut from outdated and a thing of the past, to the innovative and forward-thinking
brand it truly is. The creativity and drive behind this new campaign will make Pizza Hut a
force to be reckoned with.
Brand Personality
Empowering, Bold, Limitless, Innovative, Daring
Millennials expect
mobile-ordering apps to
be user-friendly, reliable
and secure.
When Millennials think
of Pizza Hut, they think
of their childhood.
Vocal confirmation of an
order makes calling-in
the preferred method of
ordering.
Millennials fear that their
digital order may be lost
or forgotten about.
Millennials are concerned
about the security of their
credit card information.
Key Insights Creative brief
*Key insights were derived from primary research

11. the big idea
LAUNCH YOUR [APP]ETITE.
Pizza Hut has a history of innovation and
groundbreaking firsts. Not only did Pizza Hut
revolutionize the digital age by selling the first online order,
but it also went above and beyond, literally, by successfully
delivering pizza to Outer Space. Pizza Hut is not just delivering The
Flavor of Now, it is delivering the flavor of the future. It is constantly
going against the grain and making the unconventional, conventional.
And when customers launch the new Pizza Hut app, they are launching
an experience - a personalized, customizable journey that is available
right at their fingertips from almost any mobile device. This
experience is interactive and engaging, yet simple, convenient
and fast - just the way they like it. Pizza Hut is bringing the
future of pizza straight to its customers.
What are you waiting for?

12. [12]
The Big Idea
Message Strategy & Tactics
The campaign will position Pizza Hut as a leader and innovator of digital
ordering. When it comes to Millennials, Pizza Hut is no longer a place for
childhood birthday parties and post-game celebrations - it is a progressive brand
that is available through any mobile device. The Millennials have grown up, and
Pizza Hut has too.
We start at square one - an updated, cutting edge digital ordering experience,
available online and through the app. Next, we add the ultimate incentive: a
feature that will have Millennials searching for Pizza Hut touchpoints. We then
promote the campaign through an integrated approach that utilizes print,
television, digital, out of home, events, social media, and a public relations
outreach initiative.
brand benefits
• Increase brand loyalty
• Alter brand attitudes
• Access to phone notifications
• Increase in sales through online and mobile ordering
target benefits
• Customizable & uncomplicated ordering
• Frequent rewards from interaction/ordering
Launch Your Appetite
The Launch Your Appetite campaign aims to not only alter brand perception,
but also position Pizza Hut as the most rewarding digital ordering experience
among its competitors. How? By reminding Millennials about Pizza Hut’s
innovative history: the first online order, a delivery to Outer Space, and now - a
brand new digital ordering experience. Now, it is all about the Millennials. When
consumers launch the app, they experience the future of pizza right at their
fingertips.

13. [13]
Mobile App & Oniline Ordering
Digital Ordering Experience
According to our primary research (survey, focus group,
interviews, and others), Millennials are pleased with the
look and feel of the current Pizza Hut app. They appreciate
the visual-ordering and simple navigation, but most
respondents still express concern with the convenience,
reliability and security of the app. Some even asked, “so
what’s the incentive?” Based on these results, we decided
to take Pizza Hut’s current mobile ordering experience and
make some crucial changes and additions that will give
Millennials the ultimate incentive they have been asking for.
Order tracking
To increase reliability, we also added an order tracking
capability. This pizza tracker will send an order
conformation and will allow users to receive updates on
where their order is at any given moment. This feature also
gives real-time updates to assure Millennials their order is
on its way.
Split Pay
Pizza is a social food that is constantly bringing groups
of people together. But cash is slowly becoming a thing
of the past. We added a split pay capability so Pizza Hut
can continue to bring people together, without the
inconvenience of having to split with cash. A group of
people can easily split the cost of an order with just a click,
but only if each member of the group has an online or
mobile account.

14. [14]
scan feature & Reward system
photo scan & audio sync
In addition to split pay and order tracking, we also added the ultimate
incentive - something that has never before been done with mobile
ordering. According to our nation-wide survey results, 89 percent of
Millennials stated that special promotions or discounts would influence
them to order digitally. This led us to create the SCAN feature, a reward
system that will have Millennials searching for Pizza Hut.
This new feature not only encourages customers to use the app, but
rewards those who are interactive with the campaign. When customers
see a Pizza Hut touchpoint, they can launch their app and scan the unique
QR code to recieve points. When users build up enough points, they can
unlock deals and discounts that can be used for online Pizza Hut orders.
It is the perfect incentive - any touchpoint in this campaign is scannable,
and instead of ignoring these ads, consumers will be searching for them.
• Customers receive points after every online or mobile transaction
• Pizza Hut ads will feature scannable logos redeemable for points
For example, users can receive points just by watching television. When a
Pizza Hut spot is broadcasted, customers are encouraged to launch their
app and use the audio sync feature to get rewards. The more Pizza Hut
ads scanned, the more points earned. Our objective is to keep Millennials
engaged throughout the Launch Your Appetite campaign.
Opportunities to earn rewards

15. Launch Event
Hunt for the hut
We plan to kick off the campaign with a not-so-
ordinary launch event. The event will take place
simultaneously in New York City, Los Angeles, Miami,
Dallas, and Washington D.C. These locations were
strategically chosen based on Millennials’ dense
concentration in the areas, as well as their proximity to
large universities. We suggest holding the event during
the launch of the campaign in early July, and allocating
the budget to begin promotional efforts in June.
Advertising leading up to this event will be exciting,
mysterious, and ignite curiosity among Millennials.
These messages will make consumers aware that
something big is happening with Pizza Hut, without
revealing too much information about the event or the
campaign itself. We plan to air 15-second television
spots, as well as social media, digital, and out of home
advertising to create awareness and generate buzz.
All promotional efforts will lead consumers to the
Pizza Hut app, where they will receive their exclusive
invitation based on the location of their choice. After
users accept this invitation, a countdown will appear on
the Pizza Hut app. Other promotional touchpoints will
also display this countdown to keep the launch event at
the top of consumers’ minds.
On the day of the launch event, customers will be directed to the precise location of the event.
Each event will feature live music and free samples from the new Pizza Hut menu. However,
the main attraction will be the mobile scavenger hunt: Hunt For The Hut. Attendees will test
out the app’s new SCAN feature by going on a scavenger hunt of scannable Pizza Hut logos
hidden around the city. Each item will be scannable for points, but only through the Pizza Hut
app. Anyone near the launch event location can join the event, but the scavenger hunt and
free pizza samples are exclusive for those who have downloaded the app and have accepted
the invite.
Social media will also play a vital role in this event and generate buzz about the launch of
the new campaign. Snapchat will feature a “live story” of the event, as well as a launch event
geotag. The hashtag, #Hunt4TheHut will be used for sharing on all social media outlets
throughout the event.
[15]

16. [16]
Print
We designed a print advertisement that
introduces the app’s new split pay feature. Now
Pizza Hut is allowing customers to split their bill
- so we took a metaphorical approach by showing
an iPhone split into pieces. This graphic is
accompanied by the headline, “I’ll pay you back”
is a thing of the past, and the subhead, Welcome
to split pay. No more hesitation when it comes to
ordering pizza in groups - this new feature allows
Millennials to experience a whole new level of
convenience.
Millennials value originality, and so does Pizza
Hut. Inspired by a popular motivational poster,
this advertisement implements a Pizza Hut twist
on the classic idea of standing out among the
crowd. The ad promotes a new menu option, as
well as Pizza Hut’s continued history of going
against the grain. A scannable call-to-action
encourages consumers to interact with the app
for points and rewards.
Welcome to split pay unconventional, conventional Track your order
This advertisement introduces the new order
tracking feature. The phone represents a pizza,
compeling the customer to believe that their
order is just a tap away. With the new digital
ordering experience, one no longer has to worry
when their food will be delivered. Similar to the
other print ads, the graphic encourages viewers
to use the hashtag #LaunchYourAppetite.

17. [17]
Television
30-second tv commercial
With our 30-second television spot, we aim to connect Pizza Hut’s new menu
options with the reinvented mobile app. By downloading the new mobile
app, customers are in control - with more options than ever before. We see
the hands of three individuals chop and toss fresh ingredients into their own
customized pizza. But when it is time to pull the pizza out of the oven, we find
a phone displaying the new Pizza Hut app. We also see a call-to-action across
the bottom of the frame that directs customers to audio sync the commercial
through the Pizza Hut app for rewards.

18. [18]
Digital
xbox & Spotify marketing
For many Millennials, Xbox has become the center
of entertainment.5
We decided to engage this
massive base of consumers by placing interactive
advertisements on the Xbox Marketplace, a digital
distribution platform. These ads will allow users to
click and receive codes that can be redeemed on the
app or online for additional points.
Spotify is a popular app among Millennials, offering
a great selection of music at no cost. We will run
a series of interactive interstitial ads to catch the
attention of Millennials. Each ad will also offer a
promo code that is redeemable for points on the
Pizza Hut app or Web site.
email marketing
Email has the highest return on investment while
having the lowest cost17
. Six emails will be sent out
at the beginning of the campaign to all current Pizza
Hut emailing lists to alert customers of the new
reward system that can be activated through a link
on the email. This link will direct customers to Pizza
Hut’s online ordering site, where they can place an
order and begin earning points towards the reward
system. When customers create an account through
the app or online site, their email will be requested
and stored on the database list for targeting
opportunities, as well as engagement through
weekly updates on current points.

19. [19]
Out of home
Research shows that Millennials are frequent
moviegoers.10
We plan to broadcast 15 and
30-second commercials in the “first look” segment
that airs prior to movie previews. A call-to-
action will appear throughout each commercial
to encourage Millennials to audio sync the
commercial with the Pizza Hut app. We expect
that utilizing this media platform will attract
the attention of Millennials, generate campaign
awareness, and increase mobile interaction.
We created a series of elevator advertisements
that challenge consumers to break social norms.
These ads are meant to ignite an insightful
consumer experience for each person that
enters the elevator. Conventionally, individuals
tend to turn and face the front of an elevator,
but reading this ad will force them to stand the
opposite wall. By doing so, they are going against
the standard elevator protocol, thus promoting
unconventionality the same way Pizza Hut has
since its founding. It is a simple ad to elicit a
powerful response.
Interactivity is a vital part in capturing and
retaining the attention of Millennials. We
developed a launch pad and kiosk that will be
placed in malls, cities, parks, subway stations,
and bus stops across the United States. By simply
standing on the launch pad, a virtual world is
activated on the kiosk and the consumer is exposed
to a variety of clickable icons and graphics. Each
icon will reveal unique stories and world records,
and users can even challenge other kiosks to
interactive games. In addition, users can use the
kiosk to place a carry out order at their nearest
Pizza Hut location. Each engagement will prompt
the user to download the app in order to receive
points.
cinema advertisementlaunch pad kiosk elevator advertisement

20. [20]
Events
Game day food Truck
In order to increase engagement among younger
Millennials ages 18 to 24, a Pizza Hut food truck will tour
the United States throughout college football season and
attend tailgates. To further promote the mobile app, the
truck will distribute free giveaways that feature a call-
to-action to download the Pizza Hut app. In addition, the
truck will host games and contests, as well as sell pizza
from the new Pizza Hut menu. The truck will display
a scannable logo through can be redeemed for points.
Knowing that Millennials love food and interacting with
their favorite brands, this is ideal for promoting the
campaign.8
Celebrity Cook-off
As a part of the campaign, Pizza Hut will challenge
celebrities to compete in a Celebrity Cook-off as a
press junket on Good Morning America. Celebrities
such as Blake Shelton, Amy Poehler, and Derek
Jeter will make custom pizzas using only Pizza Hut’s
new ingredients. Customers can order these pizzas
exclusively online or through the app. Having celebrities
combine pizza ingredients in new and unique
ways will inspire customers to celebrate their own
unconventional tastes. Fans will be able to participate
in the cook-off by voting on Twitter using the hashtags
#LaunchYourAppBlake, #LaunchYourAppAmy, or
#LaunchYourAppJeter to choose a winner.
[20]

21. [21]
Social
snapchat
Snapchat was ranked the third most popular
social app among Millennials.14
Pizza Hut will be
taking advantage of its popularity by creating
a series of videos from the official Pizza Hut
account.
Research shows that consumers are more
likely to engage with a brand if the brand
posts relatable content.14
In an effort to
humanize Pizza Hut, the videos will feature
clips of Millennials acting unconventional
in environments of conformity. Pizza Hut
will stand out from the clutter and create a
personal connection with the target audience.
While Millennials are viewing the Pizza Hut
snaps, they have an opportunity to earn
rewards. At the end of select Pizza Hut snaps,
users will be presented with a code that can
be entered online or within the app to recieve
points.
BuzzFeed Quiz
Research indicates that Buzzfeed has a Millennial readership of over 38,000 visitors.14
Based on
this, Pizza Hut is utilizing BuzzFeed by creating the quiz “What Pizza Flavor Are You?” - a burning
question on every Millennials’ mind. After users complete the fifteen question quiz, they will be
matched with a pizza from Pizza Hut’s new menu. The Buzzfeed page will connect all of Pizza Hut’s
social media to promote click-throughs to the company site. In addition, the user will be prompted
to share their quiz results to earn Pizza Hut rewards.
Hashtag
Hashtags are an easy way to grab consumers’
attention. #LaunchYourAppetite will be Pizza
Hut’s personal hashtag that can be used on
Facebook, Twitter, Instagram, Snapchat, etc.

22. [22]
Public Relations
gluten-free pizza party
Pizza Hut is breaking another record by hosting the
world’s largest gluten-free pizza party. Pizza Hut is
one of few to offer a gluten-free crust alternative.
This event will help promote the new option as
well as the new digital ordering experience. Pizza
Hut will be partnering with the Celiac Disease
Foundation. This partnership will bring together
popular gluten-free vendors and celebrity
personalities to make the company’s public
relations event as successful as possible. This
gluten-free event will not only be about the pizza -
it will be about bringing pizza lovers together and
supporting the gluten-free movement. The gluten-
free options in the food industry are becoming
more readily available and customers have been
moving towards a gluten-free diet for health,
medical, and personal reasons. It is imperative that
Pizza Hut makes itself appealing to this selective
segment of customers. Zooey Deschanel, who has
Celiac Disease herself, is the perfect candidate to
host the event. With 6.41 million Twitter followers
and over 6 million ‘likes’ on Facebook, Deschanel
could use her popularity and power on social
media to promote the event and the Pizza Hut
brand. Featuring this event on Pizza Hut’s mobile
app will help increase app usage and popularity.
For the “world’s largest gluten-free pizza party,”
the app with integrate a charity donation option
and a special invitation for users to inform their
friends of this historic event while simultaneously
promoting the #GlutenFreePH hashtag.

23. [23]
Usability & Concept Testing
Usability Testing Analysis
The initial reaction to the Launch Your Appetite ordering
app was positive. Using feedback from primary research
(focus groups, in-depth interviews, and surveys), we
redesigned the app to be less cluttered and more engaging.
We focused on making the ordering experience more
convenient and reliable, which resonated well with the
target audience.
Concept Testing Analysis
The target audience seemed excited about the Launch
Your Appetite campaign. The tagline and launch event
were especially popular - there was a unanimous
agreement that the big idea was successful in connecting
the tagline and marketing promotions. The sample found
that the campaign’s tone was more relatable and their
intent to purchase was higher.
Alexis Vitellio Female, Age 29
“This new app definitely doesn’t look
like the old Pizza Hut I knew from
middle school. It makes me want to try
it out.”
Stuart Mauck Male, Age 25
“The big idea says what Pizza Hut is all
about. It helps bring Pizza Hut into to
the future.”
Megan Cross Female, Age 21
“I like Launch Your Appetite. I think it is
simple and gets to the point. I also like
the way it’s laid out with the APP in red
brackets.”

24. [24]
Media Plan
Event Media
A month prior to the launch of the campaign, we plan to
begin promotions for the launch event (scheduled July
1, 2015). These promotions will result in a seven month
campaign. This will allow more customers to not only be
informed of the upcoming event, but also to participate
in the event by downloading the app beforehand.
Print media and schedule
The majority of our target audience reads one of the
three listed magazines. By placing advertisements in
Game Informer Magazine, Sports Illustrated and People
Magazine we know that members of the target audience
will be exposed to them.
We will start sending out the Direct Mail in June 2015
in order to get the attention of the target audience and
make them aware of the special event in a creative and
mysterious way.
June July August September October November December Cost
Digital/Online
App 110,000$
Website 100,000$
Buzzfeed 923,000$
Spotify
Ad 262,500$
Spotify
Playlist 262,500$
Hulu 5,130,000$
Youtube 35,000$
Xbox 1,772,000$
Email 112,700$
Social
Media
Facebook 3,800,000$
Instagram
Account -­‐$
Twitter 2,400,000$
Snapchat 2,250,000$
Print
Game
Informer
Magazine 2,360,412$
Sports
Illustrated 3,348,000$
People
Magazine 3,770,900$
Direct
Mail 3,500,000$
SEO
Adwords 26,950$
TV
Sportscenter 5,400,000$
Monday
Night
Football 2,725,710$
Catfish 1,100,000$
Girl
Code 600,000$
Family
Guy 1,425,600$
South
Park 800,000$
Saturday
Night
Football 3,763,800$
The
Voice 1,096,628$
Modern
Family 2,156,850$
Good
Morning
America
1,200,000$
Event/PR
App -­‐$
Snapchat -­‐$
Facebook -­‐$
Buzzfeed -­‐$
Guerilla
marketing -­‐$
Event
materials/insurance 13,750,000$
Times
Square
Billboard 300,000$
Out
of
Home
Movie
Theatre
Previews 3,000,000$
Pizza
Hut
Truck 200,000$
Launchpad 15,250,000$
Chef
cook-­‐off 25,000,000$
107,932,550$

25. [25]
Media Plan
Out of Home
Research shows that Millennials frequent movie theaters, allowing proper
exposure to our target audience.7
Pizza Hut cinema advertisements will be
primarily aired during the summer and winter months, with fewer broadcasted
during the fall. We strategically selected these months to air our commercial
because this is when blockbuster movies tend to premiere, thus leading to
bigger audiences. The target audience enjoys entertainment, so we expect
engagement from this promotion.
The Game Day Food Truck will travel throughout the United States promoting
the campaign starting in August and continuing through December. Research
shows that Millennials like physical interaction, making the truck a valuable
touchpoint to engage with our target audience.8
The target audience favors digital interaction. The launch pad and kiosk will
spark the target audience’s interest and keep them engaged with the campaign
during its entire duration.8
Television
We found that the advertising efforts will best reach Millennials through the
following channels: ESPN, MTV, Comedy Central, Fox, NBC and ABC. The
majority of the advertising on television will be in the later months of the
campaign because pizza customers are more inclined to stay at home during
the colder months.9
Digital & Online
The target audience has strong digital and online participation in outlets
such as Xbox, Hulu, Buzzfeed, Spotify, and YouTube.9
Therefore, we chose to
advertise through all of these sources. Pizza Hut will also be sending mass
emails to advertise the launch event and promote the Pizza Hut Web site and
mobile app. We believe that a digital and online presence will amplify brand
loyalty.
40.3%
LAUNCH YOUR
APPETITE
12%
13%
.02%
18.8%
7.8%
8.1%
Out of Home
Social Media
Adwords
Digital/Online
Television
Print Ads
Events
Social Media
Social media is an essential way to create Buzz. Selected platforms include
Facebook, Instagram, and Twitter due to their popular engagement with
Millennials.8
Snapchat will be utilized through Pizza Hut’s story promotion and
geotag.

26. [26]
Campaign evaluation
6 month campaign
Quarterly metrics will be conducted through mobile surveys and focus groups
to the target audience in order to determine whether Millennials’ perception
of the Pizza Hut brand has been altered. It will measure the amount of app
downloads and the percentage of mobile and online conversions from the
downloads.
We allotted $1 million for contingency adjustments.
• Buzz from launch event
• Buzz from PR event
• Pizza Hut unique visits
• Twitter “followers” & “retweets” &
“favorites”
• Facebook “likes” & and Instagram
“likes” & “followers”
• #GlutenFreePH,
#HuntForTheHut, and
#LaunchtheAppetite
• Revenue and market shares
increases
• Point Engagement
• Launch Event Participation &
Attendance
• Snapchat Buzz
• Kiosk Participation
Projections
By the end of December 2015, we project that at least 0.5 percent will download
the app based on our advertising efforts. We predict the conversion rate per
app download will be 85 percent.
With these 6 million app downloads within this six month campaign, individual
mobile sales will increase by 32 percent to land at the campaign’s goal of 75
percent conversions from online and app orders.
We will measure the following creative concepts throughout the six months
campaign:
Over 6 Million
app Downloads!
1 Billion
impressions
Return on Investment
Over 6 Million
app Downloads!
1 Billion
impressions
Return on Investment
of10%
Over 6 Million
app Downloads!
1 Billion
impressions
Return on Investment
of10%
[26]

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