TEAM 155

OVERVIEW

PROJECT HUTSPOT

15

OBJECTIVES

PIZZA IN THE PARK

16

SWOT

#CAMPUSHUTSPOT

17

BRAND POSITIONING

DIGI TA L DINE-IN & WORK IT

18

COMPETITOR ANALYSIS

HULU + HUTSPOT

19

DIGITAL ORDERING

HUTSPOT 360

20

TARGET AUDIENCE

PAID MEDIA

21

SEGMENTS

SOCIA L MEDIA

22

STRATEGY

10

FLIGHT SCHEDULE

23

THE BIG IDEA

11

EVENT MAP

24

EVA LUATION

25

CITATIONS

26

HUTS POT WEB/MOBILE

LOYA LTY PROGRAM

12,13
14

Overview
THE MILLENNIAL GENERATION IS DRIVEN,
INSPIRED, & INTUITIVE.
They stay up-to-date with the latest advancements in technology.
Whether those are new social media platform or applications, this
generation incorporates new technology into their daily lives with ease.
They are also inspired to share their personal, positive experiences
with others through these technologies.
Similar to millennials, Pizza Hut enjoys staying ahead of the curve.
The brand is not afraid to try new things and has never settled
for being just an average pizza chain. In order to connect to the
millennial audience, Pizza Hut needs a digital experience that lives
up to the great qualities the brand is known for.
Embodying the spirit of the brand and the millennial generations
connection to technology, this campaign will establish the
improved digital identity of Pizza Hut, soon to be known to all
as their Personal Hutspot.

Objectives

Position Pizza Hut as the

top choice for customers
who order digitally.

Provide the greatest digital

ordering experience in the
category.

To obtain 75% of all ordering

done online or digitally
by the end of 2015.

These three objectives are a glimpse of our greater goal in this campaign. Pizza Hut is not looking to occupy space in the digital marketplace; they
want to thrive in it. The brand recognizes that the future of its business relies on establishing itself on the digital front, and we are here to make that
a reality.

SWOT
Before we could start building a campaign for Pizza Hut, we needed to learn as much as possible regarding the current state of the brand. Primary
research was conducted to gather a considerable amount of consumer data, while secondary research was collected to provide further insight. We
started by examining Pizza Huts strengths, weaknesses, opportunities, and the potential threats it faces.

STRENGTHS
Product quality7
Pizza Hut is a leader in the pizza
industry23
Menu variety and range of food
options7
Premium positioning in the
customers consideration set7

S W

OPPORTUNITIES
Millennials spend massive
amounts of time online1
Buyers enjoy loyalty programs and
discounts29
Companies that use social media
are viewed as more trustworthy10
Consumers value shopping and
interacting with brands online24

WEAKNESSES
Higher prices7
Dated perception of the brand5
Competitors customers have a
stronger sense of brand loyalty23

THREATS

O T

Negative online reviews

Limited mobile application
capabilities
People are seeking healthier
options5
The quick service food industry is
on the rise28

Brand Positioning
After identifying the current state of the Pizza Hut brand, we gathered data from a variety of sources to learn everything we could about the brands
position in the market, the competition, and the world of digital ordering. We started by looking closer at the Pizza Hut brand itself.
Throughout its history, Pizza Hut has strived to provide more than the typical pizza experience. Since being founded in 1958, the brand has thrived by
crafting unique products and providing customers with greater variety and quality than its competitors. By bringing all of these aspects to the table,
Pizza Hut has become not only the largest pizza chain globally11, but one of the most popular brands:

82% CUSTOMER SATISFACTION22

1.15M FOLLOWERS ON TWITTER21

22M+ LIKES ON FACEBOOK20

1ST IN SALES AMONG PIZZA BRANDS23

To reinforce our findings through research, we conducted a survey that asked participants to express their thoughts regarding Pizza Hut, and their
responses did not surprise us:

I love all of the crusts

and toppings - always
lots of everything!

Best all around: Price,

Taste, Convenience.

They have a great

variety and some of
the best pizza that
I have had!

Competitor Analysis
We knew that gathering everything we could about Pizza Hut was just half of the positioning equation. To truly define Pizza Huts place in the market,
we needed to size up the competition. Here is what our primary and secondary research found:

PIZZA PIZZA!

OH YES WE DID.

High value for the cost

No digital ordering or applications

Speed and delivery with a strong

digital presence

Focused on traditional ordering

Very popular pizza tracker 2

Only offer carry-out

Consistently ranked in the Top 5

for online transactions9

BETTER INGREDIENTS.
BETTER PIZZA.
PAPA JOHNS.
Built around a focus on quality
and superior ingredients
Effective loyalty program18

Our evaluation of the competition helped clarify Pizza Huts position as the top choice for variety in the market. From this, we understood that our
messaging would need to embrace this position to be successful. However, we still had one more question we needed to answer before we could begin
building an effective and unique campaign: what made digital ordering so successful?

Digital Ordering
A strong digital presence is a requirement to remain successful in todays economy.
Ordering online is not a new concept for the Pizza Hut brand. In 1994, Pizza Hut sold the first online item ever - one of their pizzas. Today, over 40% of
all Pizza Hut, Papa Johns, and Dominos orders are done digitally.6
Leading the market on the digital front requires knowing how and why digital ordering is so popular with consumers. We turned to our research to
enlighten us on these important aspects.

HOW THEY BUY DIGITALLY:

41%

41% use their phone to

make a purchase13

72%

72% research online before

buying15

Online reviews and ratings

influence purchases10

WHY THEY GO DIGITAL:

Experience can cater to individual preferences3

Experience and new purchases can be shared1

Over 74% feel that technology makes their lives easier7

BEYOND TRANSACTIONS, A PRESENCE ON SOCIAL MEDIA ALLOWS BRANDS TO BETTER CONNECT WITH CONSUMERS.

63% of consumers stay updated on brands through social media13

82% have more faith in companies that are involved in social media10

Two-way communication cultivates a relationship between brands and consumers24

Ta rget Audience
Finding the right audience to focus on is the last piece of the puzzle. With only five months at our disposal, we chose the target audience that offered
us the highest potential for success: millennials 18-34 years of age. Millennials are ideal for a number of reasons:

They are the most connected generation30

Millennials are digital natives30
49% prefer the Pizza Hut brand over competitors23
They enjoy more personal engagement with brands30
Millennials spend more than any other age group30

Further research into their tastes and behaviors allowed us to establish three unique segments: Eric the Young Professional, Matt the College
Trendsetter, and Sarah the Famillenial.

MATT
College Trendsetter
ERIC
The Young Professional

SARAH
The Famillenial

Segments
Eric, 25
Young Professional
Washington, D.C.
TECHNOLOGY

Matt, 20
College Trendsetter
New York, NY
TECHNOLOGY

Sarah, 31
Famillenial
Boulder, CO
TECHNOLOGY

PREFERENCES
personalization, convenience and superior service
WHY PIZZA?
Because he wants something with quality and variety that fits into his
fast-paced lifestyle.

PREFERENCES
affordability, effortless and delicious
WHY PIZZA?
Because he wants to share a meal with his friends on game-night that
is affordable and didnt come out of the freezer.

PREFERENCES
rewards, coupons and convenience
WHY PIZZA?
Because she wants to feed her family something after work that everyone
likes without breaking the bank (or her back).

Strategy
WHILE OUR SEGMENTS ARE UNIQUE AND LIVE DIFFERENT LIFESTYLES, THEY SHARE SOME OUTSTANDING SIMILARITIES THAT
WERE MADE CLEAR THROUGH OUR RESEARCH:

Convenience is highly important6

They want high value at low cost26

Millennials are connected on a variety of social channels17

Prefer purchases that reflect their identity and tastes25

Enjoy experience and entertainment when spending14

WITH THESE TRAITS IN MIND AND THE STRENGTHS OF PIZZA HUT AT OUR DISPOSAL, WE WERE ABLE TO ESTABLISH THREE KEY
INSIGHTS INTO OUR TARGET AUDIENCES TASTES:

PERSONALIZATION
They want engaging
experiences that reflect their
personality

CONVENIENCE
They seek to connect
without interrupting their life

REWARD
They want to be appreciated
for their active engagement

The key to effectively establishing Pizza Huts digital presence is to create an experience that builds on the positioning of the brand while taking
advantage of the strengths of mobile and digital technology. We needed to show our segments that ordering digitally from Pizza Hut provides everything
they desire from an online experience. We needed a clear and focused concept that would tie our vision together while inspiring an effective and
refreshing campaign. We needed a big idea.

10

THE BIG IDEA

Your Personal

For an audience that demands engagement while valuing convenience, choice, and connection, the Personal Hutspot is the answer. The
name itself, a fusion of the brand and a Wi-Fi Hotspot, is a perfect representation of our campaign goal: to combine all of Pizza Huts
strengths with those of the digital world. This idea will drive our messaging and the creation of a rewarding, effortless, and personalized
experience that is far from the typical digital order.

11

Huts pot Web/Mobile

It all starts with Pizza Huts application and website, which will be known collectively as the Hutspot. The most important part of this campaign is
building a Hutspot that lives up to everything that makes Pizza Hut great while providing the experience our segments crave.
The Pizza Hut app and website have several positive qualities already, such as clean design, a simple ordering system, and an easy way to order
previous favorites. However, there are a few things that can be done to optimize the app and website. That is where the Hutspot comes in.
By adding a number of innovative features and improving on what our competitors have done right, the Hutspot will build on Pizza Huts strong digital
presence to deliver a truly unique and enjoyable brand experience.

KEY NEW FEATURES:

FLAVOR JACKPOT

SPLIT PAYMENT
CAPABILITIES

LIKE AND ORDER

YOUR FRIENDS
PIZZAS

LOCAL PIZZA
CREATIONS MAP
W. SUGGESTIONS

PIZZA DELIVERY
TRACKER

SHARE PIZZA
CREATIONS ON
SOCIAL MEDIA

12

Join an order

Split & Customize

Confirm / Add

Split payment

Web and mobile experiences are kept consistent through design and functionality, inspired by current re-design.

13

Loya lty Program

Rewarding consumers with deals and incentives is a proven way to build brand loyalty. This new loyalty program will be integrated into the Hutspot app
and website. The Hutspot will keep track of customers progress, enabling them to easily redeem their points for various rewards. Only through digital
ordering will customers be able to redeem points.

THE POINT SYSTEM

For every $10 spent through the Hutspot app or website, customers will receive five points. In addition, customers will receive one point for sharing
their pizza creation via social media, and another three points if a Hutspot user orders their pizza creation.

FOOD REWARDS

Large Pizza with two toppings [50 Points]

24 Wings [50 Points]

Family-Sized Pasta Meal (two pans) [50 Points]

FUN REWARDS

One-year membership to Planet Fitness

[500 Points]

GoPro [700 Points]

iPad [1,000 Points]

14

Project Hutspot
Our five-month long campaign opens with a trio of events that elevate the
awareness of the Hutspot while directly engaging our segments through unique
experiences.
Kicking off in July will be our New York City based event: Project Hutspot.
Project Hutspot will be a nighttime event consisting of our enhanced Wi-Fi logo
projecting onto a massive building, located in Manhattan. The projection will
be accompanied by low-key music and a squad of Pizza Hut food trucks. The
projection will direct viewers to download the Hutspot app and set up an account,
enticing them with a free personal pan pizza as a reward. Upon completion of a
new Hutspot account, users will be sent a message encouraging them to get
more people around them involved.
Using the citys new LinkNYC Wi-Fi network, a live feed of the event will be on
display throughout the city on specialized Wi-Fi structures. Those who connect
to the event through LinkNYC will be directed to the closest Pizza Hut location.
The projection, initially searching for a signal, will build in strength as more and
more users in the area log-in. Once the signal peaks, it will pulse until replaced
by an elaborate light show. Meanwhile, the music will pick up in intensity. As all of
this is happening, our food-trucks will begin serving the personalized pan pizzas.
The pizza party will carry on into the night, with the trucks serving people as
they arrive.
This impromptu gathering will generate a considerable amount of buzz for the
Hutspot. Young Professionals living in the city will be especially drawn to the
unique experience while enjoying a level of personalization and convenience that
only the Hutspot can offer. Social media posts will feature footage and imagery
for weeks after the event, grabbing the attention of our target audience across
the country.

15

Pizza in the Park

Famillenials want to focus on enjoying time with their family when going out to eat. Pizza in the Park will give park-goers an unforgettable brand
experience through Pizza Huts new interactive tables.
Pizza in the Park will be located in our target audiences top four DMAs and allow unsuspecting customers a chance to customize and order free
personal pizzas and create their Hutspot account. Once online, they can create their order and direct it to Pizza Hut Food Trucks on location. While
creating their pizza, customers can play games on the tables and share their creations through their social media accounts. This event caters to
Famillenials desire to go beyond the typical transaction with brands.

16

#CampusHutspot
Millennials are the most educated generation on record, making college campuses a great place to reach our College Trendsetter segment.19 To take
advantage of this, Pizza Hut is going to take over 10 college campuses across the United States.
In order for students to have their campus taken over by Pizza Hut, they will have to place their order online through the Hutspot and select their
corresponding college when prompted during checkout. Every digital order will count as five votes towards the Hutspot Campus Takeover Party for
their school.
An additional vote will be entered once an order is shared via the customers social media using the hashtag, #CampusHutspot. Ten colleges will win
the Hutspot Campus Takeover Party: five each from the East Coast and West Coast.
The top two winning colleges from each coast will be rewarded with a concert in addition to the Hutspot Campus Takeover Party. The Takeover Parties
will include fun carnival games and our signature food trucks, which will be handing out free slices of pizza and branded merchandise to those who
download the app.

Hutsp t

Hutsp t

JSU

were coming for you.

17

Digi ta l Dine -In & Work It

DINE-IN
Famillenials are the most likely segment to dine in at Pizza Hut locations. If
they choose to eat on location rather than ordering to their home, we want
to make sure they still have the chance to be rewarded. Digital Dine-In will
connect families to their Hutspot and they can still be rewarded for dining in.
In order to encourage families to order digitally, servers will suggest
downloading and ordering from the Pizza Hut app. As HutSpot users, customers
will receive 15% off of their first bill and be entered into a larger promotion
where they can win a $500 gift card to Target just in time for back-to-school
shopping.

WORK IT
We know Millennials like to live a healthy lifestyle and are always seeking out
more ways to stay active and connected.12
Through Work It, Hutspot users can gain reward points for working out. As
members enter their local Planet Fitness, geolocation will send a push
notification through the app prompting them to check in. When they check in
for their workout, they will be rewarded with two Pizza Hut loyalty points.
By partnering with Planet Fitness, Pizza Hut will benefit from their popularity
and inclusive brand personality. In return, the program encourages a healthy
lifestyle (and memberships to Planet Fitness) and sponsors the gyms popular
Pizza Nights.

18

Hulu + Hutspot
Millennials love to stream their favorite shows online. Streaming sites offer opportunities to connect our brand with the convenient and personalized
entertainment our target audience craves.
Building on Pizza Huts partnership with Hulu Plus, we will incorporate seamless, in-stream ordering into the Hulu Plus platform. While other advertisements
on streaming sites frequently interrupt the viewing experience, the Hutspot will eliminate this annoyance with the Pizza Button.
Featured on Hulus control panel, the Pizza Button connects users to the Hutspot through an in-screen popup menu without interruption. The user
can login, build, and order without removing themselves from their favorite show. As an added bonus, they will receive three hours of ad-free viewing to
go along with their pizza creation that they can track on their Hulu Plus account at all times.

19

Hutspot 360
Over half of adults in the U.S. play video games, with 20% of them playing every single day. 16 These gamers represent an important piece of our target
audience, especially within our College Trendsetter segment. The Hutspot app on Xbox360 and Xbox One will allow loyalty points to be earned, tracked,
and redeemed as they would on any mobile device. Beyond that, Hutspot360 will provide these gamers immediate access to Hutspot downloadable
content for the games they love to play. Gamers will also enjoy a few features specific to the Hutspot Xbox app just for ordering pizza.

THOSE FEATURES INCLUDE:

In-game delivery timers

Enabling Microsoft Points for Pizza Hut purchases
Access to exclusive game content and events for upcoming releases

With ads in Game Informer and posts on social media driving traffic, our segments will be drawn to using their Xbox as another convenient way to
connect to the Hutspot. College Trendsetters will love ordering without leaving the game, and Famillenials will be further exposed to the Hutspot
through the games they play with their kids.

20

Paid Media
PRINT
For tactics such as Hutspot360 and Work It, we will use our segments top relevant magazines
(Game Informer and People4) to deliver the Hutspot message in a way that fits the context. Print will
also promote Digital Dine-In, #CampusHutspot, and the overall Hutspot campaign.

BILLBOARDS
In highly populated areas, billboards reach a large amount of people in a cost-effective way. These
large, eye catching displays pique curiosity and build awareness while generating word of mouth,
recognition, and exposure for Pizza Hut.

COMMERCIALS
Television is a reliable advertising platform that provides an opportunity to attain a considerable
amount of national attention. As an added benefit, the messaging behind these commercials will
resonate with an audience beyond our defined targets. Our commercials will fall into three themes
coinciding with each of our three segments. One of our ads, for example, might feature a Famillenial
dealing with a hectic hunger situation. Luckily, her personal Hutspot provides her with the ability to
keep everyone in her family happy with a delicious meal built to their preference.

BANNER ADS
Banner ads represent the billboards of the internet because they are able to convey a quick and
memorable message digitally. This allows our target audience to engage with the advertisements
on their own terms.

YOUTUBE
YouTube provides Pizza Hut the ability to post footage from various events, as well as advertise on
other videos. This platform is a cost-effective way to reach the millennial generation by providing
them with visually entertaining content that supports our campaign message.

21

Socia l Media

FACEBOOK + TWITTER

INSTAGRAM + PINTEREST

TUMBLR

Pizza Hut needs to take advantage of

these platforms by creating content that
is flavorful and appealing to their target
audience. The shorter the message, the
simpler the design, and the sweeter the
content, the better it will resonate with the
millennial generation. In addition to regular
posts, several ads on Facebook and Twitter
will encourage users to like, order, and join
the Hutspot network.

Instagram offers Pizza Hut free promotion

by showcasing their products and services
to millions of users. It also allows Pizza
Hut the power to gain exposure and
engagement with their target audience.
Instagram can showcase Pizza Huts
products in a creative yet casual way,
allowing Pizza Hut to build a personal
connection with followers. Pinterest
boards will share our latest menu features,
customer creations, and moments from
our various tactics. This will entice users to
order through the Hutspot and
pin their creations.

Tumblr represents a unique opportunity

for the Hutspot. As a largely ignored
commercial platform, most advertisers
have yet to take advantage of a social
media channel with passionate potential
consumers. A Hutspot Tumblr account
can tap into the community with visually
appealing posts that fit naturally into the
context of the site.

22

Flight Schedule
TACTICS

Tables
Projection

PAID ADVERTISING
Event Duration
Event Duration
Event Duration
Traditional

Work It
Social/Digital

Dine In

Event Duration
Prize: Gift Cards (10)
Traditional
Social/Digital

Campus Takeover

Hulu

Hutspot App

Event Duration
Traditional

July

August

July 1, 2015 - December 31, 2015

September
October

November

December

Impressions
Single Unit Impressions
Total Impressions

Budget Stuff
Single Cost (unit measurement)

Print
Magazines: People
Direct Mail
Internet Radio
Banner Ads

6,000
42,615,000
1,000,000
31,000,000
45,000

5,400,000
127,845,000
3,000,000
93,000,000
180,000

Magazines: Family Fun

materials
Sponsored Blog Posts
Banner Ads: Blogs

2,106,676
Conjunction w/Target
45,000
45,000

4,213,352

Billboards
Print: Posters
Print: Postcards
Bus Ads

100,000
30,000
34,000

1,000,000
1,000,000
340,000
60,000,000+

Commercials/Video
Ads

3,200,000

9,600,000

$144,000.00 1 month @ 45/spot

$432,000.00

Banner Ads
Internet Radio

45,000
31,000,000

270,000
162,750,000

$75.00 Per month

$620,000.00 1 month @ 20/spot

$450.00
$3,255,000.00

Magazines: Game
Informer

7,876,144

23,628,432

$215,489.00 Full, month

$1,292,934.00

Billboards
Magazines: People
Radio
Banner Ads
TV Commercials
Internet Radio

35,000
42,615,000
2,560,000
45,000
21,500,000
31,000,000

70,000
170,460,000
10,240,000
270,000
64,500,000
124,000,000
Total Impresssions
802,306,784

20,000,000 +

270,000
270,000

$11.00
$233,500.00
$680,000.00
$620,000.00
$75.00

.11/poster to 900 gyms

1/2, color, month
1 month
1 month @ 20/spot
Per month

Total Cost

$500.00 1 Target gift card

$129,900.00 1/2, color, month
$3,000.00 Per post
$75.00 Per month
$180,000.00
$10,000.00
$340,000.00
$150,000.00

10 panels/month/scchool
100 posters/1 school
34000 units/1 school
150,000 buses/month

$10,000.00
$700,500.00
$2,040,000.00
$1,860,000.00
$300.00
$5,000.00
$258,800.00
$24,000.00
$450.00
$1,800,000.00
$100,000.00
$3,400,000.00
$450,000.00

Event Duration
Traditional

Event Duration
Traditional
Social/Digital
Event Duration

Xbox 360 + Pizza Hut

Traditional
Social/Digital
Event Duration
Traditional

Overall Hutspot
Social/Digital

$16,000.00
$345,900.00
$32,000.00
$75.00
$50,000.00
$620,000.00

per month
Full, color, month
month (80 spots)
Per month
100/.30sec a day
1 month @ 20/spot

$32,000.00
$1,383,600.00
$128,000.00
$450.00
$4,500,000.00
$2,480,000.00
Total Cost
$24,153,484.00

23

Event Map

24

Eva luation
We have developed this campaign with the long-term success of Pizza Hut in mind. In order to measure this success and determine the possible
continuation of the campaign, we will evaluate its ability to:

Position Pizza Hut as the top choice for digital ordering among our target audience by crafting a personal, rewarding, and convenient ordering
experience that is unmatched in the market.

Provide the greatest digital ordering experience in the category with customizable, incentivized, and easy-to-use interfaces for digital users.

Increase all orders done digitally to at least 75% by the end of 2015.

Concurrent testing will track the achievement of the campaign objectives. We will also carry out software testing in two month intervals to measure
the levels of effectiveness. The measurements will include social media tracking, digital traffic, and profit revenue. By the second month, we expect to
reach 60% of all orders digitally, and 75% by the fourth month, both key benchmarks of the campaigns success.
Evaluation is essential to determining our campaigns success. To quantify the digital traffic to the Hutspot app and site, a database will collect
information on the number and location of hits. Post-testing will occur after the complete run of the campaign, which will measure several factors
including recognition, recall, attitudes, awareness, and sales.
One possible pitfall in the media and marketing aspects of our campaign would be alienating customers who are not as comfortable with technology as
our target audience. One recommendation to combat this would be to keep these customers in mind by showing them that, even though Pizza Hut will
be providing the greatest digital ordering experience in the market, traditional ordering will remain capable and convenient. Our messaging is designed
to minimize the possibility of this occurring.

25

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--

16. MarketingCharts Staff. (2008, December 9). Nearly all US teens, 53% of
adults play video games. In Marketing Charts. Retrieved from
www.marketingcharts.com

Trademarked images are acknowledged as the exclusive property of the

registered owners and are not intended for use outside of this educational
document.

26

Sean Murphy

ACCOUNT EXECUTIVE

Chad Rogers

ACCOUNT EXECUTIVE

Morgan Grainer

Kay-Lynn Chartier

Angelica Pasqualone
PROMOTIONS DIRECTOR

CREATIVE DIRECTOR

Tikh Bana

Rachael Pleasant

Julianna Baragar

Grace Abraham

Kylie Galligan

Amy Hallochak

Stephanie Huynh

Annie Lenneman

Lauren Wion

MEDIA DIRECTOR

RESEARCH

RESEARCH DIRECTOR

RESEARCH

PROMOTIONS

RESEARCH

MEDIA

CREATIVE

MEDIA

PROMOTIONS

MOM & DAD

ROBIN SPRING
ROY WINEGAR

Katie Vanderlinde
MEDIA

AJ Rank
CREATIVE

Amy Dyer
CREATIVE

Jourdan Maatman
CREATIVE

Lacey Kollar
PROMOTIONS

27

SPECIAL

THANKS

TO