TEAM #220

launch your[app]etite

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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 summaryPizza 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

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ObjectivesThe Research tacticsIn 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 ChallengeWe 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.

LandscapeIn 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.

targetMillennials 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+

SurveyResponses

Projective Techniques

ConceptTests

UsabilityTests

In-depthInterviews

In-storeInterviews

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 GroupsHeld

4

Secondary ResearchPieces

152

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The Millennial

pizza hut perceptionWhen 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%

Havechildren? 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 C K

C R U S T

mom’s favorite

tast

y

RED HUTdiverse

options

quick

family oriented HEAVEN

good wings

pizzaafter

soccer

YUM

personal pan pizzas

cheese sticks

family fun pizza nights

CO

OL

deals

deep

dis

h

UNHEALTHY

quick

S U BP A R

overcooked tasty

average

birthdayp a r t i e s

greasy

forgottenlowend

average

new

crus

t

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 perceptionFocus 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

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technographics

Millennials & TechnologyMillennials 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

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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

SamAge: 19

LeslieAge: 33

MikeAge: 24

Personas

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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

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Pizza Hut then and now

1958 1967 2000 2010 2014 present

ThenThe “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.

NowOut 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.

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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

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Key insightS & solution

Communication ObjectivesThe 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 messageMaking the unconventional, conventional

Why it mattersPizza 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 PersonalityEmpowering, 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

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?

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The Big Idea

Message Strategy & TacticsThe 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 AppetiteThe 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.

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Mobile App & Oniline Ordering

Digital Ordering ExperienceAccording 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 trackingTo 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 PayPizza 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.

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scan feature & Reward system

photo scan & audio syncIn 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

Launch Event

Hunt for the hutWe 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.

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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 orderThis 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.

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Television

30-second tv commercialWith 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.

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Digital

xbox & Spotify marketingFor 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 marketingEmail 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.

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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

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Events

Game day food TruckIn 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-offAs 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.

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Social

snapchatSnapchat 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 QuizResearch 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.

HashtagHashtags 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.

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Public Relations

gluten-free pizza partyPizza 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.

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Usability & Concept Testing

Usability Testing AnalysisThe 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 AnalysisThe 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.”

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Media Plan

Event MediaA 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 scheduleThe 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 CostDigital/OnlineApp 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  MediaFacebook 3,800,000$                                      Instagram  Account -­‐$                                                              Twitter 2,400,000$                                      Snapchat 2,250,000$                                      PrintGame  Informer  Magazine 2,360,412$                                      Sports  Illustrated 3,348,000$                                      People  Magazine 3,770,900$                                      Direct  Mail 3,500,000$                                      SEOAdwords 26,950$                                                TVSportscenter 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/PRApp -­‐$                                                              Snapchat -­‐$                                                              Facebook -­‐$                                                              Buzzfeed -­‐$                                                              Guerilla  marketing -­‐$                                                              Event  materials/insurance 13,750,000$                                Times  Square  Billboard 300,000$                                            Out  of  HomeMovie  Theatre  Previews 3,000,000$                                      Pizza  Hut  Truck 200,000$                                            Launchpad 15,250,000$                                Chef  cook-­‐off 25,000,000$                                

107,932,550$                            

[25]

Media PlanOut of HomeResearch 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 & OnlineThe 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 YOURAPPETITE

12%

13%

.02%

18.8%

7.8%

8.1%

Out of Home

Social Media

Adwords

Digital/Online

Television

Print Ads

Events

Social MediaSocial 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]

Campaign evaluation6 month campaignQuarterly 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

ProjectionsBy 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 monthscampaign:

Over 6 Millionapp Downloads!

1 Billionimpressions

Return on Investmentof10%

Over 6 Millionapp Downloads!

1 Billionimpressions

Return on Investmentof10%

Over 6 Millionapp Downloads!

1 Billionimpressions

Return on Investmentof10%

[26]

[27]

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[2] Dougherty, H. (2009). Experian marketing services: Tis the season of online coupons. Retrieved from http://www.experian.com/blogs/marketing- forward/2009/01/15/the-season-of-online-coupons/

[3] Fromm, J. (n.d.). No matter how you slice it, here’s why Millennials love pizza. Retrieved from http://millennialmarketing.com/2013/05/no- matter-how-you-slice-it-heres-why-millennials-love-pizza/

[4] Horrigan, J. (2008, May 18). Cell phones and online resources. Retrieved from http://www.pewinternet.org/2008/05/18/buying-a- cell-phone-and-online-resources/

[5] Kantar Media: SRDS. (2015). Retrieved from http://next.srds.com/nmp? newsess=y

[6] Keeter, S., & Taylor, P. (2009, December 10). The Millennials. Retrieved from http://www.pewresearch.org/2009/12/10/the-millennials/

[7] Marketing to Millennials - US - February 2014: Demographic characteristics of Millennials. (2014, February). Retrieved from http://academic.mintel .com/display/695048/?highlight#hit1

[8] Millennials in Adulthood. (2014, March 7). Retrieved from http://www. pewsocialtrends.org/2014/03/07/millennials-in-adulthood/

[9] Nielsen. (2014). Recipe for success: 86 million americans visited food and cooking websites. Retrieved from http://www.nielsen.com/us/en /insights/news/2014/recipe-for-success-86-million-americans- visited-food-websites.html

[10] Pizza Hut. (2015). Retrieved from http://www.pizzahut.com

[11] Pizza Restaurants. (2014). Industry Market Review. Retrieved from clients.ibisworld.com

[12] Pizza Restaurants- US- November 2013. (2013). Mintel Academic. Retrieved from academic.mintel.com

[13] Rainie, L. (2006, September 28). New workers, new workplaces: Digital natives’ invade the workplace. Retrieved from http://www.pewinternet.org/2006/09/28/new-workers-new- workplaces-digital-natives-invade-the-workplace/

[14] Sterling, G. (2014, July 5). Survey: Best way to reach Millennials is on social media. Retrieved from http://marketingland.com/survey-best-way- reach-millennials-social-media-91241

[15] Suddath, C. (2014, April 25). The Millennial way of shopping: More careful, durable, and frugal than you think. Retrieved from http://www.bloomberg.com/bw/articles/2014-04-25/millennials- are-careful-frugal-shoppers-who-buy-for-the-long-term

[16] Technomic. (2015). Consumer Trend Reports. Retrieved from http://www.technomic.com/reports_and_newsletters/consumer_ trend_reports/

[17] United States Census Bureau. (2013, June 13). Newsroom. Retrieved from http://www.census.gov/newsroom/press-releases/2013/cb13-112. html

[18] United States Census Bureau. (2012, January 1). Retrieved from http://www.census.gov/population/age/data/2012comp.html

[19] United States Census Bureau. (2012). America’s families and living arrangements: Adults (A table series). (2012, November). Retrieved from http://www.census.gov/hhes/ families/data/cps2012A.html