Pizza Hut aims to improve its digital ordering tools and process to provide the best customer experience. The campaign will create a personalized digital experience through an intuitive app and website that seamlessly integrate with customers' digital lives. This will position Pizza Hut as the top choice for digital ordering by making the process fast, friendly and remembering customer preferences.

1. SHOULDN’T DECIDING WHAT YOU WANT
BE THE HARDEST PART OF ORDERING?
IT’S YOURS
TEAM 150

2. 1
INDEX
RESEARCH
1 Executive Summary
2 What Pizza Hut Is
3 Research Question
4 Research Overview
5 Target Profiles
6 Discoveries, Realization and
Hypothesis
STRATEGY
7 Our Big Idea
8 Why It Will Work
9 New Digital Experience
10 Personal Account
11 Application Features
12 Other Digital
Implementations
13 Launch Overview
14 Campaign Kick Off
15 Completing The Launch
16 Partnership
17 Philanthropy
18 Promotion
19 Promotion Continued
MEDIA
20 Social Media
21 Sponsored Posts & Mail
22 TV & Radio
23 Media Schedule
24 Budget
25 Evaluation
26 Credits And Sources
EXECUTIVE SUMMARY
Pizza Hut started as Dan and Frank Carney’s idea to provide the students and
surrounding community of Kansas State University with convenient, delicious, pizza.
It is now a member of the largest restaurant company, Yum! Brands, with thousands
of franchises all over the world. Beyond being the market leader in the fast casual
restaurant industry, every aspect of Pizza Hut is built around a passionate devotion
to providing customers with what they want, so they can move forward in life with the
compliment of pizza. The signature red roof incites feelings of comfort, excitement,
or even reminiscence. For Pizza Hut consumers, it is a means of release, a known
answer to an unknown problem, a regular indulgence they can trust again and again.
Despite Pizza Hut being the largest pizza
company in the world, it’s lack of intuitive, well-
integrated online and mobile tools has compromised
its position as first in digital ordering. Pizza Hut has
the advantage of providing quality products, great,
fast service, and thousands of convenient locations.
However, a campaign that improves and integrates
the digital ordering tools while maintaining Pizza
Hut’s dedication to their core values would result in
completing their position as market leader.
Our comprehensive research, insightful strategy, and powerful creative meets
the campaign objectives. Our plan will position Pizza Hut as the top choice for digital
ordering, provide the best digital ordering experience in the fast casual category, and
have 75% of all orders be digital by the end of 2015.
“ I WANT FROM MY APP WHAT
EVERYONE ALWAYS WANTS FROM
CUSTOMER SERVICE. FAST,
FRIENDLY, AND IF THEY
REMEMBER ME? EVEN BETTER.”

3. 2
SWOT ANALYSIS
S
Sells more pizza, pasta, and wings
than any other company
Brand identity is ubiquitous with pizza
Consumers are brand loyal to Pizza Hut
Two-thirds of Americans live within
three miles of a Pizza HutSTRENGTHS
W
Current mobile ordering system is not
user friendly
Lack of consumer awareness about
digital ordering
Has not adopted the newest
technology available for mobile
ordering and payment
Customer service is not perceived as
unique and authentic
WEAKNESS
O
The widespread adoption of mobile
devices opens the door to new methods of
ordering and payment
Social media allows better targeted
promotions and advertising to consumers
The demand for an easy-to-use,
streamlined, ordering system
Growing desire for authentic interaction
with companies allows for better
connection with consumers
OPPORTUNITIES
T
Other major pizza chains innovative
ordering technology
Local pizza chains with strong
personal customer service growing in
popularity
Current food trends turn consumers
toward alternatives perceived as
fresh and artisanal
Consumers are slow to adopt new
ordering methods
THREATS
COMPETITIVE LANDSCAPE
Although Pizza Hut is the largest pizza chain, there is strong competition in the market. While other large
pizza chains pose a threat with new digital ordering options and high sales figures, local pizza chains are a
growing concern as consumer preferences lean to options perceived as healthy and authentic.
DOMINO’S
PAPA JOHN’S
LOCALIZED PIZZA
CHAINS & OUTLETS
LITTLE CEASARS
PIZZAHUT
%15
DOMINOS
%9
PAPA
JOHN’S
%7
LITTLE
CEASARS
%5
PIZZA MARKET SHARE
84% ADULTS AGE 18-49
USE SOCIAL MEDIA
43%OF PIZZA HUT ORDERS
ARE MADE ONLINE
58%OF ADULTS OWN
SMARTPHONES

4. 3
THE
PROBLEM
First, we attempted to understand
the problem Pizza Hut currently
faces. In order to overcome the
challenge of increasing the share
of pizza orders completed digitally,
we conducted research to find the
main problem and develop our
campaign research question.
WAS IT BRAND PERCEPTION? WAS IT PROMOTION?
WAS IT THE QUALITY OF THE ORDERING TOOLS AND PROCESS?
This issue seems to be the largest problem preventing the number
of Pizza Hut’s mobile orders from being higher. The problem is two
fold: the digital tools are not intuitive or user-friendly, and they are
not integrated with each other or customer’s other digital activities
and payment preferences. According to our survey results, the factor
that is most likely to persuade someone to download an app is its
intuitive usability. However, Pizza Hut’s current app, mobile site, and
website aren’t easy to use, clear, or straightforward.
Pizza Hut has used some promotional efforts
to inform the public about ordering online, but
the bulk of their advertising focuses on the
product and menu. This season, Pizza Hut’s
mobile promotions have been about discounts
without any incentive or prompt to download
the app besides a link to the mobile site.
However, Pizza Hut needs to promote their
digital tools in order to increase their online
and mobile orders. There have been almost no
promotional efforts to incite app downloads
among customers, such as in-app advertising,
incentive-based download programs, and
content on app review sites.
Through primary research, we found that
members of the target mostly have a
positive impression of the Pizza Hut brand
and the products. When asked in a survey
what is the first thing that comes to mind
about Pizza Hut is, most people mentioned
delicious and inexpensive options with
fast delivery. Overall, the target’s brand
perception of Pizza Hut is positive and is not
negatively affecting digital ordering.
“I DON’T ACTIVELY SEARCH OUT APPS. IF I
SEE ONE THAT LOOKS COOL ON TV OR FROM
A WEBSITE, I’D DOWNLOAD IT THOUGH.”
“ICANGETGOODFOODATAGOODVALUE.”
“IT’SDELICIOUSANDINEXPENSIVEPIZZA.”
“WEALWAYSGOTPIZZAHUTASKIDSANDIT’S
ALWAYSBEENGOOD.”
“ILOVETHEAMAZINGWINGSANDFAST
DELIVERY.”
After this primary research, we
discovered that the main problem
inhibiting digital ordering for Pizza
Hut is that the digital tools are not
user friendly and are not integrat-
ed with other media. Additionally,
there has been a lack of promo-
tional efforts to push consumers
to order on the app, mobile site,
and website. Once we discovered
the main problem, we formulated a
two-fold research question to guide
our methods for discovering the
best campaign strategy.
Howcanwemakethedigital
toolsandorderingprocess
whatthetargetwants,and
whatisthebestwaytoinform
andpersuadethemaboutthe
changes?
“I TRIED ENTERING A CERTAIN
ADDRESS ON MY CAMPUS
AND THE LOCATION WASN’T
RECOGNIZED. IN THE END I
HAD TO CALL”

5. 4
RESEARCH METHODS
Having identified the key challenge facing Pizza Hut, a research process was designed to find solutions. This process
began with secondary research about the brand, mobile ordering, and consumer base. With this understanding, the
target was identified and primary research was conducted to form a hypothesis. This hypothesis was then tested using
a variety of methods to prove that it will effectively increase mobile ordering.
The information gathered about the ordering process during this research gave a clear direction
as to where Pizza Hut needs to take their application and online ordering systems. The research
indicates Pizza Hut needs to create a more simple to use application that is personalized to each
individual consumer. The consumer needs to feel that deciding what to order is the hardest part of
the ordering process. The application and online ordering system need to be personalized, making
the consumer feel appreciated and connected with the company.
682TOTAL RESEARCH
IMPRESSIONS

6. 5
TARGET
RESEARCH
SELF-RELIANT SOCIALIZERS DYNAMIC FAMILIES
52%FEEL SAFE
ORDERING ONLINE
79%PARTICIPATE IN A COMPANY’S
PROMOTION THROUGH
SOCIAL MEDIA
+80%AREONFACEBOOK,MYSPACE
ANDTWITTER,SHOPPINGANDPRICE
CHECKINGONLINEANDTEXTING
OREMAILINGFRIENDS
From our primary and secondary
research methods, we discovered
that the ideal target for this
campaign encompasses a wide
variety of individuals. Based on
findings from market research
tools, online sources, surveys,
and focus groups, we found
commonalities and connections
among an ideal target for this
campaign that allowed us to
categorize them in two overall
groups. The ages of these
individuals range from 18-49 due
to the universality of smartphone
usage and pizza consumption.
The segments of our target are
defined by lifestyles, opinions,
interests, and obligations because
no matter what age, these
consumers have a need for a
streamlined digital way to order
their favorite food.
These active adults are confident, connected, and
open to change. Self-reliant socializers lead busy
lifestyles and balance socializing, entertainment,
schoolwork, and work schedules. They’re constantly
on the run and use technology to stay connected and
make their hectic lives easier. They are tech-savvy
and frequent users of apps on their smartphones.
With increased exposure to digital content, they are
more likely to notice online marketing through mobile
and online ads, social media, and digital promotions.
They frequently choose fast, convenient food that
fits their limited budgets. Fast casual restaurants are
growing among millennials not just because of their
convenience, but because they have a strong digital
presence and a willingness to invest in the quality of
the ingredients.
These families have established careers and
live child-oriented lifestyles. They are brand
conscious, yet remain value-minded in their
purchasing decisions. They use mobile and
online avenues to speed up and simplify the
many facets of their lives. Their digital tools
allow them to stay connected within their
communities and with family, as well as with
activities like banking, entertainment, shopping,
ordering take-out meals, travel, etc. These
families are racing from activity to activity and
need convenient solutions for meals on the go.
44%VALUESPECIALFEATURES
ONTHEIRSMARTPHONES
RATHERTHAN
PROGRAMMEDFUNCTIONS
61.4%AREONSOCIALMEDIA
3ORMORETIMESADAY
54%PREFER SOCIALIZING
WHILE EATING PIZZA

7. 6
Members of our target are strong
users of social media, with
facebook most popular among the
older segment and a wider variety
of platforms, including Instagram
and Snapchat, being used by the
younger members of the target.
The targets values the opportunity to
engage with their friends and express
their personal style.
The segments also have shared
reasons for downloading mobile
applications to their devices.
They want applications that are
easy to use with an intuitive
interface. Self-Reliant Socializers
and Dynamic Families live
busy lives, and like their mobile
applications to enable them to live
their lives efficiently.
When it comes to the mobile
ordering of pizza, the target wants
the same things they want from all
of their mobile applications: intuitive
user interfaces. The applications they
are likely to use are those that are easy
and streamlined.
Further, these potential consumers
are strongly discerning, and value
authenticity and personality.
Reaching out to the target means
making our message one that will
resonate personally, as out target
heavily uses social media and relies
on reccomendations of friends.
After reviewing our initial focus groups
and survey results, we discovered that
our target audience prefers a digital
ordering system that is easy to use,
personalized, and streamlined.
REALIZATION
Our research led us to conclude that it is
important to both segments to have the pizza
ordering experience not interrupt their ongoing
activities. Whether that activity is watching
movies, taking kids back and forth to sport
practices, or simply being too busy to cook; our
segments often order pizza on a whim. They
want the ordering process to be quick, easy, and
most importantly, personal.
Given this information, we were led to the
realization that Pizza Hut consumers would
embrace a digital ordering app that seamlessly
brings together three important aspects: ease of
use, convenience, and a genuine personability
that reflects the relationship Pizza Hut proudly
holds with their loyal consumers.
HYPOTHESISFOR
OURSOLUTION
Members of our target are comfortable with the
use of digital technology and mobile applications.
With an authentic message and fun incentives,
this target can be convinced to order once
through the digital tools. Our improvements
aimed at streamlining this process will ensure
that these customers order digitally again and
again. If we improve the digital tools and
inform the target about them with our
campaign, then Pizza Hut will be positioned
as the top choice for customers who order
pizza digitally, provide the greatest digital
ordering experience in the category, and
reach the target of 75 percent of all orders
done online/mobile by the end of 2015.
THE SIGNIFICANCE
Having identified our target, we set out to answer our research questions:
Both segments are most likely to be in casual settings and watching movies when they
choose to order pizza. Members of the Dynamic Family segment are more likely to be
with their families when they order, while Self-Reliant Socializers choose to eat with
friends. For the target, pizza is viewed as an opportunity to relax.
HOW CAN WE MAKE THE DIGITAL TOOLS AND ORDERING
PROCESS WHAT THE TARGET WANTS, AND WHAT IS THE BEST
WAY TO INFORM AND PERSUADE THEM ABOUT THE CHANGES?

8. 7
The central goal of our campaign is to improve the digital ordering tools and process
by seamlessly combining the lifestyles of consumers and the technology that will drive
digital orders. Informing our target of these improvements will position Pizza Hut as the
number one digital ordering system in the minds of consumers.
Ordering Pizza Hut will become second nature due to the integration of the website,
mobile platforms, and other media and technology, giving customers an interface that
will not interrupt how they live, but enhance it. The intuitive technology identifies unique
preferences and habits which enables Pizza Hut to provide more effective deals and
promotions. Ordering should never be an inconvenience, so we provide a solution to allow
people to continue with their day enjoying everyone’s favorite food: pizza. We created an
effortless ordering process that allows the consumer to live life uninterrupted.
The consumers are not afraid to go after what they want, and love life with all of its
indulgences. For consumers, customization and personalization have become second
nature. They deserve tools to match not only their needs, but their creativity, talent, and
wit. Pizza Hut lovers’ daily routines are as unique as the flavors of now, and our intent is
to give them a user experience they will love so much that they’ll return to it time and time
again.
SHOULDN’T DECIDING WHAT YOU
WANT BE THE HARDEST PART OF
ORDERING?
IT’S YOURS

9. THE
BIG IDEA
Through research into technology
and social media trends, we
observed that the desire to be able
to personalize and have a sense
of ownership is more widespread
than ever, and is expanding into
the food world as well.
After observing the reactions
to other successful food and
beverage campaigns, we have
noticed that consumers respond
to not only to the ability to
customize what they want, but
also having ownership and being
a participant in their favorite
brands.
From discussing with
consumers what they like about
pizza, we realized that pizza
is straightforward, and the
experience of ordering it should
be as well. Eating pizza is not a
stressful or complicated event,
and ordering it should be as easy
and intuitive as enjoying your
favorite meal.
8
WHY IT WILL WORK
The campaign will be effective because it addresses the
points as exemplified in the next 16 pages. The first step
of our campaign is improving the website, mobile site, and
app to fit what consumers need and want from the biggest
pizza company in the world. The next step is creating a
digital experience that not only connects the rest of the
campaign but also extends into the customers’ personal
digital experiences. They choose to make their experience
more personalized, stress-free, and fast every time. The
campaign will also include philanthropy, partnerships,
sponsorships, and events that are meaningful, engaging,
motivating, as well as digitally integrated. To top it all off,
a carefully selected media plan will inform consumers of
the new and improved Pizza Hut experience, and will work
together with word of mouth and social media to integrate
customers as far into the new Pizza Hut digital ordering
experience as they wish to go.
TARGET BENEFITS
BRAND BENEFITS
Improving brand image as an up-to-
date company that works to make
every customer interaction with Pizza
Hut great, including digital ones
Keeping loyal consumers happy by
giving them what they want
Reaching more types of consumers
that might have possibly not
considered Pizza Hut previously
Positioning Pizza Hut as the top
choice for customers who order
pizza digitally
Having greatest digital ordering
experience in the category
Reaching the target of 75 percent of all
orders done online/mobile by the end
of 2015
Providing a fast, easy pizza
ordering experience
Integrating what they need from
Pizza Hut with technology they
already use multiple times a day
Making it easy to find and use
discounts and be rewarded for
brand loyalty
Enjoying their favorite meal along
with chances to win during exciting
events through sports, concerts,
charity, college campuses, etc.
Giving them an easy choice for their
next fast-casual dining experience

10. A NEW
DIGITAL
EXPERIENCE
When breaking down the User
Experience (UX) and User
Interface (UI) of the updated
digital platforms, we knew the
interfaces not only needed to be
seamless, intuitive and secure, but
also don’t need a fully optimized
Omni-channel experience. By
re-aligning all the various facets
of Pizza Hut into one unified and
improved interface, it will allow
consumers to ease into the newly
digital brand. The UI and UX of the
website and mobile application
along with emails, in store details,
promotions and other aspects
will all flow together a seamless
intuitive and visual experience.
9
USER INTERFACE
The UI focuses on the optimal functionality.
With the newly designed website and mobile
application we strove to create simplified
platforms inspired by human nature. Our target
leads busy lives, so we understand that the
ordering process should be a comfortable, quick
process seamlessly integrated within their lives,
because shouldn’t deciding what you want be the
hardest part about ordering?
USER EXPERIENCE
While the new UI Design acts as the nuts
and bolts, the UX is the form that follows the
function. An aesthetically pleasing digital
experience leads reuse of the application.
Knowing this, we decided to completely strip
down the previous design components to create
a simple platform that will carry out over the
web, application, emails, in-store experiences,
and much more. We’ve created an experience that
is beautful yet easy, down to the finest details.
Sleek new design with intuitive
interface
Content simplified and clean to
avoid intimidating new users
Omni-channel experience to
gives users consistency across
all digital platform
Sticky navigation to allow ease
of access and speed
Can view current order anytime
with an active sidebar
1.
2.
3.
4.
5.
The creation of our new
digital tools is the solution
to the first part of our
campaign hypothesis

11. 10
IT’S YOURS
THE APP
THE RE-DESIGN
Our objective was to create an app that was equally as pleasing to the eye as it was
to use. No matter where you are in the ordering process, everything is in front of you
and easily accessible to avoid any sense of being lost or backtracking.
What has always been
great about pizza was its
effortlessness and the fact
that almost everyone enjoys it.
With this in mind, we wanted to
apply the best qualities of the
pizza experience into the newly
designed personal account
experience.
With the new interface we
put the users and their needs
first. A sleek new design is
just the foundation. The new
Pizza Hut digital tools offer
a completely personal and
customizable account that
will only grow more personal
as the user continues ordering
from it. With newly added
features such as rewads and
promotion programs, split pay,
and delivery tracking, the app
is sure to enhance the overall
Pizza Hut experience.
With our redesign we wanted to make sure that the digital ordering process was intuitive and easy for each segment.
Although they all enjoy pizza, their motivation and ordering habits all differ. For the creatures of habit we have the
Favorites menu, where one can order their go-to meal with the click of a button. We have the classic Pizza Hut menu to
slide through as well for anyone who wants to browse for their next meal. For the social eaters and families we have the
Smart Deals. As the user continues to order from the app, Smart Deals will adapt to recognise meals previously ordered
and customize deals for each individual user. The It’s Your Rewards program awards points to customers every time
they make a transaction, a referral, or create an account. For every 10 points a customer earns , s/he will receive $5 to
be applied to his/her account balance.
THE PERSONAL
ACCOUNT AND ALL
THE BENEFITS ARE
STREAMLINED AMONG
ALL OF THE DIGITAL
PLATFORMS.

12. 11
MENUMENU
IT’S YOUR ACCOUNT
1
2
3
1
2
3
Take a photo of card
to easily enter info
Option to manually
enter info
Set to the primary
card with ability to
also enter multiple
payment info
Skip to menu to enter
payment info later
Enter delivery address
Set address to the
primary delivery address
Enter multiple delivery
addresses and easily
switch on and off
Ability to recognize
addresses for
universities,
corporations,
organizations
4
Skip to menu and
enter delivery later
5
Your personal account is
the home for everything
yours
Through app use,
promotions, and sharing
rewards can be earned
Points can then be
cashed out to be used on
purchases and split pay
Your inbox
1
2 3
Where promo codes
are entered for free or
discounted orders
Split pay feature
1.
2.
3.
4.
2.
3.
4.
5.
6.
1.
2.
3.
4.
5.
Surprise and delight
messages for positive social
media posts
Earn rewards and promo
codes through digital
transactions, referrals and
promo events
Order tracking will inform
when delivery is en route
Various promotional events
throughout campaign will
send promo codes for
discounted orders
1.
2.
3.
4.
5.
1
2
3
4
5
Time will be posted
showing when the driver will
arrive at delivery address
Live view of the delivery will
appear on the map to see
food come in live action
1.
2.
1
2
1.
4 5
6 7
Send referrals7.
4
FEATURE COLOR GUIDE
EASE & SPEED
PERSONALIZATION
HOT NEW FEATURES
Split pay feature which
allows you to send money
via card info or account
balance

13. 12
OTHER DIGITAL IMPLEMENTATIONS
APPLE I-BEACON TECHNOLOGY
iBeacon technology will be integrated into the Pizza Hut iPhone
and iPad apps since it is already built into Apple devices with
newer mobile operating systems. The beacon is a small,
low-cost piece of hardware that uses low-energy Bluetooth
connections to transmit messages or prompts directly to
mobile devices. The digital beacons themselves will be placed
within the 25 busiest Pizza Hut Express locations as a test run.
They’ll be used to provide customers with product information,
flash sales or deals, and to speed up the checkout process with
a completely contactless payments system. This technology
is fairly new and customers have to turn on Bluetooth, accept
location services, and opt-in to receive iBeacon notifications.
Therefore, we only suggest expanding beacon technology to
more Pizza Hut Restaurants if this initial test run is successful.
SMART WATCHES
For the technology trend-setters in our segment, there
will be a smart watch Pizza Hut app available on
Apple Watches and Android-capable smart watches
that connects to the smart phone app. It will allow
consumers to access his or her digital account inbox
feature, including order tracking notifications. The
Apple Watch will also be enabled to receive iBeacon
notifications from nearby Pizza Hut restaurants. If
successful, we suggest that a fully capable app is
developed for smart watches in 2016.
RESTAURANT
When customers call their local Pizza Hut to place an order,
employees will encourage them to download the app for a
faster experience, specialty discounts and the opportunity
to participate in the rewards program. Customers can open
their app and redeem their rewards points in a restaurant
by scanning a barcode on the screen. Pizza Hut Express
restaurants will have large touch-screens for ordering.
Customers can create an account, pay or even place an order
at the digital device. This will help convert dine-in customers to
the new digital platform.
75%OF WEARABLE
TECHNOLOGY OWNERS
ARE CONSIDERED TO BE
“EARLY ADOPTERS”
#1REASON SMART
WATCHES ARE
PURCHASED IS FOR
CONVENIENCE
+35%OF SMARTWATCH
PURCHASES SUPPLEMENT
SMARTPHONE ADDITION
16.5XGREATER IN APP USAGE
WHEN RECEIVING A
BEACON MESSAGE
20XINCREASE IN USERS
INTERACTING WITH
ADVERTISED PRODUCTS
$500mIBEACONS WILL
GENERATE IN REVENUE
BY 2019
AT&TADWORKS
We would also like to use AT&T AdWorks to advertise on Internet
Protocol TV, which integrates a consumer’s TV, PC, phone, and other
mobile devices to work together. It uses data-optimized, targeted
television ads and tracks viewing patterns. AT&T AdWorks has the
capability to create customized media schedules eliminating waste.
If the advertising efforts prove successful, we suggest Pizza Hut
continue advertising with this growing technology beyond the end of
this campaign.

14. Our improvements of Pizza Hut’s digital
ordering tools will only be effective if there is
widespread awareness among the consumers.
Therefore, we will use an assortment of
methods that attract and involve our target
through interactive qualities.
During the first five days of July, there will
be three efforts to build hype for the launch
events. On July 1, large, interactive digital
billboards will appear in Los Angeles, Las
Vegas, Houston, Chicago and Manhattan.
The billboard will be covered with red cloth
and a teaser sign saying, “What will you
see?” along with #ItsYours and the Pizza Hut
logo. Curiosity and anticipation will build as
consumers wait for Pizza Hut’s big reveal.
Second, 30 teaser TV and YouTube ads will run
from July 1 through 5. They will have a white
screen with red font that will slowly fade in and
out, saying “Find out”, “What’s coming”, “July
6”, “PizzaHut.com” then end with “#ItsYours”
on the screen. Up-beat music will play in the
background, getting louder as the ad progresses.
Third, Pizza Hut will be posting mysterious
messages on social media with photos of the
covered billboards, the date of the app and site
launch, and curiosity-inciting messages auch as,
“What’s coming next?”
CAMPAIGNLAUNCH
13
JULY 1-5 COVERED BILLBOARD TEASERS
TV SPOT TEASERS
SOCIAL MEDIA TEASERS
JULY 6 IT’S YOURS TV SPOT (RUNS THROUGH ENTIRE CAMPAIGN)
SNAPCHAT LIVE STORY
PIZZA HUT SPONSORED SNAPCHAT “DISCOVER” STORY (JULY 6-31)
APP REFERRAL PROMOTION (JULY 6-31, CHANGES TO REWARDS POINTS
INSTEAD OF HALF-OFF AFTER JULY)
FIRST DIGITAL ORDER $5 LARGE DEAL (JULY 6-31)
WEBSITE MESSAGE PROMPTING ACCOUNT CREATION AND APP DOWNLOADS
(JULY 6-31)
BILLBOARD REVEAL (6 - 31)
JULY 17 JIMMY FALLON
JULY 18-20 FIRST TRUCK LOCATION CLUES RELEASED ON APPS
JULY 20-31 TRACK THE TRUCK

15. 14
NATIONAL CAMPAIGN EFFORTS
Major launch efforts will begin Monday, July 6. First, the newly
designed Pizza Hut website will launch including an incentive
to create a digital account. Smartphone and tablet apps will be
available to download as well.
A television spot will start running July 6 that communicates the
campaign message, directs consumers to the new Pizza Hut digital
tools, and introduces the hash tag, #ItsYours. It will directly answer
the question of what was coming from the teaser ads.
SnapChat will have a live story running on July 6 beginning with fun
content introducing the new app and website experience, followed
by images and videos submitted by users promoting launch events.
There will also be a referral discount program for app users. It
involves a customer sending a referral text message from their
Pizza Hut app to a friend. If he or she downloads the app, they both
get a unique promo-code for half off an order on the app.
Pizza Hut will be posting on social media promoting the app,
playing up launch promotions, and responding to consumers. In a
select few situations, Pizza Hut will surprise and delight customers
in situations that would increase social media attention.
The interactive digital boards will be unveiled on July 6 in major
markets. They will be set up in areas with heavy foot traffic, and
room to stop and observe the boards. The screen will be flashing
images of an outline of a person along with copy prompting
viewers to stand on an activation square.
When the person approaches the billboard they will appear in
simulated, entertaining experiences with pizza. Copy reading,
“Getting pizza can always be this easy if you download our app”
will appear over the image. The Pizza Hut brand and download
instructions will follow, along with a teaser for Track the Truck.
The billboards will generate interest and act as a teaser for later
promotional events through personal interactions as well as the
immeasurable bonus impressions through residual media.
On Friday July 17, Jimmy Fallon will talk up the new Pizza
Hut app then engage one of his guests with it. For example,
a challenge to see who can order fastest. Jimmy Fallon has
a large social media following and is experienced in making
product promotions feel like entertainment, and his Friday
night shows have the highest ratings.

16. 15
CAMPAIGN LAUNCH CONTINUED
The final launch effort will be the Track the Truck event. Food
trucks will set out nationally to major metropolitan areas and mid-
market cities as a hype event to promote campaign awareness
and app downloads.The truck will have #TracktheTruck and
#ItsYours wrapped on it to encourage social media posts.
Weeks of Pizza Hut social media teaser posts about the
upcoming Track the Truck event will culminate on the
weekend of July 18 and 19 by increasing revealing clues
and informing consumers with app exclusive notifications.
Consumers in an area with an approaching Track the Truck,
will receive location-based clues to where the pizza food
trucks will be traveling.
Each day before a truck gets to a city and on the day of,
consumers will recieve clues about where the truck will be
in their app inbox. Pizza Hut will post engaging social media
messages related to each city as well. Consumers with a Pizza
Hut digital account will either get a free pizza slice or $1 small
pizzas at the truck. Music speakers, seating, and promotional
signage will be set up to incite curiosity among the target.
A large touch screen will be on the side of the truck where
consumers can use to create a digital account, explore the menu,
or take and look at #TrackTheTruck selfies. The consumers
can tweet selfies of themselves and/or the food truck with
#TrackTheTruck and be featured on the photo-stream featured
the app and website. When consumers download the app on his
or her phone, they get a number sent to their account inbox that
will be called when their order is ready at the truck window.
Screen-shots of the photo-stream, which contains photos
of consumers that hash-tagged #PizzaHut, #ItsYours, or
#TrackTheTruck, will be featured online and on pizza boxes. Also,
Pizza Hut will tweet back with a free meal voucher at a few key
consumers that have a positive, engaging tweet and that have a
strong social following.
Social media influencers will be paid to attend promotional events
in their local areas and share their experiences through their social
media. For example, Laura Wiertzema, owner of the Ascot Friday
social media brand or Erica Domesek, owner of the P.S. I Made
This social brand would be great choices to invite.
The combination of these elements will increase application
downloads and brand engagement. By extending the launch over
an entire month, we plan to
They all have an element of the “It’s Yours” message by bringing
the brand to the customers, interacting with them directly on
social media, and giving them new and improved ordering tools
with added incentives.
#TRACKTHETRUCK
Move consumers to use Pizza Hut’s digital tools
Convince them to revisit until it becomes comfortable
Ultimately develop a habit of digitally ordering Pizza Hutt
when in need of a convenient meal

17. 16
XBOX
Pizza Hut’s partnership with Microsoft’s XBox
will target XBox One Live users. Ordering is easily
accessible through the console while playing video
games or watching movies, and fits seamlessly
into technology that is already integrated into the
customer’s personal routine.
Creation of an Xbox One app that follows the
same streamlined user interface as the mobile
sites and website
Promotion utilizing the anticipation surrounding
major game releases every fall, which always
occur on a Tuesday.
Every other week of the campaign, customers
who order via the Xbox One Pizza Hut app will be
entered to win a game that is being released the
following Tuesday
NFL
Pizza Hut’s partnership with the NFL will appeal to
a large remainder of the sport fans within the target,
which strongly correlate with pizza consumers. The
combined publicity from the in-person events at games,
TV coverage, and social media conversations makes
an NFL partnership a valuable asset to Pizza Hut.
Sponsored halftime events at NFL games in
which fans compete in activities to win a free
slice of pizza for everyone in their seating section
The announcer will promote the improved Pizza
Hut digital experience and encourage fans to
create an account and order digitally for a free
order of wings with their next purchase using the
code “NFL15”
NBA
Pizza Hut’s NBA partnership will involve sports fans
on a national scale, and utilize the hype generated by
the approach of the NBA season’s opening day. This
will provide a boost mid-campaign that will drive even
more consumers to create digital accounts if they
haven’t already, as well as increase digital orders.
Customers who order on the Pizza Hut website,
mobile site, or app on NBA opening day can
choose to enter into a drawing to win tickets to
watch their favorite team play
This promotion will be communicated by a TV
spot and social media. These will highlight the
ability to order pizza from home using the app
without missing the game as well
RED BOX
The partnership with Red Box will appeal to consumers
that want to spend a more quiet night in. Primary and
secondary research proved that watching a movie
and hanging out with friends are the two activities our
target is most likely to be doing when ordering a pizza.
Every Friday and Saturday during July and
December, digital users will be rewarded with
a free movie redemption code with a Pizza Hut
purchase
Pizza Hut app users will be notified via digital
inbox messages earlier in the week, and Red
Box’s emails will convert movie-lovers to
Pizza Hut
PARTNERSHIPS
Our campaign will be supplemented
by four partnerships that expand
consumer involvement with the PIzza
Hut brand. The campaign incentivises
the integration of digital ordering
by capitalizing on the established
habits of the consumer. Pizza Hut’s
consumers are also highly engaged
with the suggested partnerships.
The combined efforts will create a
lasting impression with Pizza Hut’s
consumers due to the seamless
assimilation of their existing habits.
The partnerships will generate free
media impressions and will create
conversation among new and existing
consumers.
11%OF ORDERS IN THE XBOX
PIZZA HUT APPLICATION
WERE FIRST TIME USERS
$42kMOVIES RENTED FROM
REDBOX MACHINES
#1VIEWED
FALL PROGRAM
15.5mAVERAGE VIEWERS
40 MILLION IMPRESSIONS*
5 MILLION IMPRESSIONS*
21 MILLION IMPRESSIONS*18.5 MILLION IMPRESSIONS*
*Projected values

18. CORPORATE
RESPONSIBILITY
Our proposed corporate
philanthropic donations and
charity events enhance the
established programs through
personal connections to
charitable giving. Pizza Hut
donates to a variety of valuable
causes. However, our additions
help put the freedom of choice
into the hands of cause-driven
Pizza Hut customers, further
fostering personal connections.
Our promotions are designed
to engage with the Self-Reliant
Socializers and Dynamic
Families on a deeper level
that goes beyond Pizza Hut’s
products and customer services.
The expansion of Pizza Hut’s
philanthropic portfolio will
provide even more opportunities
for consumers to connect and
participate with the new and
improved Pizza Hut brand.
17
BOOK IT!
The Book It! program has been helping develop
reading skills among children since 1984, when
the Pizza Hut president was inspired to make
education a top priority within Pizza Hut’s corporate
responsibility. Our campaign will shed renewed light
on the Book It program.
In October, Book It! will provide elementary
schools with booklets for children to write their
own stories. Pizza Hut will surprise students
at assemblies with pizza and published, hard-
bound versions of the books they created,
giving the children a sense of ownership and
accomplishment, as well as furthering the It’s
Yours brand message
Pizza Hut will film the kids’ responses about the
importance of reading, and share them online
BOOK DRIVE AND OUTDOOR LIBRARIES
Large-scalebookdonationdrivewillalsooccurin
October.Upondonation,customerswillreceive
alinktoadigitalinvitationforanoutdoorlibrary
eventandacouponforafreepersonalpizza,
redeemablespecificallyattheoutdoorlibraries
usingtheapp.
Thebookswillbegathered,organizedand
displayedinalargeoutdoorlibrary.
Additionally,stickersandposterswillbeplaced
aroundthecityofchoice
MAKE IT YOUR CAUSE
As a new addition to Pizza Hut’s corporate responsibility
portfolio, customers will have an opportunity to make a
personalized donation to a cause that means something
to them, just by ordering their favorite food.
For one month, beginning Aug. 19 on World
Humanitarian Day, 10 percent of each digital order
will be donated to a cause that the customer
selects from a non-profit database. The database
includes all verified non-profit groups and
highlights those near the customer’s location
Pizza Hut traditionally donates to organizations
that support hunger relief, youth, arts and social
services. However personal connections are the
key drivers of charitable giving. The option to
choose aligns with the sense of personalization
and ownership indicative of the It’s Yours
campaign messaging
Pizza Hut will also gain publicity as non-profits
individually encourage their audiences to buy Pizza
Hut products to boost donations to their cause
55.4%WILL SPEND MONEY AT A
STORE TO SUPPORT AN
IMPORTANT CAUSE OR CHARITY

19. PROMOTIONAL
EVENTS
Our campaign’s promotional
mix helps position Pizza Hut as
the top choice for consumers
who order pizza digitally. The
promotions arrange opportunities
for the consumer to test the
updated ordering methods, start
social conversations, and develop
a renewed brand loyalty. The
promotions offer platforms for
consumers who are new to online
ordering to become comfortable and
encourage repeat usage through
incentivization of the consumer’s
established habits.
18
ESPN COLLEGE GAME DAY
Pizza Hut will excite and support fans waiting in line
the night before ESPN’s College Gameday events,
as well as encourage digital participation and social
media conversations about Pizza Hut.
Thursday before the game weekend, Pizza Hut
food trucks will arrive in the tailgate area bearing
#ItsYours to build hype
Using geo-location technology, app users near
campus will be alerted through push notifications
and their account inbox feature prior to the event
The parties will have the following events:
Blake Shelton and Maroon Five will perform
at Game Day pre-parties on the East and West
Coast. Smaller artists and DJ’s will play at
smaller Gameday pre-parties
A hashtag clash based on the rivalry of the game will
incite extra participation. The school with the largest
social media posts at the end of the weekend will be
sent a voucher for discounted wings from their local
Pizza Huts when ordered online
Pizza Hut will sponsor a Snapchat Live Story
each Gameday weekend. The stories will appear
on user’s story feeds Friday nights up until the
usual ESPN Game Day promoted story takes over
on Saturday. Snap-chatters attending the event
will contribute to Pizza Hut’s story
PAY WITH A PHOTO: BACK TO SCHOOL
The #PayWithAPhoto promotion will integrate Pizza Hut’s
ordering tools with existing consumer lifestyles.
Starting Sept. 18, Pizza Hut will accept back to school
photos as payment when customers link their digital
accounts to social media
This will give consumers a clear understanding of how
the digital tools connect with their personal identity.
For example, Dynamic Families can post pictures of
their children and Self-Reliant Socializers can post
“throwback” photos
At the end of the promotion,the social media team will
generate and share artwork from the photos
46.9%ENJOY ATTENDING SPORTING
EVENTS IN PERSON
79%FAVOR COMPANIES THAT
SUPPORT THEIR FAVORITE
SPORTS TEAMS
64.5%HAVE CHILDREN
LIVING AT HOME

20. 19
HAPPY HOLIDAYS PIZZA ROULETTE
This promotion during the months of November and December
will act as an introduction into the holiday season and is
based on the fact that the most pizza is ordered the day before
Thanksgiving every year.
Customers who order digitally will have a one-in-five chance
getting their pizza for free if they can choose to participate
in the Pizza Roulette promotion.
Messages will be sent with the free pizza like, “No one should
have to choose cooking over friends and family,” or “In the
holiday spirit, here is a pizza on us to show our gratitude.”
To build hype before the biggest pizza-ordering day of the
year, a 30-second spot will air on NBC during the NFL game
on Nov 22, the last Sunday Night Football game before
Thanksgiving
Pizza Hut will invite customers to send in their
#ThanksgivingThrowbacks throughout November and
#HolidayThrowbacks in December
Pizza Hut will continue with their surprise and delight
strategy for social media by tweeting back at select
consumers that participate with promotional codes
GUERILLA MARKETING
Pizza Hut’s guerilla marketing strategy will support the idea that
Pizza Hut wants to bring what consumers want to them.
Employees will “drop” between five to a few dozen pizzas in
extremely busy places like a campus commons, a mall food
court, a public square, subway or train stops, etc.
The pizza will be surrounded by “free pizza” signage that
also encourages customers to create pizza hut digital
accounts and download the app
The pizza boxes will have stickers with #ItsYours, I *heart*
pizza, Pizza Squad, etc. If a consumer finds a Pizza Hut
sticker and tweets or posts a photo of it with #ItsYours,
Pizza Hut may tweet back a promotional code.

21. 20
FACEBOOK
With 1.31 billion active users
worldwide and 6.8 million mobile
users worldwide, Facebook will be
one of the primary media we use in
our media buy. Since much of our
segments are engaged in the site
everyday, we intend to use Facebook
to promote both our philanthropic
and promotional goals. We will
also use Facebook to create a
conversation about events at the
given time. In this way, we can
engage our audience in the media
they most often use in a way they
are familiar with.
TWITTER
As the second largest social media
platform at 6.5 million active users
and where a reported 80 percent of
Twitter active users are on mobile,
Twitter is another essential social
platform we will use to achieve our
end goal. As with Facebook, we
intend to use Twitter to promote the
events and to drive usage to online
platforms via our creative approach
and media buying. However, Twitter
differs from Facebook in that it’s
hashtags are overwhelmingly popular
in our target and that hastags
increase average engagement by
12.6 percent, we know that in striving
to create a buzz about our #ItsYours
and other hashtags, Twitter is
undoubtedly the medium to achieve
this goal and to further bolster
our online presence in our media
campaign
INSTAGRAM
Though not as large as Facebook
and Twitter, Instagram will serve
a very important function for the
It’s Yours campaign. Many of our
promotions are picture-based,
such as #TracktheTruck and the
ESPN Gameday events on college
campuses, and as tied into Twitter
and Facebook as Instagram is, it is
important for Pizza Hut to target
this media. Posts on Instagram,
which our research has shown
to be another media our target
frequents, have a much higher
engagement rate than posts
on Facebook or Twitter both, at
an industry high 4.21 percent
engagement rate per follower.
SOCIAL MEDIA
POSTS
Given the immense percentage of
our target that is actively engaged
in social media, and that as 74
percent of online adults use social
networking sites, there was no
question about using social media
as an integral portion of the Its
Yours campaign. This earned media
is now an fundamental part of any
digital campaign. Each promotion
on social media encourages the
consumer to use digital ordering,
and with the new user interface,
easy ordering process and
convenient payment options, a user
who tries digital ordering once will
continue to use it.
SOCIAL MEDIA ACTIVITY

22. 21
DIRECT MAIL
AND EMAIL
Pizza Hut already utilizes email
and direct mail. We decided to take
advantage of how successful email
and direct mail is for consumers of
pizza. Direct mail will be coupons,
but the coupons can only be used
to order digitally. This will direct the
the customers to online and increase
digital orders. Emails will consist of
coupons, giveaways and contests.
When customers create a digital
account, they can choose the option
to receive offers and information
through email.
SPONSORED
POSTS
These emails also have the ability to
Connect with social media pages
Redirect to mobile or web
browsing
Have app-specific deals that
can only be applied if a digital
account has been made and the
transaction goes through that
digital account
SNAPCHAT
As a sponsor of this Discover
story, Pizza Hut will have ads
integrates with the ESPN
content. Pizza Hut will also
purchase one of the sponsored
stories during our ESPN
Gameday events, which will go
live the Friday before the game
and run up until the regular
Snapchat Gameday story begins
Saturday mid-morning.
GOOGLE
Our campaign will also feature
Google Adwords, an essential
media buy that will drive users
from Google to our online
digital tools. The word pizza
gets about 3.8 billion clicks on
average, so owning this word
will be extremely beneficial.
This investment will convert
undecided consumers searching
online to the Pizza Hut digital
platforms.
BUZZFEED
This popular site provides
the most shareable news,
entertainment, video and is
redefining online advertising
with its social, content-driven
publishing technology. It is
a great tool that would allow
Pizza Hut to access Buzzfeed’s
audience of 200 million. These
purchases consist of Buzzfeed
creating content on Pizza Hut’s
behalf that appeals to a large
variety of consumers within our
target.
Email coupons will have the ability to be interactive.
Users can click on the any of the deals and, if
logged onto their account, it will automatically take
them to their app checkout. If on a computer it will
redirect them to checkout on the website.
62%TAKE ACTION ON PURCHASE
FROM DIRECT MAIL AND EMAIL
Pizza Hut already utilizes email
and direct mail. We decided to take
advantage of how successful email
and direct mail is for consumers of
pizza. Direct mail will be coupons,
but the coupons can only be used
to order digitally. This will direct the
the customers to online and increase
online ordering. Emails will consist
of coupons, giveaways and contests.
When customers create a digital
account, they can choose the option
to receive offers and information
through email.

23. 22
IT’S YOURS
VIDEO SPOT
The launch of our campaign will air a
30 second TV spot. The commercial
emphasizes that it is not about the pizza,
but the experiences you have while eating
pizza. Multiple clips will be shown to
represent our entire target. Our commercial
enforces our campaign that It’s Yours
and ordering should be too by displaying
multiple situations when consumers order
pizza. The commercial will be featured
throughout significant sporting events on
national broadcast stations (Fox, CBS, NBC
Sports, NBC, USA Network, TBS, TNT and
ESPN) along with local stations.
ONLINE RADIO
Through out the campaign online radio will
promote the new inner workings of Pizza Hut
Digital platforms and encourage listeners to
download the app and make an account. We
will also have sponsorship ads on AM Radio.
Since ESPN college game day is a major
promotion in our campaign we wanted to
insure coverage from every medium. Through
the payment to ESPN to sponsor certain
college game days, radio sportscasters
will mention “Sponsored by Pizza Hut” and
promotion materials about ordering digitally
throughout their broadcast. Television
sportscasters who are not only aired on
television but radio will also be included.
The online radio will
mention the new app
and website interface
through Spotify and
Pandora. The radio
ad will be similar to
the voiceover in the
commercial, relating to
the promotions at the
time.
57%OF CONSUMERS HAVE HEARD
ADS ON THE RADIO AND HAVE
TAKEN ACTION
HULU
The 30 second spot will run on Hulu as well to capture
more digitally-inclined consumers, and those that don’t
have access to regular television programming.
YOUTUBE
The spot will also run as pre-roll on YouTube. Because
15-second spots can’t be skipped on YouTube, our pre-
roll will be a shortened version of our TV spot.
VO: THIS IS AN AD ABOUT
PIZZA...BUT YOU WONT
SEE A SINGLE SLICE...
BECAUSE PIZZA ISN’T
ABOUT PIZZA
MUSIC UNDER
VO: IT’S ABOUT WHO YOU
ARE, AND WHO YOU’RE
WITH.
VO: WHETHER YOU’RE
THE CHEERLEADER...
VO: THE ADVENTURER... VO: THE PARTY ANIMAL...
VO: OR THE ROCKSTAR. VO: IT’S ABOUT THE MO-
MENT BEFORE YOU TAKE
THAT BITE...BECAUSE
YOU LOVE IT...
VO: AND WHEN YOU’RE
READY, SHOULDN’T DE-
CIDING WHAT YOU WANT
BE THE HARDEST PART
OF ORDERING?
MUSIC OVER MUSIC OVER
STORYBOARD

24. 23
MEDIA PLAN
The intent of our media plan is to
drive our target to order through
Pizza Huts digital ordering tools.
We have scheduled our television
ads to focus on the social and
human elements of pizza and
the events we are promoting
during our campaign, rather than
the discounts so common in the
market. Our comprehensive use of
social media, both in advertising
and in promotions during our
events, will drive our consumer to
the app, where they will find a user
experience that is simple, thorough,
and enjoyable. We have developed
this media schedule to be
complementary to both our target
and to our campaign by social
media and online advertising during
our events, and to complement
these with the traditional forms of
advertising native to Pizza Hut.
THE SCHEDULE
THE PLAN
Our combined use of traditional and digital media
placements during the first part of the campaign
is indented to start the conversation about ‘It’s
Yours.’ Our campaign pre-launch will run from July
1st through the 6th, and will utilize outdoor, social,
and traditional media in order to grab the attention
of our target. Then, our launch will send a message
our audience will care about in the mediums that
they use daily, all focusing on using our redesigned
digital tools. In partnering with ESPN, NFL, and
NBA events late in the year, along with television
networks Pizza Hut has advertised on in the past,
we believe that Pizza Hut’s strength in television
viewing will be stronger than ever, particularly to
our intended target. This, coupled with our strong
use of social media during our campaign, will help
us to achieve the re-branding we will achieve by the
end of our campaign.
Our media mix is the
solution to the second part
of our hypothesis, how to
best inform our consumers.

25. 24
BUDGET
Our budget is the result of
research we conducted aimed
at driving our audience into
digital ordering. We took Pizza
Huts advertising budget from
last year into consideration, and
decided on an increase for this
six month campaign. Our media
choices focus on generating a
large increase in impressions
and conversions to the digital
ordering platform, making the
budgeted amount well-justified.
Our combined use of social media,
digital advertising, traditional
television, and promotional events
will work in tandem to reach our
target during this campaign. The
largest percentage of our budget
was spent in television due the the
high cost of television advertising.
A larger focus was also placed on
advertising during sporting events,
with an increase during the end
of the year when both college
and professional football playoffs
are taking place. Our proposed
purchases will guarantee that
Pizza Hut will have a very strong
presence on our audiences
favorite mediums.
SPONSORED
ONLINE TV/RADIO
SOCIAL MEDIA
LOCAL DMA
CABLE TV
NETWORK TV
DIRECT MAIL
PROMOTION
LAUNCH
22%
44%
17%
2%
3%
4%
1%
2%
5%
TOTAL BUDGET $161,535,563.42
THE BREAKDOWN

26. EVALUATION
25
With 1.64 billion net impressions,
we predict over 85 million
customers will create a digital
account. These results equate
to an ROI of over 100% during
the campaign period. Added
value will come from the positive,
personalized experience people
have with Pizza Hut’s digital
experience and the campaign
efforts. We will conduct quarterly
focus groups and surveys
with members of the target to
determine whether Pizza Hut’s
position in the fast-casual dining
market, placement as the top
digital ordering choice, and the
number of digital orders are all
increasing as our campaign
progresses.
Our campaign will meet these
objectives:
1. Position Pizza Hut as the top
choice for customers who order
pizza digitally
2. Provide the greatest digital
ordering experience in the
category
3. Reach the target of 75 percent
of all orders done online/mobile by
the end of 2015
We ran evaluation focus groups that informed us of
consumers’ reactions to the campaign. The response was
very good overall, and we made changes to accommodate
the few suggestions made by participants.
The focus groups preferred the white background on
the website and app over the dark, graphite option.
At the end of the promotion,the social media team will
generate and share artwork from the photos.
“THE WHITE BACKGROUND IS MORE CLEAN”
“THE WHITE MAKES IT LOOK MORE FRESH AND NEAT”
“THE DARK BACKGROUND REMINDS ME OF THE OLD
PIZZA HUT RESTAURANTS THAT ARE DARK AND DINGY”
Our evaluation groups also suggested a few
adjustments to our tv commercial. A few people
suggested we add a message about downloading
the app
“I’D MAKE SURE THE COMMERCIAL HAS VOICE OVER
OR A SCENE TELLING PEOPLE TO DOWNLOAD THE APP.”
There is a wide range of returns on investment in digital media, so it’s key to be able to evaluate the success of digital ads
quickly and make improvements fast so as to not waste resources. We will measure these touchpoints throughout the
duration of the campaign:
1. Revenue and market share increases specifically
through digital orders through
App downloads
Digital account creations
Digital orders
Online event participation
2. Event participation
3. Promotion participation
4. Social engagement through
YouTube views
Facebook likes
Instagram followers and likes
Twitter retweets and favorites
Hashtags
Website Visitors

27. PERIMETER DRIVE
26
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BEACONS: What They Are, How They Work, And Why Apple’s
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SPECIAL THANKS: JOURNALISM AND MASS MEDIA FACULTY AND STUDENTS PROGRAM DONORS
PRIMARY RESEARCH PARTICIPANTS KRISPY KREME ST. AUGUSTINE’S CHURCH