R O L L I N G H I L L S A D V E R T I S I N G A G E N C Y

T E A M # 1 2 2

TA B L E O F C ONT ENTS

res e a r c h . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

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C R E AT I VE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 0

SA L ES PR OMOT I ON . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 9

M E D I A & BUD G E T . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 0

C AMPA I GN E VA L U AT I ON . . . . . . . . . . . . . . . . . . . . . . . . . . 2 4

W R A P U P . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

1

ex e c u t i v es ummary

c amp a i gno b j e c t i v e s

• Position Pizza Hut as the top choice for customers who order pizza digitally by enhancing the digital interface and creating a new incentive to engage Millennials.

• Provide the greatest digital ordering experience in the pizza industry.

• Reach the target of 75 percent of all orders done online/mobile by the end of 2015.

Let’s take a minute and imagine a perfect situation. It’s the last quarter of your favorite team’s championship game. You can’t walk away or you’d miss a play, and you can’t make a phone call because it would interrupt the game. But there’s one problem, you and your friends are starving. What do you do? You instantly remember how awesome the new Pizza Hut app is and all your questions are answered. You jump on your phone, log into your account, grab the coupon code, and BOOM; your pizza is on its way.

Wow, impressive right? You didn’t miss a second of the game, you ordered pizza to feed everyone, and all for an affordable price. All of a sudden your team makes the game winning touchdown, and the doorbell rings. Your pizza has arrived. Now, bask in that remarkable situation and indulge in your pizza.

With an unbeatable experience like that, it’s easy to understand why Pizza Hut dominates the pizza industry’s market share making up 15.3 percent. Although Pizza Hut is a key player in the market, the stereotypes of their brand are hindering their potential growth, compared to their competitors, like Dominos, Papa Johns and Little Caesars.

With their recent inability to capitalize on the increase of online ordering, it is crucial for Pizza Hut to create a user-friendly online and mobile ordering experience that also connects them with Millennials on a deeper level.

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p r im a ry r e s e a r c h

ins i g h t s

3

• The overall opinion of Pizza Hut is negative,

but many people are not aware of the recent

updates they have to offer.

• Millennials believe Pizza Hut is greasy and

outdated.

• Pizza Hut is not viewed as highly as its

competitors.

• Convenience, simplicity, and customization are

important to Millennials

• New app is visually appealing and user friendly.

f o c u s g r ou p i n s i g h t s

• Eating out with friends ranks highest in Millennials’ leisure activities.

• Facebook, Twitter and Instagram are the most frequently used social media sites.

• Domino’s is the preferred pizza chain among the Millennial demographic.

• 50 percent of Millennials are not brand loyal to any particular pizza establishment.

However, Pizza Hut falls under the top three choices of take out and delivery

pizza.

• Phone orders are currently the most common way of ordering pizza.

• Millennials are intrigued by using a mobile app to order food and decrease wait

time.

• 59 percent had never used a mobile app to order pizza.

• 62 percent of respondents choose a restaurant based on the taste.

Surv ey i n s i g h t s

4

• Customers were influenced to dine in because

of Book It! Program coupons.

• Wing Wednesday was found to be highest day

of dine-in traffic.

• Majority of customers were there to share their

dining experience with friends or family.

• Customers said they prefer pizza from other

restaurants but came to Pizza Hut for other

menu items other than pizza (ex.wings, pasta,

salads).

i n - d e p t h c u s t om e ri n t e rv i ews

• Low to no wait time at Little Caesar’s.

• Personable and friendly employees at Domino’s.

• Papa John’s has the highest menu prices.

• Pizza Hut restaurants are out of date and

experience low traffic.

p i z z a c h a i no b s e rv a t i on

5

s e c ond a ry r e s e a r c h

M i l l e nn i a l s C a r e• More than 4 in 10 Millennials make an effort to buy from

companies that support issues they believe in, take an active

role in the community, or donate to charities.

• More than 4 in 10 Millennials agree that buying something that

makes them feel good about themselves is very important to

their purchasing decisions.

R e e l Em ' I n• Marketing campaigns are most effective when designed to be

multichannel.

• Millennials are driven to create their own content and have a

desire to be involved.

• 43 percent of Millennials only want emails from companies if

they offer something in return.

• 74 percent of Millennials say the most important factor when

making a purchasing decision is getting the most value for their

money

K e e p i n g U p W i t h M i l l e nn i a l s

• Millennials account for the target adult generation with nearly

one quarter of the demographic

• They spend roughly $1.4 million annually in the United States.

• Millennials are drifting away from voice calls and moving toward

digital communication.

• 29 percent of consumers ask their friends and family which apps

to download. B i g H e a r t s ,B i g Mov em en t s

• 62 percent of Millennials are influenced by cause marketing.

• 57 percent of Millennials investigate or buy products related to

cause marketing.

• Television is the primary way consumers learn about cause

marketing.

• Top causes consumers think companies should support are

health related, children’s welfare, education, and poverty.

• The most appealing cause marketing strategies are making a

donation regardless of the number of products sold and matching

time/money donations.

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TH E P I Z Z A I NDUSTRY

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When it comes to the Pizza Industry, there are four major players

in the market: Pizza Hut Inc., Domino’s Inc., Little Caesars, and

Papa John’s. Pizza Hut Inc. makes up the majority of pizza chain

restaurant industry with 15.3%, followed by Domino’s with 9.7%,

Little Caesar’s with 8.1%, and Papa John’s with 6.5%. Aside from

these four major players in the Pizza Industry, the remaining 60.4%

market share goes to independent pizza parlors and pizza delivery

stores.

Due to recent technological trends, pizza chains are shifting gears

towards catering to consumers through integrated online and digital

marketing campaigns. Key market drivers within this industry consist of

convenient ordering and delivery, recognition of consumer preferences,

and building loyalty among the brand with incentives.

TA R G E T M ARKE T R AT I ON A L E

After extensive primary and secondary research through online surveys, personal interviews, focus groups, and in-depth investigations into the

pizza industry we were able to uncover the most prominent demographic to target. The Millennial demographic comprised of men and women

ages 18-to-34, demonstrate the personalities and lifestyles that are synonymous with the direction Pizza Hut i s

moving toward. Millennials are constantly searching for convenience, personalization, technological

advances, and social movements. This campaign derives itself from these characteristics in order

to gain acceptance and connections with this demographic.

Once we established the Millennial demographic we dug deeper into their attitudes,

interests, and opinions. PRIZM Market Segmentation revealed Striving Singles and

Young Accumulators as the best segments to pursue.

The younger demographic of Millennials can be described as Striving

Singles who are in their twenties, single, and typically have lower incomes.

They have part-time jobs while completing their college degrees. Striving

Singles rank highest in participating in outdoor sports, watching movies,

and eating fast food.

Millennials who make up the older demographic fall under the Young

Accumulator lifestyle PRIZM group. They generally have a 4-year

college degree and work a combination of white collar and professional

jobs. Young Accumulators typically live upscale lives in suburban and

exurban areas with mid-sized homes. They favor outdoor sports, kid-

friendly technology, and lean toward media such as cable networks

targeted toward children and teenagers.

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c onsum e r p r o f i l e s

Michael is a recent graduate of a 4-year college who is currently working full-time in the professional

world. He is very health conscious, works out several times a week, and follows a healthy diet.

Michael commonly dines out with friends, streams his favorite shows via Internet, stays active,

and enjoys going out to the movies on occasion. As a Millennial, his habits directly relate to this

category. When ordering takeout or delivery, he makes his purchases through online websites,

however, he is very likely to use a mobile application. Taste and discount options play a major role

in Michael’s restaurant decisions.

me e t m i c h a e l

Amanda is an active Millennial that considers herself healthy but doesn’t mind indulging into

unhealthy habits once in awhile. Amanda aspires to make a positive impact in her community

through activism and volunteering. She often finds herself dining out to eat with her college friends.

When considering what restaurant to choose, taste is usually the deciding factor. She’s tech savvy

and is always looking for discounts and deals. As technology has become more prominent in her

life, she surfs the Internet to learn more about companies and brands. She prefers ordering pizza

off her mobile device application and is constantly connected to her technology.

me e t am and a

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c r e a t i v e s t r a t e gy

Pizza Hut’s new creative strategy campaign is a social movement, delivering the message, “Pizza, & So

Much More.” The driving force of this campaign is the idea of “so much more”, connecting consumers

with Pizza Hut and giving back to the community. By branching out to help charities across the United

States, Pizza Hut’s plan is to increase ordering through the mobile app, while helping to solve nationwide

problems.

The campaign will integrate the “Pizza, & So Much More” theme into all creative executions, across all

platforms. This will occur through three phases across a six month time period.

It is essential to focus on mobile app promotions to reach the technologically savvy Millennial generation.

Creative advertising will convince Millennials that Pizza Hut is supporting local charities and providing

high quality, delicious pizza. Pizza Hut will offer interactive promotional strategies to encourage and

engage consumers to DOWNLOAD | INDULGE | DONATE.

Pizza Hut will be expanding their campaign above and beyond. In July 2015, Pizza Hut will be introducing

talk show host Ellen DeGeneres as the face of the campaign, where she will grab the viewer’s attention

and encourage Millennials to give back to the community.

TH E B I G I D E A

EX E C UT I ONS

C R E AT I VE STR AT E GY

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c r e a t i v e s t r a t e gy ex e c u t i on

Pizza, & so much more

30 days | $10 million | 4 charities

Introduce “The Ultimate Pizza Party!” Offer $10 million donation match for 10 million app downloadsSend emails with coupons and discounts on various mediums.

• Internet• Magazine• Television• Transit• Social Media

• Internet • Television• Magazine• Social Media

• Internet• Magazine• Email• Social Media

Introduce the four charitiesCampus reps push downloads and regional Pizza Hut Point competition Introduce “Ellen’s Campus Takeover”Send emails with coupons and discounts on various mediums.

All phases will allow the target demographic to interact with the campaign and connect with Pizza Hut on a personal level.

Emphasize online and mobile orders with coupons to earn Pizza Hut Points Countdown to “The Ultimate Pizza Party!” Announce winner for the “Ellen’s Campus Takeover!”Send emails with coupons and discounts on various mediums.

So Much More A Job Well Done

p h a s e :t h r e e

p h a s e :two

ph a s e :on e

•”The Ultimate Pizza Party!” Introduction• Groupon• Email

• “Ellen’s Campus Takeover!” • Email• Radio

• Announce Contest Winners• Billboard

July 1 - july 31 Aug. 1 – Oct. 31 Nov. 1 – Dec. 31

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Pizza Hut is kick starting its “Pizza, & So Much More” campaign with the first promotion, 30 days | $10 million | 4 charities. For the first 30 days, Pizza Hut will donate $1 to one of the four charities of the user’s choice, for every single download up to $10 million. Pizza Hut will push app downloads, by rewarding the user with a $2 off coupon on their next purchase, which has to be used within 24 hours.

Along with this kick-start, Pizza Hut will introduce Ellen DeGeneres as the face of the campaign, along with regional campus reps at universities across the nation. A brief introduction of “The Ultimate Pizza Party!” will occur featuring a mystery destination, where users who download the app and make a purchase will automatically be entered to be apart of the most epic pizza party, where everything is out of the ordinary.

Ellen will tie 30 days | $10 million | 4 charities and “The Ultimate Pizza Party!” together with a commercial to present the campaign with the message from Ellen, “I Dare You To Download” and to simply, DOWNLOAD | INDULGE | DONATE. Transit advertisements and social media platforms, Twitter, Facebook and Instagram will be utilized to send out this message.

Phase One will consist of a series of emails that are sent the first and 15th of every month with featured promotions to the app users. Groupon discounts will be available on the 17th of every month and will be active for a week. These promotions will continuously run throughout the duration of the campaign.

c r e a t i v e - p h a s e on e Ju l y 1 , 201 5 - Ju l y 3 1 , 201 5

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Mag a z i n e

This Pizza Hut magazine ad will feature peel off photos of the new line of pizzas while promoting the mobile app. Underneath the peel off photos will reveal the four sponsored charities and 10 percent off their next pizza order.

Above is another peel off magazine ad that features the new line of pizzas and encourages mobile app traffic. When the consumer peels away the photo, a 10 percent off promotional code will be revealed.

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d i g i t a l m e d i a

This design is a part of the series of emails that will be emailed out to consumers. Each ad will entice consumers to order off of the mobile app or online, with promotional codes.

Above is an example of a Facebook ad promoting the 30 days | $10 million | 4 charities challenge to download the mobile app.

This is a Groupon ad enticing mobile app users to utilize

promotional monthly discounts.

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t e l e v i s i o n s p o t

Ellen walks into frame. She struts down a New York style sidewalk dancing, waving to people and grooving.

A stagehand pushes a chair behind Ellen; she dances over and sits in the chair for a moment as the confetti continues to fall. “My friends over at Pizza Hut are donating 10 million dollars to four great charities for 10 million app downloads. The challenge is 30 days, 10 million dollars, and four charities. I dare you to download.”

Funny banter with crewmembers can be heard as she gets out of her chair to walk off of the set. Crewmembers can be seen with confetti guns and camera equipment.

Commercial cuts to text on the screen; DOWNLOAD | INDULGE | DONATE. Ellen’s voice can be heard saying, “Pizza, & So Much More.”

Ellen continues to strut and dance down the sidewalk while a Pizza Hut pizza box is tossed at her to catch. She catches the box, pulls out a slice of pizza, takes a bite, and tosses the box out of the frame.

Various shades of red confetti are blown at Ellen from both the left and the right sides of the screen.

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c r e a t i v e - PH A SE two Au gus t 1 , 201 5 - O c t o b e r 3 1 , 201 5

Phase Two will emphasize the four different charities Pizza Hut and users are donating to. Commercials featuring Ellen visiting the charities and informing viewers of these charities will be shown across the nation, giving consumers a greater insight on where they can potentially donate to.

Along with these commercials, “The Ultimate Pizza Party!” as commercial teaser will be dropped building up hype about the party you don’t want to miss out on, in an unknown destination.

As campus regional reps are continuously promoting downloads of the app, “Ellen’s Campus Takeover!” is introduced featuring Pizza Hut Points. “Ellen’s Campus Takeover” gives the university campuses in regions across the United States the opportunity to have Ellen come to their campus and film her show on November 12th, the winner is announced November 1st. The Pizza Hut Points are calculated based on a point system through purchases on the app and online, which will reward the consumer with specific coupons and discounts. Pizza Hut Points do more than give coupons and discounts, they are also the deciding factor of who the winner of “Ellen’s Campus Takeover!” will be; the more points, the more likely that region will win. Information on “Ellen’s Campus Takeover!” will be spread through radio spots and word-of-mouth.

Within this phase, National Pizza Day occurs. There will be a nation-wide Snapchat story sponsored by Pizza Hut, where consumers can submit their personal 6-second stories of anything pizza related.

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r a d i o s p o t TV s p o t

Th e U l t i m a t e P i z z a P a r ty !

T e a s e r

Female

Description

Gender

Item

Unit of Space

Target Demographic

Character/Narrator

Vocal Direction

Suggested Music

Suggested Sound Effects

30 seconds

Men & Women 18-34

Celebrity announcer Ellen DeGeneres

PSA

"The Ellen DeGeneres Show Theme Song"

N/A

(Fade In and Under) “The Ellen DeGeneres Show Theme Song”

Oh hey, Ellen DeGeneres here. Want me to come to your college campus, and do a live recording of my show? If you answered yes to both of these questions, which I know you did, then find your regional college campus rep, download the Pizza Hut mobile app, and place an order. The more downloads your campus gets and Pizza Hut Points you earn from orders placed, the better your chances are to get to meet me. The winning regional campus will be announced on November first. Pizza HutPizza and So Much More.

In a 60-second television commercial, Ellen will give the ultimate teaser of “The Ultimate Pizza Party!” Ellen will be walking past different scenes, hinting at what the pizza party will consist of without giving away the destination. For each scene Ellen observes, she will be offered a new and delicious slice of Pizza Hut pizza to enjoy. After she completes her scenic walk, full of thrilling hints, Ellen will stop in a calm location and say, “Pizza Hut. Pizza, & So Much More” with the background blurring slowly and eventually fading to black with the altered Pizza Hut logo that includes the campaign name appearing.

(Fade Out) “The Ellen DeGeneres Show Theme Song”

Music

Ellen

:04

:21

:02

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c r e a t i v e - PH A SE t h r e e N ov emb e r 1 , 201 5 - D e c emb e r 3 1 , 201 5

Phase Three concludes the “Pizza, & So Much More”

campaign by announcing the winning regional campus for

“Ellen’s Campus Takeover!” via Ellen’s Twitter, and the 250

winners, plus a guest, of “The Ultimate Pizza Party!” via the

new Pizza Hut app.

Pizza Hut will utilize outdoor billboard ads by emphasizing

the countdown to the reveal of the winners on December

26th who will be attending “The Ultimate Pizza Party!”

Starting the countdown one month before the release,

viewers will be encouraged to download the app and be

entered into the contest before their time runs out.

Winner of “The Campus Takeover”

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C R E AT I VE & P r omo t i ons

“ T h e U l t i m a t e P i z z a P a r ty ! E l l e n ' s C ampus T ak e ov e r !

E L L EN " TAKES TH E P I Z Z A "

C AMPUS R E P S

The “Ultimate Pizza Party!” is everything out of the ordinary. Everyone, 18 years and older, who downloads the Pizza Hut mobile app and orders pizza will automatically have a chance to win a trip to Las Vegas and enjoy “The Ultimate Pizza Party!” on Labor Day weekend of 2016. The catch is, that “The Ultimate Pizza Party!” destination is a mystery up until the reveal date of December 26, 2015 where it will be presented as a “gift” to randomly selected participants. The Las Vegas destination and 250 winners will be announced first by an app notification then various mediums to promote “The Ultimate Pizza Party!” reveal and multiple events/games occurring during the party. Las Vegas, Nevada is the ideal destination because of it’s reputation for being the ultimate party scene. Each winner will be allowed to bring a guest when attending “The Ultimate Pizza Party!”

When target market consumers were asked to consider what celebrity was their personal favorite, Ellen DeGeneres stole the spotlight with 61.5% of survey respondents also choosing her as the most influential celebrity for a social movement. Ellen has extensive nation-wide exposure due to her popular TV show, various humorous actions that catch the public eye, and her limited involvement in large companies and organizations. Because of her limited involvement with large companies and organizations, Ellen has yet to saturate her impeccable public image with too many product promotions or being the face of multiple random campaigns. Therefore, Ellen makes the ideal option for Pizza Hut’s new rebranding and digital promotion campaign.

• GoPro Scavenger Hunt

• Live Music

• Pizza Eating Contest

• Localized Snapchat Story

• Drones air dropping Pizzas

• Interactive Pizza Attractions

• Giant Velcro Pizza Mountain

• Pizza Themed photo booths

• Red Roof Pop-up tent

• Digital tablets

• Free give-aways

• Campus Special Coupons

• Photo Booth - #Takeover

Because Ellen is the face of the “Pizza, & So Much More” campaign and hosts her own very popular TV show, she will also be the host of

“The Ultimate Pizza Party!” and participate in the many events going on during the party. She will also help with

advertising promotions in different mediums that tease the event and the final reveal.

College Campus Representatives will be promoted by Ellen through national media spots during the “Pizza, & So Much More” campaign. These Campus Representatives will be tasked to promote the pizza app and “Ellen’s Campus Takeover!” Their job duties include:

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med i a r a t i on a l eThe “Pizza, & So Much More” campaign focuses on the top 12 DMA’s with the high concentrations of 18-34 year olds nationwide. We’ve integrated this strategic campaign into the targets top media platforms; digital, social media, magazine, outdoor, and Pizza Hut owned content. Specific media that will be targeted within the 12 DMA’s includes transit, bus shelters, malls, and gas stations.

c a b l e t v

mag a z i n e

G r o u p on

ou t o f h om e

According to Mintel reports, Millennials are most likely to respond to a cause marketing campaign through video advertising, and enjoy commercials that make them laugh and are entertaining (121 index). We chose to advertise through ABC Family to target those with children, being that these consumers also enjoy watching televi-sion with their children (124 index). To reach both male and female con-sumers we chose to advertise on channels that specifically target each gender.

In the last 60 days, 93 percent of Millennials have read a magazine. Fifty-six percent of Millennials interacted with a print form, 37 percent have read a magazine digitally and also read magazine ads out of curiosity (109 index). Full color ads will run in top targeted magazines such as Cosmopolitan (183 index), ESPN (163 index), Men’s Health (123 index) , and People (95 index).

The target audience is “very likely” to use a coupon or promotional discount for restaurant purchases (Vert: 31%). On the 17th of every month we will partner with Groupon connecting the Pizza Hut mobile app downloads, all while purchasing pizza.

The campaign takes place during the summer months which leads to an increase in outdoor activities. Advertisements will be placed on billboards (100 index), bus transit/shelters (107 index), and gas stations (105 index) in the 12 target demographic cities. This will optimize exposure to the Millennial demographic across the span of the campaign. By continuing advertisements into shopping malls (108 index) Pizza Hut will be able to reach consumers during holiday shopping.

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D i g i t a l em a i l

c u s t om e r l e v e l s

loy a l c u s t om e r s

f r e qu en t c u s t om e r s

l o s t c u s t om e r s

p o t en t i a l c u s t om e r s

s o c i a l m e d i a

On l i n e R a d i o

Own e d

According to extensive research, 18-34 year olds get a majority of their news and entertainment information online through a computer, tablet, or mobile phone. They enjoy websites that cater to quick results, sports, music, and entertainment news. Online digital advertisements for Pizza Hut will include mastheads, banners, promoted posts, and click through ads. Top sites included; Facebook.com (157 index), Google.com (128 index), Youtube.com (170), Yahoo.com (134 index), and Amazon.com (124 index).

Pizza Hut will reach out to consumers bi-monthly, on the 1st and 15th, with promotional emails. This will cater to consumers on four different levels of engagement. These emails will serve as reminders or new notifications to consumers regarding promotional discounts, “The Ultimate Pizza Party!” and Pizza Hut Points.

Downloaded the app prior to the “Pizza, & So Much More” campaign and use regularly.

Downloaded the new app and use fairly frequently, although not as much as loyal customers.

Downloaded the app and used only once or deleted it immediately after it.

Have never downloaded the app and have only ordered on Pizza Hut’s website once or twice before.

Seventy-eight percent of Millennials are Social Media Users. In order for Pizza Hut to expand their social media presence among its target demographic 30-second digital video spots will be highlighted on Youtube (170 index), Hulu (189 index), Pandora (193 index). There will also be promoted posts on Facebook (157 index), Twitter (201 index), and Instagram.

On average, Millennials spend a quarter of their week listening to music on Pandora. The format of Pandora’s advertising can be specifically targeted through age, gender, and music genres. This allows the highest reach to Pizza Hut’s target audience. Since Jan. 2015 Spotify (162 index) has added more than 10 million users, and recently surpassed 60 million subscribers. The largest percentage of these users are Millennials.

It is also recommended that Pizza Hut’s owned Social Media is refreshed and updated with content that is relevant to the target audience of 18-34 year olds. Social Media accounts will be used throughout the campaign, not only to influence Millennials, but also consumers that currently interact and associate with Pizza Hut.

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MED I A - SC HE D U L E & BUD G E TPhase 1

18-34 year olds

National

People 1,037,700.00$

Cosmopolitan 920,100.00$

US Weekly 485,750.00$

Sports Illustrated 858,000.00$

National Geographic 455,000.00$

ESPN 518,800.00$

Men's Health 453,290.00$

Time 677,800.00$

Pandora 10,632,960.00$

Spotify 3,544,320.00$

Hulu 28,080,000.00$

Gas station pumps 540,000.00$

Bus shelters 1,651,200.00$

Billboards 4,752,000.00$

Mall 1,800,000.00$

Transit 720,000.00$

Buzzfeed.com 200,000.00$

Facebook.com 1,000,000.00$

Twiiter.com 1,000,000.00$

Groupon.com --

Google.com 1,000,000.00$

YouTube.com 1,000,000.00$

Amazon.com 1,000,000.00$

Forbes.com 90,300.00$

BUDGET

MAGAZINE

INTERNET RADIO & TV

OUT OF HOME

INTERNET

Phase 2 Phase 3

JULY AUG. SEPT. OCT. NOV. DEC.

22

ESPN.com 283,175.00$

NFL.com 305,634.00$

Huffingtonpost.com 84,740.00$

Facebook Included

Twitter Included

Instagram Included

Pinterest Included

Snapchat 1,500,000.00$

YouTube Channel Included

MTV Network 1,000,900.00$

Comedy Central 1,000,900.00$

ABC Family 1,000,900.00$

CMT 1,000,900.00$

TLC 1,000,900.00$

FOX Sports Net 1,000,900.00$

E! Network 1,000,900.00$

ESPN 1,000,900.00$

HGTV 1,900,000.00$

SALES PROMOTION

The Ultimate Pizza Party 1,657,439.00$

Ellen Campus Takeover 53,175.00$

Campus Reps 5,000.00$

OTHER

Telapictures Syndication 12,010,800.00$

Production 20,394,876.00$

Donation Match 10,000,000.00$

Coupons 3,750,000.00$

Contingency 18,355,388.00$

140,724,647.00$

SOCIAL MEDIA

TELEVISION

TOTAL BUDGET

Phase 1

18-34 year olds

National

People 1,037,700.00$

Cosmopolitan 920,100.00$

US Weekly 485,750.00$

Sports Illustrated 858,000.00$

National Geographic 455,000.00$

ESPN 518,800.00$

Men's Health 453,290.00$

Time 677,800.00$

Pandora 10,632,960.00$

Spotify 3,544,320.00$

Hulu 28,080,000.00$

Gas station pumps 540,000.00$

Bus shelters 1,651,200.00$

Billboards 4,752,000.00$

Mall 1,800,000.00$

Transit 720,000.00$

Buzzfeed.com 200,000.00$

Facebook.com 1,000,000.00$

Twiiter.com 1,000,000.00$

Groupon.com --

Google.com 1,000,000.00$

YouTube.com 1,000,000.00$

Amazon.com 1,000,000.00$

Forbes.com 90,300.00$

BUDGET

MAGAZINE

INTERNET RADIO & TV

OUT OF HOME

INTERNET

Phase 2 Phase 3

JULY AUG. SEPT. OCT. NOV. DEC.

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C AMPA I GN E VA L U AT I ONThe “Pizza, & So Much More” campaign motivates Millennial pizza enthusiasts to purchase their pizza orders through their mobile app. The incentives created to drive Millennials to use the updated application range from philanthropic engagement, coupon codes and event promotions. By implementing the various strategic incentives previously outlined, Pizza Hut will exceed the initial campaign objectives and become so much more within the pizza industry.

Through these combined efforts the “Pizza, & So Much More” campaign will gain a new and loyal consumer base that raises Pizza Hut’s online and mobile ordering from 43 percent to the goal of 75 percent. By creating a social movement with this new campaign, Pizza Hut is helping consumers give back to national communities while still being able to indulge in their pizza. This will position Pizza Hut as the top choice for consumers by providing the greatest digital ordering experience in the category through an innovative and modern concept that proves to Millennials that Pizza Hut is “Pizza, & So Much More.”

• In the first 30 days, we will push Phase One of our campaign to achieve the initial 10 million app downloads partnered with the $10 million philanthropic donation.

• By instantly downloading the new Pizza Hut app, consumers will receive an email with their first discount code of $2 off the entire order to create an incentive to purchase.

• During Phase Two, the main way to incentivize app downloads and continual usage, is Pizza Hut Points. These will entice consumers to download, purchase and donate to gain points that will earn them the opportunity to have Ellen come to their region and attain better promotional discounts overall. Pizza Hut Points can be accumulated from Sept. 1, 2015 – Oct. 31, 2015.

• Special event promotions occurring in the Phase Three of the campaign will incentivize customers to download the app and place orders. Once they’ve done this, they will need to keep the app in order to discover if they are chosen to attend the special events.

• The first event is “Ellen’s Campus Takeover!” and the final event is “The Ultimate Pizza Party!” located in Las Vegas, Nevada.

T h e J o urn ey t o t h e T o p ( o f t h e p i z z a un i v e r s e ) : How You ' ll Know You 're at the

Top (of the p izza universe) :Pizza Hut can oversee the success of the “Pizza , & So Much More”

campaign through its consumer involvement in the following areas:

• Social media interactions

• Public relations involvement

• Change in customer base and activity

• Mobile and website analytics

• Google Analytics

• App downloads

• Opening and closing surveys to millennial customers

• Radian 6 Social Media Monitoring Platform and Marketing Cloud

• Monetary amount given to charities from Pizza Hut and

consumers

• Increase in overall revenues through mobile and online ordering

24

t h e wr a p u pPo

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ial

cou p

on c

o s ts -

$ 3 , 7 50 , 000 D on a t i o n s ma t c h c o sts - $10,000,000

sa l e s p r omo t i o n c o sts - $1,715,614

t e la p i c t u r e s s ynd i c a t i on costs - $12,010,80

015%

con

ting

ency

fe e s

- $ 1 8 , 3 5 5 , 3 88

produ

ctio

n co

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- $ 20

, 3 94 , 876

what goes into the $140 million pizza?

total budget:$140,724,647

25

To create a social movement campaign that captivates consumers, Pizza Hut needs to expand to Pizza, & So Much More. They need to influence the Millennial demographic to view them in a new light, highlighting that they are no longer the average pizza chain restaurant. This campaign will start a movement that allows consumers to change the lives of others, while enjoying the simplicity of pizza with their own family and friends.

Through innovative and cutting edge creative advertisements and events, Pizza Hut can give the target market ample incentives to DOWNLOAD | INDULGE | DONATE. By creating interactive advertisements through multiple mediums, Pizza Hut engages consumers by enticing them to learn more while presenting a mystery to keep them actively involved. Throughout the five-month campaign, consumers are presented with three reveals that all focus on driving downloads, sales and donations.

Charitable organizations were chosen to provide Millennials with the opportunity to bring nation-wide change, which in turn provides Millennials with the “feel good” factor they crave.

The “Pizza, & So Much More” campaign is an expansion of the new Pizza Hut rebrand. Using consistent and complimentary themes through all advertisements, this campaign has highlighted the best of Pizza Hut’s recent change. The focus of “Pizza, & So Much More” was not to rebrand Pizza Hut, but rather position Pizza Hut as the top digital choice for customers, provide the greatest digital ordering experience and increase online and mobile sales to 75 percent.

We present Pizza Hut with the chance to be “Pizza, & So Much More.”

RESEARCH:

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R2 (n.d.) Retrieved March 26, 2015, from http://digiday.com/

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wrap u p ( c on t . ) s o u r c e s

26

Special Thanks to WLT.

R18 Look out, Pandora, Spotify wants your turf - Digiday. (2013, December 6). Retrieved March 27, 2015, from http://digiday.com/platforms/spotify-pandora-mobile/

R19 Smith, D. (2015, January 16). Older People Are More Loyal To Amazon Prime. Retrieved March 27, 2015, from http://www.businessinsider.com/amazon-prime-demographics-chart-2015-1

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R22 National Advertising Rates. (n.d.). Retrieved March 27, 2015, from http://clearchanneloutdoor.com/how-to-buy/rates/

R23 What Online Ads Really Cost - Digiday. (2013, February 21). Retrieved March 27, 2015, from http://digiday.com/publishers/what-online-ads-really-cost/

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CREATIVE:

C1 Media Photograph. 2015. https://pbs.twimg.com/media/BypOopYIIAEwtwd.jpg:large

C2 Facebook Template. 2015. http://florene.com/facebook-profile-template-blank-211.png

C3 Our Mission. (n.d.). Retrieved March 26, 2015, from http://www.midwestfoodbank.org/home

C4 Official USA Site - Save the Children. (n.d.). Retrieved March 26, 2015, from http://www.savethechildren.org/site/c.8rKLIXMGIpI4E/b.6115947/k.8D6E/Official_Site.htm

C5 Our Mission. (n.d.). Retrieved March 26, 2015, from https://www.teachforamerica.org/our-mission