Pizza HutCase Study

Pizza Hut Facebook Page

Objective • Acquisition of Fans• Engagement

Highlights• Acquisition of fans via applications like 99 celebrations, Red roof Lounge and

Dine with Wine, World Cup Fever, Weekday Special.• Celebrate Life and Watch and Win application created to build high levels of

engagement and interaction.• Achieved a fan-base of more than 1 Million from 2.5 Lacs in just 6.5 months• Time to time Contests like Suggest a Tagline, Tag to win, various food posts, and

other generic posts to build a connect between the brand and fans.• Innovative launch of their new range of Pizzas – Tuscani Singles and Weekday

Special Meal via Facebook.

99 Celebrations

Objective:• Organic growth• Maximum eyeballs to PHC page

Highlights: • Campaign Period: One month• Fans were prompted to share the

application with maximum number of friends.

• Everyday 99 winners were chosen and offered Magic times voucher

• Total number of entries received: 45415

Celebrate Today

Objective:• Celebrate small and mundane things

in life• Build rapport with the fans by

providing a platform of expression.

Highlights: • Fans were asked to share their

moments of celebration with their friends.

• Application had a huge virality factor as it appears on the user’s friends wall who in turn responded with their own celebrating moments.

• We witnessed great response from fans who participated by sharing their close moments of joy.

Tuscani Teaser Phase

Objective:• Garner maximum excitement for the main

launch.• Registrations for the age group 25 – 30 yrs

Highlights: • Interesting teaser posts were deployed to

generate curiosity amongst fans.

• This application generated a lot of buzz amongst the Pizza hut fans.

• Total registrations - 4791

Tuscani Singles Campaign

Objective:• Promote Tuscani Singles amongst the fans.• Increase footfalls in Pizza Hut outlets via

various contests.

Highlights: • Mouth watering food posts on Tuscani

Singles with interesting content published on wall to create awareness and excitement.

• Contest pertaining to Tuscani Singles TVC deployed to make the TVC popular

• Interaction level rose to the figure of 3650 during the period of Tuscani Singles- Launch

Dine With Wine

Highlights:

• Dine with Wine tab created to promote Four Seasons – Wine.

• Interesting posts on Four seasons and

the tab helped create an excitement around the launch of Four Seasons in Bengaluru.

• Liquor promotion within the legal boundaries was a challenge. This was taken care by the tab which had age filter section to target the required audience.

Red Roof Lounge

Highlights:

• Red Roof Lounge application created to build up the excitement before the actual release of the TVC.

• It was the first of its kind which yielded good response from Pizza Hut fans.

• Fans got an opportunity to watch exclusive premiere shows of Pizza Hut new TVC.

• To create exclusivity, premiere shows were restricted to the first 500 fans per show.

Wall based Contests

Highlights:

• Wall based contests at regular intervals drove good engagement on wall.

• Interesting contest ideas were created around Pizza Hut properties.

• Such contests enable greater interaction and minute detailing of Pizza Hut properties.

• Gratifications played an important role in driving traffic towards the contests.

• Suggest a tagline registered a total of 1247 likes and 401 comments in a span of 3 hours.

Watch n Win

Highlights:

• Watch and Win Application created to promote the new Pizza Hut TVC post launch.

• Objective of this application was to achieve maximum views for the TVC

• Questions were put up pertaining to elements in the TVC. This compelled the users to view the TVC repeatedly to answer the questions and win prizes.

• Gratifications along with the uniqueness of the application helped to achieve maximum participation and thus views to the TVC.

ICC Cricket World Cup Fever

Highlights:

• An application which incorporates the core idea of celebrating World Cup centuries with friends and family.

• Users need to register in the application before playing the game.

• During match days, users need to click “Play the Game” button before a batsman crosses 99 runs .

• Once a batsman crosses 99 runs, all the users who played the game gets a voucher which he/she can redeem PH dine in outlets.

• Users were able to print their vouchers directly from the application.

• Total users who participated in the application-134251

• Total number of fans added on the page during this period was 108000

Weekday Special Contest

Highlights:

• App is created to make newly launched Weekday special meal known among users.

• Users to share the page with max friends and 20 top users get free vouchers daily

• Virality of the app helped us achieving more than 1 lakh fans in 3.5 weeks and app is still running.

• WS Meal promotion/ WS app promotion/ Winner’s declaration posts have been the source of interaction in this entire campaign so far.

• Oregano, chilly flakes, ketchup or all three mixed up? What is you favorite sprinkle?

• We all remember our firsts. Whom did you have your first pizza with?

• Taste, flavors and colors creates and bring back memories. Don't you have some memories associated with Pizza Hut? Share them with us.

• Double the fun at Pizza Hut, not the price! With Pizza Hut's King Size Meals, get a bigger platter coupled with a discount up to 32%. So what are you waiting for?

• A click can leave your mouth watering and you craving for our new products shown in the video. Do you dare to click the link: http://goo.gl/2A638 ?

• Good usage of the sound track to drive equity and intrigue around the TVC

Wall Posts – Examples

Total likes on a single post

• 2405 likes with 352 likes for a single post indicates great interactivity and engagement with the brand.

• Non-contest food posts garner maximum likes.

Wall Posts – Huge Response

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