PizzaHut_PlansBook

Executive Summary
Pizza Hut is the company of now.
From stuffed crust to sending a pizza to
space, Pizza Hut’s leaders have never been
shy when it comes to innovation. That is why
they’re a perfect match for Millennials, the
generation of now.
The two things that Millennials love most
in this world are pizza and the Internet. But,
when it comes to combining the two, there is
a disconnect.
Men 18 to 24 and women 25 to
34 have brains perfectly attuned to the
digital world. Nonetheless, somewhere in
those brains are tiny lobes still hardwired to
automatically think of calling when it comes to
ordering food, even going so far as searching
for pizza online but then calling when they find
the number instead of ordering digitally.
Can we rewire those atavistic
lobes? Of course we can. It’s been done
before. Just look at how banks overcame
massive consumer resistance decades ago
and made ATMs the totally matter-of-fact way
to deal with your bank. All it takes is a com-
pelling and rewarding promise promulgated
through consumer media with enough reach
and frequency to lodge that promise in our
consumers’ consciousness.
This, then, is a consumer campaign. A
consumer campaign demands consumer me-
dia, supplemented by paid digital media. But
paid media is not the only answer. It can’t be.
When Millennials log on to their favorite social
networks, they will see in a fun, interactive
manner why the new Pizza Hut app deserves
a spot in their coveted app tray. They will see
acts of kindness, which, while thoroughly
altruistic, nonetheless connect solely through
the digital sphere. When they go to a football
game or a Blake Shelton concert they may
get a first-hand personal experience of the
ease of ordering a pizza at the PizzApp pop-
up store.
This campaign asks and answers one
question with single-minded focus: Are you
really gonna order the Flavor of Now with the
technology of then? Not any more.
1
What is that promise, that hook?
It’s right there in the brief Pizza Hut sent to
the agencies in this pitch: “At Pizza Hut, you
can order in less than 15 seconds . . . on any
device, in just a few clicks.”
Think about how amazing that fact
is: By switching from the technology of then
to the technology of now, you can have your
usual pizza on its way to you in 15 seconds
or less. In 15 seconds or less! That is an
insanely small amount of time. And
insanely compelling to the busy-busy-busy
digital generation.
Consumers don’t download apps
willy-nilly. An app has to earn its place on the
consumer’s laptop, tablet or smartphone. It
has to have an obvious and intrinsic value.
The ability to order your usual pizza
in 15 seconds is that value. The task then
becomes to make consumers aware of that
value and to habituate them to taking
advantage of it.

1 2
3
Position Pizza Hut as the
top choice for customers
who order pizza digitally.
Reach the target of 75
percent of all orders
done online or mobile by
the end of 2015.
2
OUR CHALLENGE
Provide the greatest
digital ordering
experience in the
category.
For reasons of convenience and brevity, we
use the term “app” to refer to an ordering
application on all digital platforms: laptop,
tablet or smartphone. For the purposes of
this campaign, all discussions of apps in
this plan include ordering via www.pizza-
hut.com unless otherwise specified.
Please Note

The quantitative yield of the surveys was used
to direct qualitative probing through focus
groups. The groups were vocal about their
complaints with their pizza ordering method
of choice: calling in. We saw there is a woeful
lack of awareness of the benefits of order-
ing digitally and an even greater absence of
consideration.
The focus groups also buttressed the
quantitative findings on brand loyalty. Simply
put, our target audience does not pledge
unwavering allegiance to any specific pizza
chain. That’s the bad news. But they could be
loyal to an ordering method if there is a suffi-
cient incentive for consideration and adoption.
In short, brand loyalty is not a factor in the
pizza category – but app loyalty can be.
Now the Questions
Research Methods
The assignment we received from Pizza Hut
was so focused, so well defined that research
could be focused very specifically. Digging
around in secondary sources gave us a clear
enough view of the subject to be able to
frame the questions as well as allowing a few
informed hunches to be explored. Phased
original research allowed us to build a solid
picture of what makes our target market tick
as far as ordering pizza goes, as well as
ratifying those hunches.
We carried out a two-phase survey, one an
intercept and the second via an incentivized
Internet push, to measure pizza-ordering
attitudes and experiences. We probed topics
such as ordering habits, ordering experience,
actual and hypothetical ordering preferences,
brand loyalty and incentive and loyalty
options.
WE CAN BUILD ON THAT.
?
3

80% Aware 20% Unaware 82% Aware 18% Unaware
With Pizza Hut there is no lack of brand awareness, so that is not an issue.
Surprisingly, roughly 80 percent of consumers are aware of the ability
to order pizza digitally. However, they are dismally unaware of the benefits
of ordering digitally versus ordering by telephone, namely the ease, accuracy
and amazing speed that can get their usual pizza ordered in
a mind-blowing 15 seconds or less. Right now, 65
percent of the target market does not have any
type of pizza ordering app on their phones. But
research shows that number to be quite
malleable.
Now We Know
KEY FINDINGS
Consumer App
Awareness
Online Ordering
Awareness65%
15%
16%
4%
Pizza Hut
Papa John’s
Domino’s
No Pizza Apps
4
Who Has Who?

Customers who order pizza via telephone are
50 percent more likely to complain about the
experience than customers who order digitally.
Pleasant
Frustrating
Don’t order
this way
258
113
227
443626 28
57
181
Calling In
Online
App
Respondents1% “I have trouble understanding the
person on the other end of the phone”
“Talking on the phone just feels like
such a hassle”
“Person on the phone might mess
up bigger order”
ONEFinding
3
5

2%
4%
Once you go app, there’s no going back.
Those who are aware that a digital pizza
ordering experience exists are
33 percent more likely to complain
about ordering on the telephone than
someone who is not aware of digital.
3%
Pew research established that telephone
phobia (an aversion to talking to someone
on the phone) is a real thing. The number
of young people who use their cellphones
to call every day has declined over 30
percent in the last two years. Anecdotally,
we have all observed this phenomenon
among younger people;
the Pew study
merely confirms
what we
have all
observed.There is a cost-benefit calculation among
smartphone users regarding how much
space an app deserves to take up on their
devices. The Pizza Hut app has to earn its
space, and with ordering your usual pizza
in 15 seconds or less, it will do just that.
TWO THREE FOUR
Consumers do
go online for Pizza
Hut - to look up a phone
number. Then, instead of
staying online, they call
to purchase.
An app must
earn its place on
the consumer’s
device.
Some
Insights
“Wouldn’t use it, would take up too much space”
“Waste of money”
“Deleted it to gain more data”
“Wasted phone space”
6
Finding
Finding
Finding

five six
5%
Our focus group participants were aware
of the miscommunication that can happen
ordering on the phone. But many still
order by phone because they mistakenly
see it as a faster experience. Faster mat-
ters to them.
6%
People are wildly loyal to pizza, not so
much to a pizza brand or chain. They
are loyal to an ordering method, currently
the telephone. This opens up the chance
to create loyalty to a different ordering
method – i.e., online, the technology of
now – if given enough incentive.
Some Insights
In the pizza
category, brand
loyalty is slippery.
Perhaps it would be
more cost-effective
and successful to
attempt to create
app loyalty.
Pizza Hut entered
the Chinese market in
the digital age and almost
all ordering there is
online. Chinese brains
were never hard-wired
to telephone
ordering.
Pizza Hut
Domino’s
Doesn’t matter
Papa John’s
“If you know what you want, when
ordering on the phone you don’t have to
go through menus.”
“I can spend 30 seconds on the phone”
“Just call, order, gets it out of the way”
Rationale for the
technology of then
10%
33%
32%
25%
Where do you
usually order?
7
Finding
Finding

SEVEN EIGHT
7%
We asked consumers how often they vary
their pizza order. 59 percent said that they
usually order the same thing. 38 percent said
that they might vary their order sometimes.
Only a meager 3 percent said that they order
a custom pizza every time. Most people
most of the time just want “the usual.”
8%
In our research 84 percent of our respon-
dents agreed that an automatic loyalty pro-
gram would influence where they would buy
pizza. Based on this finding, we decided to
develop an automatic digital loyalty program
of our own – Hut Bucks.
Rewards Program
Influences Where
Disagree
Agree
16%
84%
An automatic rewards
program is a huge draw to
trial, repeat purchase
and loyalty
An Insight
8
Finding
Finding

Now a Strategy
Millennials’ brains are hard-wired to order
their pizza by phone, even doing things as
ridiculous as searching for a pizza store’s
phone number online and then switching
to a phone call to order. It is the “we’ve
always done it that way” phenomenon, a
societal barrier to entry into many new
things.
Research demonstrates most pizza cus-
tomers do not pledge fierce allegiance to a
specific pizza chain, but they do to a spe-
cific ordering experience, to a large extent
the telephone. Research also suggests
their loyalty to their ordering habits can
be changed with sufficient incentive, that
they can be moved from the technology of
then to the technology of now. It suggests
All executions will, in one way or another,
tie directly to one or all of these messages.
Additionally, each execution will integrate
with the other executions and all will build
on the Flavor of Now concept. The
messages will be delivered through a
substantial media buy aimed squarely at
our target audience and supplemented by
social media and public relations tactics
likewise integrated into the overall
message.
they will download, use and habituate
themselves to online ordering if there is
a strong enough hook to stimulate the
download and an appealing enough reason
to stimulate repeat purchase.
Our strategy to reach the three goals laid
out in the brief, then, is to exploit three
compelling openings, which emerged from
research. The first is the hook, put forward
in Pizza Hut’s own brief, of being able to
order your usual pizza in 15 seconds, the
perceived value, will earn the ordering app
a place on our consumers’ devices. The
second is a program that rewards repeat
online purchase automatically, thereby
stimulating post-download engagement
with this form of ordering over the long
"No. I'M Going to order online."
"Am I really going to order
the Flavor of Now with
the technology of then??"
And to answer that question with:
Simply stated, we are going to move our
consumers to ask themselves a question:
term. The third is habituation, getting peo-
ple comfortable with online ordering.
9

People just like us. Our age.
Now We Plan
Pizza Hut has over 6,300 traditional restaurants in the U.S. and maintains over 15,000
units spanning more than 90 countries. It is no surprise that Pizza Hut is the largest
pizza chain the world. Since Pizza Hut’s beginnings in 1958, ordering pizza by phone
has always been the go-to method. However, even though the first digital pizza order
was placed over 20 years ago, the transition to digital food ordering generally and from
Pizza Hut in particular, has not yet begun in earnest.
Men and women between the
ages of 18-34 who currently do
not order Pizza Hut digitally.
They don’t understand the benefits
ordering digitally provides. They are
mired in old habits.
Ordering digitally is faster, easier,
and more economical than calling.Are you really gonna order the Flavor
of Now with the technology of then?
Millions of people order a variety
of products digitally every day. Why
should pizza be any different?
Pizza Hut Red Roof and/or new logo
Background: Why are we advertising? Who are we talking to?
What would we like
them to think?
What do they
currently think?
What is the single
most persuasive idea
we can convey?
Are there any
creative guidelines
or mandatories?
Why should they
believe it?
Tone of voice?
10

113%The architecture of the current Pizza Hut
ordering app is designed to cater to the
purchasing habits of only 3 percent of the tar-
get audience.
An Insight
NOW
RIGHT
NOW
Pizza Hut’s current ordering app is
beautifully done. It captures perfectly
the Flavor of Now concept in every
detail and does so with notable graphic
excellence and appetite appeal. There
is, however, a question of architecture.
The very detail of the current app’s
structure caters perfectly to the
consumer who wants to compose a
different pizza with every order.
Unfortunately, research suggests that
only 3 percent of pizza consumers do
this. A massive majority of consumers
always or frequently order the same
pizza. While it is possible to order one’s
usual pizza quickly using the current
app architecture, the option preferred
We propose a modification. We must
emphasize that we do not propose a
replacement for the current excellent
app, merely a reshuffling of the order in
which the opening pages appear. With
the initial pages arranged in the order
shown in this concept, the consumer will
in fact be able to order his or her usual
pizza, delivered to the usual address
and paid for in the usual way in 15
seconds or less.
by most customers is not immediately
obvious and available.
How Now Becomes Right Now
The promise is real. This modification
puts that real promise front and center.

Welcome back,, Allie!!
2050
HUT BUCKS
sign out
sign out
THE USUAL
NOT TODAY
USUAL ADDRESS?
NOT THIS TIME
PICK UP AS USUAL
NOT THIS TIME
sign out
HUT BUCKS
2050
sign out
USUAL ADDRESS?
NOT THIS TIME
sign out
HUT BUCKS
2050
pay as usual
NOT This time
ALLIE,
GOT IT!
YOUR PIZZA WI;LL BE
THERE IN
30 MINS
ALLIE,
YOU NOW HAVE
3000
HUT BUCKS
THANKS!
2050
HUT BUCKS
sign out
sign out
THE USUAL
NOT TODAY
USUAL ADDRESS?
NOT THIS TIME
sign out
HUT BUCKS
2050
THE USUAL
NOT TODAY
USUAL ADRESS
NOT THIS TIME
PICK UP AS USUAL
NOT THIS TIME
sign out
USUAL ADDRESS?
NOT THIS TIME
sign out
HUT BUCKS
2050
PICK UP AS USUAL
NOT THIS TIME
OR
If “the usual,” go
to screen 2. If “not
today,” default to
regular app.
If “pay as usual,” go
to screen 4. If “not
this time,” default to
regular app.
Acknowledgement
screen.
Automatic Hut Bucks
tally screen.
If “pick up,” go to
screen 3. If “not
this time,” default to
regular app.
If “usual address,”
go to screen 3. If
“not this time,” de-
fault to regular app.
1 2A 2B
3 4 5
12

Please note the box in the upper right corner of the screen. This is where the customer loyalty program lives.
While being able to order in 15 seconds or less will stimulate trial of online ordering, the loyalty
program, Hut Bucks, will reward repeat purchases and therefore bring about habituation. When each
person initializes her or his file within his or her personal app – archiving preferences for the usual pizza, the
usual delivery address or pick-up and the usual method of payment – a one-time screen will explain that Hut
Bucks will automatically accrue with every order until enough have accumulated to make an order free.
From that point on, Hut Bucks’ seamless and automatic integration into online ordering and the app requires
no extra effort on the part of the consumer. Offering a customer loyalty program exclusively through digital
ordering drives traffic exactly where we want it.
Hut Bucks
PICK UP AS USUAL
NOT THIS TIME
sign out
USUAL ADDRESS?
NOT THIS TIME
sign out
HUT BUCKS
2050
ALLIE,
YOU NOW HAVE
3000
HUT BUCKS
THANKS!
(Note, please, that we do not propose a formula for the accumulation or cash value of Hut Bucks.
This is something for Pizza Hut’s actuaries to work out, according to corporate standards for
couponing and discounting. The numbers shown on the sample screens are for illustration only.)
Loyalty Program
84
Research suggests – insists, in fact – that a rewards
program will alter consumer behavior. The program will
be completely automatic. With every digital order, the
consumer will receive a number of Hut Bucks. When a
sufficient number of Hut Bucks has accumulated, the cus-
tomer will receive a message telling her or him that this
pizza is free.
%%of respondents said that an automatic
rewards program would influence
where they buy their pizzas.
13

SPLITTINGThe
second
modification we
propose to the
existing app addresses and
solves a common problem,
one that, given the social nature of
pizza, we have all encountered. Whenever a group
of friends wants to order pizza, the same situation
pops up. Jim does not have any cash, but he has
his card on him. John only has his card on him, too.
Beth brought cash and a card, but she does not
want to pay for everyone. Sound familiar? This is
because Jim, John and Beth are using the
technology of then to order the Flavor of Now.
A minor modification to the existing Pizza Hut app
can switch the process to not only the technology of
now but also to the culture of now.
With the split-the-bill feature, customers will be able
to do just that: split the bill. A notification will be
sent to each friend on his or her own device where
they then can accept the invitation to divide the bill
up between them. If a friend does not have a Pizza
Hut account, they have the option to put their card
information in manually or Snap a Pic.
THE BILL
14
2050
HUT BUCKS
PAY WITH CASH
DIFFERENT CARD
SPLIT THE BILL
2050
HUT BUCKS
ADD FRIENDS
ADD CREDIT CARD
name
name
name
ALL SET!
sign out sign out
Pizza Hut 2 mins ago
Accept Decline
Allie Napoli has invited you to
Split the Bill
8:22Friday, June 22
If “cash,” then default to
order completed screen.
If “different card,” default to
regular app.
If “split the bill,” move to
“add friends” screen.
This message will appear on
friends’ devices. They may
accept and enter their own
cards or snap a pic of the
credit card.
If“add friends,” enter digital
contact info for those who will
split the bill.
If “add credit card,” then
enter additional credit card
numbers.

And Now A Word From Our Sponsor
In “Cradle” a loving but tired mommy
grabs a few valuable seconds of freedom to
order her usual pizza. In “Bubble Wrap” an
average Joe needs to finish popping every
bubble on the most entertaining piece of
In ‘Postcards from the Edge,’ Carrie
Fisher’s character memorably observed,
“The problem with instant gratification is that it
takes too long.” That 1990 line presaged the
mindset of the generation of now.
Everybody’s doing something. Always.
Everybody worries about not having enough
time to do the things they have to do. To the
generation of now, time has become a rare and
precious commodity.
Our television promises the amazing reality
of being able to order a pizza in 15 seconds.
ANNCR: If you suddenly find your-
self with 15 whole seconds of your
very own, order your usual pizza
delivered to the usual address and
charged to the usual card.
SFX: baby begins crying
Hand comes back into frame, begins
rocking cradle again. Baby quiets.
ANNCR: Okay, play time’s over.
ANNCR: Download the PIzza Hut
app to your laptop, tablet or phone
and get the Flavor of Now now.
(Hand rocking cradle. Hand stops
rocking cradle, leaves frame.)
FV/O: (sighing) Finally.
Cradle
Each execution shows someone doing
something. The person pauses for a real-time
15 seconds then returns to the something.
During the 15-second pause, our rather
hard-sell sales message plays. In a sense, it’s
the digital age’s equivalent of an old-timey
product demonstration commercial.
packing material ever created, but not before
he knows his usual pie is en route. In
“Wedding” a young bride sees just how
quickly her new hubby can order the
Flavor of Now for the two of them. Our sales
message will run in the 15-second hiatus,
emphasizing either the 15-second ordering
message or the Hut Bucks reward program.
Each 30-second commercial ends with
the Pizza Hut identity as well as the Flavor of
Now message, integrating the Flavor of Now
with the technology of now.
15

Popping stops. Hand leaves fame.
ANNCR: Just relax. Order your usual
pizza delivered to the usual address and
charged to the usual card in 15 seconds
or less. Then get back to the important
stuff. Like cheap stress relievers.
SFX: Popping sounds ANNCR: Download the Pizza Hut app on
your laptop, tablet or phone and get the
Flavor of now. Now.
TS of couple in wedding garb
SFX: muted organ music
PRIEST: You may now kiss the bride
SFX: cheers, clapping
TS of groom’s hand pulling away from
embrace.
ANNCR: When you download the Pizza
Hut app, order any time, anywhere
in 15 seconds or less. When you’re
enrolled in the Hut Bucks reward
program, you can start a tasty little
nest egg.
TS of groom’s hands going back
around bride’s waist.
SFX: audience sighing
Announcer: Download the Pizza Hut
app to your laptop, tablet or phone
and get The Flavor of Now now.
Bubble Wrap
Wedding
Hand re-enters frame. Popping sounds
begin again.
16

#15SecondChallenge
The #15SecondChallenge is a
participatory demonstration of how fast 15
seconds really is. For 15 days, Pizza Hut will
challenge its customers to record themselves
doing certain tasks such as eating a slice of
pizza, doing 10 push-ups and unrolling a roll
of toilet paper in only 15 seconds or less. Any
customer who is able to pull off the stunt on
video can post the record of their meeting the
challenge to YouTube, Instagram, Facebook
#15SecondChallenge #PizzaHut
#15SecondChallenge #PizzaHut
and Twitter, hashtagging
#15SecondChallenge.
Anyone who meets the challenge
receives Hut Bucks to credit
digitally to their app. Prior to this
campaign, Pizza Hut will promote
the #15SecondChallenge
through all of their social media
accounts as well as with
sponsored BuzzFeed articles.
17

Random Acts of Pizza
Reddit, often called the front page of the
Internet, is an online community with
message boards tailored to certain interests
called subreddits. One existing subreddit, Ran-
dom Acts of Pizza, centers around two things:
pizza and kindness. Users share stories about
their need for pizza in hopes that someone will
fulfill their request. We will be that someone.
Pizza Hut will create a reddit account and respond to
users, perhaps 10 per day, sending E-gift cards in response to
different stories posted throughout the day. Each Pizza Hut
response on the Random Acts of Pizza site will make plain that
the gift pizza is redeemable via the online ordering app, a
message that will be seen by each and every follower of this
pizza-focused subreddit.
Research substantiates that Millennials react
very positively to businesses that incorporate
charity and social responsibility into their corpo-
rate culture. This simple promotion is, first and
foremost, charitable, but itntegrates that charity
directly to Pizza Hut’s promotion of online order-
ing. Conducting the entire transaction in the digital
realm – from request to response to fulfillment –
reinforces and integrates the message of speed
and ease.
Random Acts of Pizza User: Broke college student stuck
in the library studying for finals. I could really use a meal.
Pizza Hut: Sending an E-gift card right now, redeemable
online or on the Pizza Hut app. Try a Five-Alarm Flavor of
Now. Thanks for all your hard work!
Random Acts of Pizza User: Anyone want to send a pizza
to the Boston Fire Department?
Pizza Hut: Let us spice up your meals. Try a Flavor of
Now pizza, on us. Here’s an e-gift card redeemable online.
It’s fast, easy and incredibly tasty.
Random Acts of Pizza User: I’m running out of ideas and
money for groceries. My kids are tired of mac and cheese
every night. Can you help a mother out?
Pizza Hut: Keep hitting the books. While you’re at it,
we’re sending you an E-gift card right now, redeemable
online or on the Pizza Hut app.
18

BuzzFeed
We know that Millennials lead busy lives. BuzzFeed
turns engaging, otherwise lengthy content into
short, easy-to-read articles, infographics or quizzes
that Millennials simply eat up (pun intended).
Millennials love it, and that shows. BuzzFeed has
over 175 million unique visitors, half of whom are
18 to 34 years old. BuzzFeed clients have a 42
percent increase in purchase intent.
MILLENNIALS
BuzzFeed’s creative team really gets Millennials.
Through paid posts, BuzzFeed will work with Pizza
Hut to create content based on the technology of
now, and being able to order in 15 seconds or less,
that will engage Millennials. From quizzes to find
which Flavor of Now pizza suits your personality to
lists of the greatest pizza innovations of the 21st
century, ending with being able to order in 15 sec-
onds or less, of course.
BUzzY LIVES
LIVE
19

PizzApp Pop-Up Digital Café
The PizzApp Pop-Up Digital Café will draw
customers into the digital ordering expe-
rience first hand. Pizza Hut will construct
several portable pop-up pizza stores to be
deployed in high foot-traffic environments
such as sporting events, Blake Shelton con-
certs, perhaps even in bustling downtowns
or on college campuses.
20
The exterior walls of the Café will be lined
with six to eight very large touch screens
that display an oversized version of the
current, visually appealing ordering app
(minus the 15-second “usual pizza” screen,
of course). Customers can order and pay
for their Flavor of Now pizzas straight from
the screens. Once the order is complete, the
kitchen prepares their meal, which will be
available for pickup from the central kitchen.
The PizzApp Café will introduce multitudes
of consumers to the ease and efficiency of
on-screen ordering, the first step in habit-
uation. At the end of each order, the final
screen message will invite the customer to
take advantage of the Pizza Hut app on their
personal laptop, tablet or phone and will end
with the 15-second promise for ordering their
usual pizza.

This is a consumer campaign,
and the message must reach the millions of people
in our target audience with enough frequency to
ensure recall. This means a big media buy against
judiciously indexed audiences. For men, it will be
Adult Swim, Comedy Central, ESPN, ESPN2, Fox
Sports 1, MTV, Spike and TBS. For women: MTV,
TBS, TLC and VH1.
CABLE TV RATIONALE&
Our second flight of media buys is primarily
sports-weighted, centered around the World Series,
because the only things that sports fans love more
than the big game are their phones and tablets. We
found that 86 percent of viewers are on their tablets
while watching sports, and an astounding 89 percent
are using their smartphones. By catching consumers
with either of both devices in hand, they will be more
likely to order digitally.
Our digital media will not only
reach a large audience, it will reach the
right one. YouTube reaches 35 percent
of all U.S. Millennials. At only $0.20 CPV
we will be getting more than a bang for
our buck – we will get a massive explosion
for our buck.
DIGITAL RATIONALE
BuzzFeed has a reach of over 87.5
million people in our target market and clients have
a 42 percent increase in purchase intent once on
the site.
What’s on Right Now: Media
We will go dark for four
weeks to avoid fatiguing our creative,
shifting to digital media during this
time. (See media flow chart.)
Hulu also indexes
extremely well against Millennials,
reaching 26 million viewers aged
18-34. With Hulu’s advanced
audience targeting capabilities, we
can be sure that we are reaching the
right eyes.
21

We will use Double Click, a third-party ad server, to track clicks,
click-through rates and impressions on all platforms. Hulu and
YouTube will use audience-targeting tools to ensure we are re-
ceiving the impressions we’ve paid for—YouTube through PPC
and Hulu through CPM. These platforms will also use frequency
capping to ensure proper viewing frequency for each viewer.
On BuzzFeed, we will track content performance in real-time
using BuzzFeed’s social dashboard.
For our Random Acts of Pizza Campaign on eddit, we will
measure the effectiveness through positive sentiment on
Pizza Hut’s other social media accounts, as well as the
upvote/downvote system embedded in reddit itself. We will
also compare the number of E-gift cards issued by Pizza Hut
versus the number redeemed. Because this campaign deals
more with corporate responsibility and charity, we are less
worried about the raw numbers for this, placing more value
on the number of hungry people being helped.
During our #15SecondChallenge campaign, we will monitor
the number of posts using the designated hashtag, as well
as the number of Hut Bucks awarded throughout its 15-day
span. Other than social engagement, we will measure the
success of the campaign through viewing the total number
of Pizza Hut app downloads. If there is a spike during the
15 days the campaign is running, it will be deemed a suc-
cessful venture.
The PizzApp Digital Café concept’s success will be measured,
first, through participation. If there are lines down the block,
excellent. We will survey a random sample of participants in
regards to their experience. If there is a spike in Pizza Hut
app downloads in the location of the event, it will be consid-
ered a success.
Success on cable TV will be measured through the total number
of viewers with the national cable network ratings. Customer con-
version will also be measured through spikes in app downloads
and increased traffic to the Pizza Hut website and social sites,
correlating shifts in downloads and digital traffic to programming.
Social and Public Relations
So Now What?
Cable TV
Digital
22

Rewards
Habit
Speed
HOW
IT
INTEGRATES
Cable
Buzzfeed
Pop Up
Shop
15 Second
Challenge
YouTube
Reddit
Digital
Channels
23
. . . . . . . . . . . .
. . . . . . . . . . . .
. . . . .
. . . . .
. . . . . . . . . . . .
.........................
..........................
. . .

2015 Media Flowchart
24
2015 Paid Media
Flowchart
Media
Channel Jun Jul Aug Sep Oct Nov Total
Impressions Total
Spend
Cable
TV

(30GRP
x
3
Weeks
per
channel)
Adult
Swim
Spending 62,160,000 $2,872,620.00
Daypart

Audience
Comedy
Central
Spending 42,180,000 $2,872,620.00
Daypart

Audience
ESPN
Spending 57,720,000 $7,837,200.00
Daypart

Audience
ESPN2
Spending 24,420,000 $4,162,050.00
Daypart

Audience
Fox
Sports
1
Spending 110,200,000 $7,837,200.00
Daypart
PRIME
TIME
Audience Men
18-‐34

MTV
Spending 75,480,000 $7,837,200.00
Daypart

Audience
Spike 31,080,000 $2,872,620.00
Spending
Daypart

Audience
TBS 53,280,000 $4,162,050.00
Spending
Daypart

Audience
TLC 37,740,000 $4,162,050.00
Spending
Daypart

Audience
VH1
Spending 99,900,000 $7,837,200.00
Daypart

Audience
Digital

Hulu
Spending
($35
CPM) 285,714,285 $10,000,000.00
YouTube
Spending
($5
PPC
for
1,600,000
Clicks) 400,000,000 $8,000,000.00
BuzzFeed

Spending
($7.5
CPM) 400,000,000 $3,000,000.00
Media
Total
Production
Total
Grand
Total
EARLY
FRINGE
WOMEN
(18-‐34
with
Children)
MEN
18-‐34
EARLY
FRINGE
MEN
+
WOMEN
(18-‐34)
PRIME
TIME
MEN
+
WOMEN
18-‐34
LATE
FRINGE
MEN
18-‐34
LATE
FRINGE
$8,047,190
$81,500,000
LATE
FRINGE
MEN
18-‐34
Men
18-‐34

$73,452,810
PRIME
TIME
WOMEN
(18-‐34
with
Children)
PRIME
TIME
Men
18-‐34

EARLY
FRINGE

Citations
AdMall for Agencies
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Bosomworth, D. (2015). Mobile Marketing Analytics, Mobile-Marketing
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marketing/mobile-marketing-analytics/mobile-marketing-statistics/
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Advertising and Digital Media Sales Intelligence. N.p., n.d. Web. 02
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Kantar Media SRDS
Kelso, A. (2014, June 27). The (half) year in review for the pizza segment.
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articles/the-half-year-in-review-for-the-pizza-segment/
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als-are-there- in-the-us-anyway-30401/
“Mobile App Statistics - July 2014 Round-up.” Smart Insights. N.p., 08 July
2014. Web.eb. 2015.
Nielsen
Pizza Hut Customers In the United States. (2014, January 1). Retrieved
March 25, 2015, from http://www.admall.com/mallmap/boosters/
audience_rpt.cfm?isreport=Y&MediaType=22&AIGroupID=All&AIA
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Spangler, T. (2013, January 1). Hulu No. 2 on Videos Served Behind
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Multichannel.com
http://www.multichannel.com/news/video/hulu-no-2-videos-served-
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Stone H., C. (2014) 39% of College Students Like Internet Advertising.
Audiencescan.com
http://www.audiencescan.com/college-students-prefer-internet-
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Therno, R. (2015). Mobile app promotion methods
Smartinsights.com
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https://www.youtube.com/yt/press/statistics.html
25

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