FRESH CHERRY PEPPER

SPINACH BOMBSHELL
OF MIND GARDEN
BUFFALO STATE

PARMESAN
7-ALARM

CREAMY
FIRE
GARLIC
PA R T Y
SWEET SRIRACHA
DYNAMITE

PRETZEL
PIGGY
HONEY

FIREY RED
CHERRY PEPPER

PEPPER
SRIRACHA BOMBSHELL
PE RUVI AN Team 118
SKINNY
LUAU

CHERRY FRESH
P E P P E RS SPINACH
OLD FASHIONED CRUSHED
PREMIUM T O A S T E D ONE

M E A T B R A W L T O M A T O ASIAGO MEETING
PLEASE
 Executive Summary
Dont take this

ard
award lightly
Aw
re
Millennials have stirred up quite the

e
Th ruckus with high demand for a taste
ay
revolution. Pizza Huts menu change
lfw

a has satised the tongues of millennials

H all over the country. Pizza Hut went
e
Th above and beyond with two billion new
avor options. It is a movement for the
generation that requires more out of
everything in their lives; the minimum is
no longer enough. Now its time
for Pizza Hut to surpass experience
expectationsespecially with
digital ordering.

TABLE OF CONTENTS CAMPAIGN OBJECTIVES

Research: 3-8
Strategy: 9 - 10
Creative Messaging
& Integration: 11 - 24
Media Plan: 25
Measurement
& Evaluation: 26-27
(As stated by Pizza Hut in 2014)
Position Pizza Hut as the top choice
for customers who order pizza
digitally
Provide the greatest digital ordering
experience in the category
Reach the target of 75% of all orders
done online/mobile by the end of
2015

02
 Social Media & Clever
Pop Culture Engagement
The Brand is Changing
On November 19th, 2014
Pizza Hut upended the pizza
game.1 Literally.
Pizza Hut introduced a revolutionary menu
with two billion options, including
Skinny Slice Pizza and gluten-free crust2
New logo and rebranding3
Teaser and roll-out ad campaign
New app, website, and social media
New packaging, uniforms, etc. YouTube Stars &
The Flavor of Now tagline Branded Entertainment
The Ads Launch and Menu Campaign
Other Brand Innovations
Unboring experiential teaser
Movement to small retail footprint
Italians who resist pizza menu changes Delco & Express stores
Vine games and social media fun Book-It Program expanded for kids
and alumni4
Visa Checkout 15 seconds and done

Digital Results,Thus Far

Pizza Hut is gaining digital traction
15% increase in digital
orders, 2013 to 20145
47% digital orders as of
December 20146
1. Elliott, S. (2014, November 18). In Overhaul, Pizza Hut Tries Adventurous Menu Offerings and a Dash of Irreverence. Retrieved March 1, 2015, fromhttp://www.nytimes.com/2014/11/19/business/media/in-overhaul-
pizza-hut-tries-adventurous-menu-offerings-and-a-dash-of-irreverence.html?_r=0 2. Pizza Hut To Offer Totally Gluten-Free Pizza January 26. (2015, January 25). Retrieved March 2, 2015, from http://www.inquisitr.
com/1788170/pizza-hut-to-offer-totally-gluten-free-pizza-january-26th/ 3. Lanks, B. (2014, November 11). Pizza Hut Goes Flat With Redesigned Logo. Retrieved March 2, 2015, from http://www.bloomberg.com/bw/arti-
cles/2014-11-11/pizza-hut-goes-flat-with-redesigned-logo/ 4. Ledbetter, C. (2014, October 1). Pizza Hut Sparks Nostalgia Among Book Nerds By Bringing Back BOOK IT! For Adults. Retrieved March 1, 2015, from http://
03 www.huffingtonpost.com/2014/10/01/pizza-hut-book-it-is-back-free-pizza_n_5906472.html 5. Yum! Brands, Inc. Annual Report. (2015, February 4) 6. Taylor, K. (2014, December 10). Half of Papa Johns Sales are Now
Digital But Other Pizza Makers Are Closing In. Retrieved March 1, 2015, from http://www.entrepreneur.com/article/240736
 The Industry is Changing
The Little Guy Isnt So Little7:
Independents Dominate Big Chains Challenged
Millennial Dining Promiscuity & Fast Food Shame
U.S. Pizza Sales $38.5 Billion
Americans are demanding more for their money, higher-quality fast food, and
greater variety than can be found at titans such as Burger King, KFC,
and McDonalds. Harry Balzer, Chief Food Analyst, NPD Group

Chipotlification and Pizza

Customized and Artisan are In
Emerging pizza chains are positioned as better
food, the way you want it, fast.

Independents 41%
Other Chains 20%
Pizza Hut 15%
Dominos 10%
Little Caesars 8%
Papa Johns 6%
Millennial Dining
7-Eleven Style
57% of Millennials have purchased prepared foods from a C-Store.8
Digital Ordering Is Becoming A Necessity
Brands ranging from Starbucks to Taco Bell are utilizing the mobile
accessibility millennials crave.

FACT:
Digital Capabilities = Large Orders
Mobile & online orders are on average:

30% higher than the Industry In 2014, Starbucks app. was the most successful U.S. mobile payment app.9
-- Business Insider, 10/17/14
average ticket10
7. CHD Expert and Technomics. (n.d.). Retrieved March 1, 2015, from http://www.chd-expert.com/restaurant-database 8. Horovitz, B. (2015, February 4). Millennials
crave convenience stores most of all. Retrieved March 1, 2015, from http://www.usatoday.com/story/money/2015/02/04/millennials-convenience-stores-fast-food-restau-
rants/22872685/ 9. Heggestuen, J. (2104, October 17). An Inside Look At The Starbucks App, The Most Successful Mobile Pay System In The US. Retrieved March 1, 2015,
from http://www.businessinsider.com/starbucks-mobile-payments-app-2014-9 10. 5 Surprising Consumer Food Trends For Restaurants. (2014, October 7). Retrieved March
1, 2015, from http://restaurantengine.com/5-surprising-consumer-food-trends-restaurants/ 04
 The Competition is Changing
Pizza Hut is still the #1 U.S. Pizza Chain but Dominos
facing tough competition. Pizza Hut is NOT #1 Oh Yes We
in Digital Ordering Did Campaign
Data Analytics 11
Number of Orders from Digital
12 Pizza tracker and Dom13
(December 2014) 50%
MORE campaign: more
Company 2013 US Sales # total than just pizza14
40%
(Millions) stores Papa Johns
30%
Pizza Hut $5,700 7,846 Better Ingredients
20%
Dominos $3,800 4,986 Better Pizza. Papa

40%
50%
47%
10% Johns Campaign
Papa Johns $2,495 3,207
0 NFL sponsorship
Little Caesars $3,025 3,890 p aJ
oh
ns
z aH
ut
m
ino
s
Peyton Manning,
Pa Piz Do
Pizza Maker & Play
Sentiment Score Maker15
Digital ordering reward
program
Panera
Chipotle
81 76
Dominos Pizza Hut Blaze Papa Little
Chipotle
70 69 63 Johns Caesars Food with Integrity Campaign
60 55 Farmed and Dangerous
branded content - Hulu
While Pizza Hut has the The Scarecrow branded
3500 largest overall following, when film - YouTube
you break it down to per store Interactive Game & Mobile
3000
following, competitors are
Followers per Company

dangerously close.
Coupon16
2500 Signature Event -
2000 Cultivate Festival17
Fast Casual 1500
Competitor 1000
3001
2384

For Millennials, fast casual

2095
2263

2263
1770

500
concepts MUST be considered.
566

0
Places like Chipotle are now their t s ra
Hu ze ino tle ne
Jo apa

go-to favorites. Bla ipo

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Piz Ch
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es
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11. The QSR 50 Pizza/Pasta Segment. (2014, August 1). Retrieved January 17, 2015, from http://www.qsrmagazine.com/reports/qsr50-2014-pizza-segment-breakdown 12. Half of
Papa Johns Sales are Now Digital a But Other Pizza Makers Are Closing In. (2014, December 10). Retrieved February 28, 2015, from http://www.entrepreneur.com/article/240736
13. Dominos Tracker. (n.d.). Retrieved February 27, 2015, from https://order.dominos.com/en/pages/tracker/#/track/order/ 14. Dominos TV Commercial, Name Change (n.d.).
Retrieved January 10, 2015, from http://www.ispot.tv/ad/7xnm/dominos-name-change 15. Rudy, M. (2014, September 4). Papa Johns Goes Social for NFL Kickoff. Retrieved
05 February 28, 2015, from http://www.adweek.com/news/advertising-branding/papa-john-s-goes-social-nfl-kickoff-159873 16. The Scarecrow. (n.d.). Retrieved February 28, 2015,
from http://www.scarecrowgame.com 17. Chipotle Cultivate Festival. (n.d.). Retrieved February 28, 2015, from http://chipotlecultivate.com
 Flavor or Bust
Millennials are looking for bold,
spicy, adventurous flavors19
The Consumer is Changing
50% describe as foodies18
33% of consumers want to try Millennial
pizza with more interesting Passions Digitally
toppings Experience connected
Thrill
Seekers
They Drive the Alone
together
Risk
Experience Economy Diversity Happiness adverse
78% of Millennials would stress
balls
The Trends

rather spend money on an

experience than a thing
77% of Millennials say their Passion Discovery Foodies
best memories come from
experiences20 The Balancing
69% of Millennials describe Act C-Store
self as adventurous21 food buyers

Smartphones are Freedom

of Choice
Others
their Bestie22 Opinions
Millennials rely on
88% check phone at the table The Necessities
80
Word of Mouth
87% never let phone leave side

% of millennials that trust source

80% check phone 1st thing in a.m.
60% believe everything will be
done on a mobile in 5 years
Millennials think their phone is more
important than their car, the internet, 60
deodorant and their toothbrush.24
40

93%
Generation Toothbrush

Screwed23 Int
ernet 20

Deodorant 88%

64%

20%
An Edelman and 8095

77%

21%
21%
53.6% underemployed 16.7% unemployed survey showed that
36% depend on
parents for financial
14% still live with
parents
96% Phone 90%
millennials trust word
of mouth referrals
when making major
Fa
m
ily
Fr
ien
ds arc
h
Se gine
En
rt
pe te
Ex bsi
e w
or
ke
r

80% W C o

assistance Car
decisions.
Source

18. Lukovitz, K. (2013, August 8). BBDO Probes Millennials Dining-Out Habits. Retrieved March 9, 2015, from http://www.mediapost.com/publications/article/206386/bbdo-
probes-millennials-dining-out-habits.html 19. Han, C. (n.d.). Flavor Behavior | Flavor & The Menu. Retrieved March 9, 2015, from http://www.getflavor.com/flavor-behavior/ 20.
MILLENNIALS: Fueling The Experience Economy. 1st ed. Eventbrite, 2014. Web. 9 Mar. 2015, from http://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_
PR_Final.pdf 21. Fromm, Jeff. American Millennials: Deciphering The Enigma Generation. 1st ed. Barkley, 2011. Web. 9 Mar. 2015, from http://blog-barkleyus-com.s3.amazonaws.
com/wp-content/uploads/2011/09/BarkleyMillennial-ResearchExecSummary.pdf 22. (2014, April ). The Smartphone Is The Millennials Bestie [Web Graphic]. Retrieved from http://
www.miteksystems.com/infographics/the-smartphone-is-the-millennials-bestie/ 23. Yen, H., Valdes, M., Loller, T., Silva, C., & Chereb, S. (2012, April 23). Half of recent college grads
underemployed or jobless, analysis says. Retrieved March 9, 2015, from http://www.cleveland.com/business/index.ssf/2012/04/half_of_recent_college_grads_u.html 24. Trends In
Consumer Mobility Report. 1st ed. Bank of America, 2014. Web. 9 Mar. 2015. 06
 Digging into Change Understand pizza as a

Research
Objectives
lifestyle option

Primary Research Explore Pizza Hut

and competitors

Investigate ordering
A Mixed Methodology behavior, on and offline
Ethnographies Flash Survey Digital User Research Product Sampling
Consider trial motivators
Quantitative Survey Projective Techniques Ordering Intercepts
Digital & In-Person Focus Groups Concept Testing

QUALITATIVE: QUANTITATIVE:
Interviews & Small Focus Groups National Questionnaire
How Millennials feel about Digital Pizza Ordering. National Profile of the diverse Millennial pizza lover community.

Barriers: Data Phobias | Question Concerns | Financial Trust 1. 54% of respondents still called the store.
Dont trust apps with credit card info. Fernando, 23, Retail Manager
Only 7% use the app.
I dont trust I will get what I ordered. Richard, 18, Photographer
2. WEIRD FACT: Millennials who dont order pizza digitally
Apps take up unwanted space on my phone. Tara, 29, Mother of 1 are still highly active online.
Strengths: Convenience | Speed | Accessibility | Fun
3. Top 3 Priorities for trying a new app
The convenience and overwhelming joy I get from seeing my
virtual pizza being constructed. - Christine, 21, College Student I would try an app if...
...I heard about it from friends. 77%
It is faster and more convenient, with less miscommunication.
...it entertained me. 60%
- Phil, 24, Safety Supervisor ...it helped save me money. 49%
I can order pizza wherever I am. Gary, 26, Construction Worker lM illennial
ta Re
To s
Projective Technique: Pizza Love Letters

ea
r
1,750

ch
Millennials wrote heart-felt, funny, and sometimes even sad pizza love notes.

Subjects
Pizza Togetherness Pizza Love Pizza Therapy

With 3 Thanks 4 feedin

I love you, If
young kids, Thank me during
you You are
Pizza is you never Youve nights of
were Bae <3
easy for always leave never studying
me a human,
being there disappointed
Id marry you
07 me
 Post-Rebrand
Research After The Day Pizza Changed 11.19.14

More Focus Groups Flash Survey Social Media Listening Digital User Research Buzzfeed Poll
QUALITATIVE: We listened to pizza lovers on Twitter, and discovered
Social Media Listening the top three Twitter post rebrand pizza trends.
Craving Ordering Indecisions New Flavors

QUANTITATIVE: Food Fit: Buzzfeed Poll

We created a quickie quiz on the millennial
Flash Survey favorite, BuzzFeed, asking nationwide:
We asked millennials about the Pizza Hut rebrand. Which brand would you rather

70%
be seen with?
didnt know about the new menu
three months after it launched. Big Winner: Chipotle 40%
Panera 27%
User Research Positives: Ordering digitally was Chick-Fil-A 8%
We guided millennials simple, convenient, and easy to navigate. Dominos 4%
through the rebranded Neutral to Negatives: Digital interface
website & app, exploringOrdering Indecisions
the was flat to boring in terms of fun Pizza Hut was preferred by just 2%
digital ordering experience. or I would enjoy using and sharing this. (tied with McDonalds and Wendys)

08
 Strategy & Account Planning
Complete the Pizza Hut
Transformation

Pizza Hut I want to share my

Pizza Hut love
Millennial Truths:
Digitally obsessed, except for pizza
ordering
Consumer Hierarchy HABIT drives order behavior
Pizza Hut is my go - to Homogenized, cheap, quality issues
with national chains
I will order Pizza Huts new menu digitally Foodie-ism is KING
I want to try ordering digitally Roadblocks to Digital Ordering
Pizza Cognition
Pizza has changed and digital is amazing The first pizza we experience...becomes
the standard by which we judge all future
I think I know Pizza Hut, theyre ne pies. Sam Sifton, NY Times food critic, 2004.
Pizza Tracker
I will not change my behavior unless you
tell me why I should change.
Claire Knapp, Medium, 12/1/14

SWOT Tactical Considerations

Strengths: Weaknesses: Opportunities: Threats: Trust & Confidence Issues mean:
Largest global pizza Digital ordering vs. Exceed our Chipotlification celebrate successes, share, highlight
chain competition customers Emerging VISA Checkout partnership for
2 billion flavor Menu change expectations customized artisan credibility
combinations awareness levels Heighten rebrand pizza competition Reward Behavior Change
7,355 franchisees Some local level awareness Chain pizza & Sharing mean:
strong delivery issues Build brand perception entertainment and immediate
Digital ordering Some local rebrand engagement Phone order habit gratification (savings, give aways, etc.)
growth & activation Make Pizza Hut and phobias/fears
inconsistencies digital ordering a
HABIT
09
 Strategy & Account Planning
Brand Positioning Statement
Pizza Hut is the best choice for pizza-loving millennials because other pizza chains have limited options and
mundane digital ordering experiences. Pizza Hut overdelivers everything from flavors to digital ordering
capabilities for a truly engaging, shareable experience every time.
Variety and
Customization
WE MUST RE-PROGRAM
MILLENNIALS.UNLEARN
HABITUAL BEHAVIOR.
Just Meaningful
CREATE CHANGE VIA
Food Experiences
REWARDS.
Pizza Hut needs to show off its
new menu and digital ordering
experience through rewards
and user experience. This will
position Pizza Hut as the brand
that makes the experiences
Limited variety
millennials crave, possible.
and customization

Amazing customized food

Brand Archetypes
+
Entertainer / Jester: Explorer: Networker: Unbelievable pizza overdelivery
Fun Loving & Stress Busters New Experience Cravers Social Butterfly, Community experiences
Connector
=
Pizza Hut Evangelists

10
 30 Second Anthem:

BRAND
Overdeliver

Manifesto Were not born

with the urge to
be boring.
We dont crave normal.

You hunger for more than what pizza has done for you in
the past. Pizza Huts evolving with you,
for you. Were rising to the occasion to go beyond and
deliver extraordinary experiences. We want loud and bold. Quite frankly, we
Were sparking the revolution to give you the most wont settle for less.
options in the most exciting ways. We amp up
the flavor of your moments every day in
2 billion ways because we overdeliver.
We want more... We want to
Out of our days, #OVERDELIVER
our lives, every step of
and our food. the way.

Driv
et

Drive To Digital: This icon

oD
igital

notes the direct push to Pizza Hut is bringing you, The Flavor of Now.
digital ordering As an ultimate call to action, and the backbone of
our campaign, this :30 spot provides the spirit for
the idea of #Overdeliver
MEDIA RECOMMENDATIONS: The anthem spot will be featured on top fall shows, morning talk
11 shows, and sport slots, such as the ones indicated
 1. 2. 3.
Acknowledges

Homepage
time of day
Brand
Manifesto
Image
based
user
interface
Cash
Points earned earned
Cheeky for free pizza
memes to for Pizza
express Remembers Hut swag
our tone favorite order

1 click
ordering

Driv
et
oD
igital

Add Friends
GROUP ORDERING
MADE FUN + EASY

Set The Sound Own The Wait. Relax. Rewards Program

Better than a string quartet, the app VIP access to your own lounge Eating pizza is hard work and you
only plays what you want. Sync up your wherever you are. Connect with friends should be rewarded for it with more
phone with friends for a surround over Wi-Fi and Bluetooth to play games pizza! Earn 8 pizza pieces and receive a
sound effect. music or send messages. coupon code for a free medium pizza.

12

Ordering
Who Calls in for Pizza?
While in landscape mode, keep a
constant view of who is in the group,
the group total, and your personal total.
Youll Pay Me Back Right?! And the Countdown Begins
IOUs go right out the window! Your
total plus tip is now split evenly among the countdown to greatness
your group.
13
Curated for All
Using the flavor intelligence tab, you will only be presented with
options that you and your party all agree on.
Stay Up to Date
As soon as the order is placed you get Take it one step further and
see the distance between you
cheesy greatness. and your saucy loved one.
When your driver is 5 miles
away, you will be able to track
your pizza in real time.
9:23
Live updates on your pizza
Bio on the Pizza Maker to
give a friendlier face on our
rock star employees
#OVERDELIVER Delivery
We take delivery seriously. Even after
the pizza is dropped off we want our
customers to be completely satisfied. To
ensure this, we want feedback on our
services asap.
Get Notified
Rate the Experience
+ TIP
How are we doing? Tip your delivery
driver and rate your order. If an order
receives a 1 or 2 rating, the customer
will receive an email asking for ways to
improve and a coupon to win them back.
Report a Problem
Make it right. On social media as well as
an in-app comment section, customers
can voice their order satisfaction.
Dissatisfied customers will receive a
discount code, turning disgruntled
customers into fans.
Driv
et
oD
igital
Brag About Your Pizza
Show your followers that you have
great taste. Quick links let you post your
thoughts and pictures on your favorite
social media sites.

Whats The Hut?
The Hut is the new place to be on
the Internet. Full of crowd sourced
content, The Hut is ever-changing
with the next coolest thing.
Taste For Your Taste Buds
Based on how much info you
give The Hut, the page you see is
curated based on your taste and
what flavor of content you like.
A B
Sharing More Than Food
Hold down the good content and
swipe towards your friends around
you to spread the fun. Sitting alone?
Just choose a social media site and
share with online friends
Play To Win
Get your game on. Play mini games
with your friends to earn points.
Or get competitive. Have last place
cover the tip.
Let Us Match Your Vibe
Give The Hut a little
background info on who
youre with and what the
mood is, and well take care of
The Hut
the rest!
With the bae Date Night
Romantic Comfy PJs
Scary Movie
Environment: Mood Lighting
Burning Desire Playlist
R+B, Soul, Slow Jams
Turn Up
The party is in your palm. Need music, Movie Suggestions
movies or just funny cat videos? Well help
you get the party started instantly.
Specific Memes for the Situation
Find out if youre right for each
other based off your pizza habits! 14
Time to Break the Internet
Driv
et
oD
igital
Twitter
Own Mondays! Pizza Hut takes
the worst day of the week and
#Overdelivers happiness.
Snapchat
The Flavor of Now will dominate the
Discover page of Pizza Hut featuring
tons of crowd-sourced, customized
pizzas. In addition, Snapchatters will
have tons of emojis to share with
friends. Lastly, Pizza Hut will allow
users to select, buy, and pay for
their pizza right through the app.
Customized emojis for more
flavorful sharing fun.
15
Instagram Vine
Influencers will share how #Overdeliver Pizza Huts #Overdeliver contest will
brings their circle together. be launched featuring crowd-sourced
videos of #Overdeliver moments.
Winning videos will air in a Youtube
Commercial.
Driv
et
oD
igital
Facebook
Push the overdeliver movement
further by showcasing the best
The total is $22. Enjoy in 45 moments of overdelivery on
minutes :)
Facebook. Encourage users to
like, share, and engage.
 Online Game Show

Web series
Driv
et

oD
igital
"Overdelivered" is a web series premiering exclusively
on Hulu. The viewer follows Pete the Pizza Hut driver

Branded Content
on his deliveries which are anything but ordinary.

Gimme Pizza is a live streamed show on

YouTube created by Pizza Hut and hosted by
Chris Pratt, one of the stars of the TV Show
Parks and Rec and The Lego Movie. The first pizza
Ep. 01: Pete finds himself Ep. 02: After his long Ep. 03: Pete gets a pizza interactive game show for the home audience to
delivering pizza to a log term girlfriend packs up stalker, a man that gain #overdeliver points for free pizza.
cabin on the citys edge. and leaves, Pete is too loves pizza so much he Documentary
A park ranger emerges focused on emotions follows Pete around
to pay for the meal and to worry about his to every delivery for
invites Pete to a pizza deliveries. But, when a weeks. Pete tries to
party. Pete declines. late night delivery order help and gets the man
Unfortunately, a flat tire is at the home of a a job at Pizza Hut. Soon
leaves Pete stranded at fortune teller, Pete is Pete discovers that the
this two person party. more than happy to trade mystery man may be
the pie and find out what more interested in Pete
happens next. than pizza.

The #Overdeliver Branded Documentary

chronicles various valiant stories of people
overdelivering in everyday life, from soldiers
coming home to kids mowing their neighbors
lawn.
MEDIA RECOMMENDATION: In order to take advantage of existing partnerships branded content will be
featured on Hulu, as well as Youtube.
16
 #Overdeliver Digital Radio Script #Overdeliver Pre-Roll
The consumer is hypnotized into wanting the flavor of now. How do you #Overdeliver on Pre- roll? Give them
Driv

something worth watching for, like free pizza.

et

oD
igital
Digital Ads and Content

On camera talent: College Group: Betty White:

Commercials that
dont offer you free
You. Get. Free. YOUUUU. Get
pizza dont deserve Pizza. freeeeeee pizza.
to be watched. But
thats exactly what Driv
et
were doing. You get

oD
igital
free pizza.

VO: You are getting very sleepy. Your eyelids feel

heavy. When I count down from 5, you will fall into a
trance. 5-4-3-2-1. Pizza Hut has 2 billion flavors to
choose from. When I snap my fingers, you will wake up,
enter the promo code hypnotize for free breadsticks.
SFX: Fingers snapping Family: YOU GET Millennial VO: Get your first
VO: Pizza Hut. #overdeliver FREE PIZZA! YOU GET Backpackers: You order free on the
IT, GET IT? did your part and Pizza Hut app
sat through this, with promo code
so here ya go: OVERDELIVER

#Overdeliver Native Ads #Overdeliver Rich Media

Pizza Hut themed content will appear on Facebook newsfeeds. This highly shareable and engarging rich media ad
includes pizza math. Viewers enter their age and
the algorithm calculates how old they would be if
they tried a new flavor everyday

Jess you would be

Hey

3832 years old

before trying all
2,000,0000,000
flavors of now.
Overdelivery

#overdeliver

MEDIA RECOMMENDATIONS: Rich media and preroll will appear on websites chosen from Nielsens top 100 sites for 18
- 34 year olds. Native advertising will catch millennials interest by going to where they are - Buzzfeed, Playbuzz, etc.
17 Digital radio ads will be placed on both Pandora and Spotify.
#Overdeliver Traditional Billboard
The fridge is lame, we want to put your art on a big screen. Share your pizza online and you could

Out of Home
see it highlighted on a billboard near you. This crowd-sourced initiative celebrates local pizza lovers
flavorful moments of overdelivery and supports the local Pizza Hut franchisees.

#Overdeliver Digital Billboard

Dont just say #Overdeliver, see it. Visual moments
that #Overdeliver will cycle through on this digital
billboard. This is another terrific opportunity to
showcase local moments of overdelivery. These
#Overdeliver moments can be crowd-sourced locally
and selected by nearby franchisees.

MEDIA RECOMMENDATIONS: Billboards will be placed near franchisee locations.

18
 #Overdeliver Pizza Vending Machine
Interactive Out of Home
Pizza Hut overdelivers with flavor on the go. Choose Skinny or
Classic crust with all of the new toppings, including drizzles in less
than 3 minutes (thanks to infrared ray technology). Pizza vending
machines will be placed in high traffic areas. Overdelivering Pizza
Hut goodness everywhere.
Driv
et

oD
igital
#Overdeliver Double Sided Mall Kiosk
Touch screen mall ads will lure shoppers with a sexy, inviting
voice (think Barry White) and allow shoppers to order digitally
on the other side and pick up at a nearby Pizza Hut.

Copy VO: Do you feel that? A little steamy. A

little saucy. A complete flavor party. All up in
your mouth. Oooh Sweet Honey Sriracha, some-
bodys not afraid to get steamy. Pretzel cheese
stuffed crust? Your taste buds are frea-kay.
With 2 billion combinations, overdelivering to
#OVERDELIVER completely satisfy your taste Buds. Mmmmm only
at Pizza Hut, The Flavor of Now.
Driv
et

#Overdeliver Pizza

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#Overdeliver Interactive Transit Stop
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Box Installations This highly

Open the Pizza Hut app, hold it up to the shareable
pizza hut box to unlock fun and endless interactive transit
prizes from the brand. stop not only
smells great (pizza
scented), it also
plays Spotfiy tunes
so good you just
might wait for the
next bus. These
transit stops are
also hot spots for
easy digital orders.

MEDIA RECOMMENDATIONS Transit ads will run in urban cities

19 Installations will be placed in shopping malls with Pizza Hut Express stores. with extensive public transit.
#Overdeliver
College Tailgating
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Fantasy

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Football and Music Festivals
#Overdeliver at the big music festivals (Lollapalooza,
Sunset, Summerfest) and Division I football games.

Experiential
Trucks full of party supplies and pizzas will be outside
the stadiums for football games, as well as outside
music festivals full of games, free downloads, and
digital ordering incentives.

Timed perfectly with #Overdeliver, fantasy Type in THELEAGUE at

football themed show The League will be the end of your order
premiering their 7th and final season. So, for exclusive deals and
who better to have at a fantasy football a shot to win the Very
pizza party than the cast and plus a few Real Fantasy Draft
NFL stars? Party Experience.

Cinema
Let the pizza be with you. Trucks outside of cinemas will be delivering pizza to the fans in line for the upcoming
blockbusters, (like the upcoming Star War film,) and taking photos of the best costumes in line. Once the theatre is
filled, our ad will appear, showcasing individual overdeliver moments of attendees in costumes, camping out, etc.

MEDIA RECOMMENDATIONS: Event buses will visit places where crowds gather -the hottest movie premiers, colleges,
NCAA pregame tailgating, and much more. Other examples of waiting overdeliver moments will be at premieres for
Minons, Spectre 007, and Mocking Jay Part 2.
20
Partnerships

BOOK IT!
That Is Not A Pizza is a book/ebook released for free in late
August to help introduce the Book-It program. The book
teaches preschoolers to early grade schoolers acceptance of
physical differences through the Flavors of Now. A mini version
of That Is Not A Pizza will be shrinkwrapped with family pizza
orders in back to school days and provided free to all schools
participating in Scholoastic books.

Bloggers & Vloggers

Bloggers/Vloggers with audiences that reach millennials,
famillennials, and gamers will promote The Flavor of Now on
their respective platforms.

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Xbox
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Chegg
In partnership with Chegg, coupons will Play hard, eat hard. When an Xbox player reaches enough
be included in every book shipment achievements from playing games they will be awarded with a
between August and September for free pizza that they can then order straight from their Xbox.
the start of the new semester. A great
welcome for budget conscious college
21 students everywhere.
Digital Car Topper

Pizza Moment of Truth

New Pizza Boxes
Pizza Huts boxes will overdeliver with a soccer
field game board, where famillennials and
millennial friends alike can play together. All you
need is straws! This will also be a showcase for the
enclosed shrinkwrapped mini That is Not
a Pizza booklet.
Digital car toppers placed on delivery cars that
will show new menu items and feature live
tweets from local consumers that #Overdeliver.
A great way to drive franchisee traffic. 22
 The Overdelivery Project
Pizza Hut will host their inaugural
signature event with an annual party
The Over Delivery Project
on November 19th to celebrate the
day pizza changed. By inviting only
the top pizza lovers found through
our app and all social media
channels, this place will be packed
with people who know pizza.
Overdelivering on flavor and
experience, there will be multiple
attractions including a breadstick
Our Signature Event

garden to relax and enjoy some

flavored pizza while listening to the
#Overdelivery Stage with performances by top artists: Driv
et nearby live music.
Bruno Mars, Hozier, and Maroon 5.

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#O
ve
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er

The pizza party bus will also be there providing air conditioning,
good music, and Xbox Ones to play.
For the more adventurous pizza lover craving hands-on
overdeliver craziness, go carts, and a sauce n slide will cure the
need for speed.
#Overdeliver VIP Franchisee Meeting
At the annual meeting, franchisees will be able
to take part in the activities featured at our Over
Delivery Project event. Giving the front-line store
owners a VIP preview of our national campaign.

MEDIA RECOMMENDATIONS: This event will also be promoted digitally on Facebook, Twitter, and Instagram before, as it
happens, and after.
23
 Bonus
Round

New Years Eve

To take the first full year of flavor out with a bang, we
are sponsoring New Years Eve with Carson Daly on NBC
Times Square and bringing the party. Giving out branded
swag including sunglasses, poppers, party hats, and
noisemakers. We will also be promoting the success of
#Overdelivery Project on multiple big screens surrounding
the area. And, of course, closing out the year (and our
campaign) with lots of Pizza Hut Flavor of Now slices.

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Cant make it
out to the Big
Apple? Order a
#overdeliver free
party box with your
pizza. Filled with
all of the same
branded swag
given out in New
York City.

MEDIA RECOMMENDATIONS: The iconic ball for the ball drop will be taken over. Also, digital billboards in Times Square will be bought.
24

Media Objectives
Media Planning
Reach 75% of millennial
customers (18-34 year old)
Generate 4 times viewing frequency
against 18 - 34 year old consumers
Drive digital ordering by 18-34 year
old audience
MEDIA TIMING
JUL 2015 - DEC 2015
Media Target
18-34 pizza lovers. Especially men and famillennials. Financially
stressed, busy, but fun loving and experience-craving sharers. People
seeking better pizza and better adventures worth their time, their
wallet, their Twitter, Facebook accounts and more.

Media Strategies
Crave timed buys to maximize media
aperture, being at the right place at
the right time
High frequency to position Pizza Hut
as number one and top of mind
Digital interactive campaign
components sought to increase
engagement and activation
Media vehicles with high social
sharing selected to increase
digital advocacy
SEO/SEM
Media Optimization Our media budget also includes purchasing relevant, trending keywords for
The campaign will be monitored SEO/SEM. Keyword buys will be flexible to reflect current trends. However
closely daily throughout the campaign. the following keywords will be included throughout the campaign:
Digital and traditional buys will be Overdeliver NCAA Pizza Vending machine Mockingjay Premiere
evaluated against market metrics to Flavor of Now Pizza Hut App The Hut Star Wars Premiere
optimize sales impact for Pizza Hut Overdelivery Project Fantasy Football Pizza Boxes
local franchisees. Crave Party Bus The League Minions Premiere
007 Premiere
Key Media Touchpoints Media Buying Flexibility
Media vehicles are indicated within Some of the highly competitive media elements will be locked and loaded
this planbook on each page as the 360 to ensure media placements and/or avoid inventory issues (e.g., digital
campaign unfolds. Buys are designed billboards, etc.). However, a portion of the buy will remain open and flexible
to reach our target at every key for local franchisee opportunities as they arise. Media professionals will
touchpoint in their brand rediscovery. work with local franchisees to ensure media plans accommodate their most
25 critical needs.
 STRATEGIC CONTACT Media Budget:
TACTICS JUL AUG SEP OCT NOV DEC
FOCUS POINT We will be spending a total of
Anthem Spot in Prime, Late Night, Sports & Daytime
$150 million on a cross platform
AWARNESS Tv & Pre-Roll Talk/Magazine Formats on Top Millennial Programming,
:15 Pre-Rolls on Millennial Favorites media buy.
Crave drive times traditional radio & digital video

Activity Flowchart
Digital & Traditional Radio
:15 fun. (Pandora, etc.)
Traditional & digital boards by franchisee
Digital & Traditional Billboard
stores celebrating #overdeliver locally
Branded Hulu Delivery Man Comedy Series * YouTube Game Show *
Digital
Entertainment YouTube Overdelivery documentary
Targeted millennial sites where anticipate branded content
Digital Native Ads
(e.g., Buzzfeed, Playbuzz.)
Blogger outreach via top millennial followed bloggers
Digital Inuencer Marketing
& mommy bloggers
Group Games, Music, Social Sharing, Memes,
INTERACTION Web Site & App Movie Suggestions, Mood Lighting (including Disco Ball
Craziness, all from your phone or bigger screens)
Interactive Spectacular Transit * Interactive Mall Displays
Digital Digital OOH * Place Based Augmented Reality Installations
(near Express & Delco stores)
Interactive Leading Millennial Lifestyle, Entertainment, Sports, Family
Digital
Rich Media & Celebrity Sites
Facebook, Twitter, Vine, Instagram, & Snapchat celebrate
Digital Social Media Pizza Hut and stress busting, Mondays and awesome
crowd-sourced moments of personal overdelivery

Crowd sourced Crowd sourced premiere seles on big screen for

Cinema Ads
Digital major releases
Pizza Hut food bus & guerilla activities while waiting (e.g.,
Line Waiting
TRIAL Experiential
major movie premieres, Black Friday sales, Xbox product
launch, and NEW YEARS EVE Times Square)
Campus, Sports & Campus visits, carnival-esque fun for Greek Rush, New Broadcast 40%
Live & Digital Sharing Fantasy Football Students, Homecoming & Finals. Tailgating party bus at
Experiential NCAA games. Fantasy Football celebrity drop-ins Digital 23%
Live & Digital Sharing Festival Experiential
VIP #OverDeliver Pizza Hut Lounge at leading fests Social 17%
(Lolla, Austin City Limits, etc.)
Pilot program at key hungry locations (student unions,
Out of Home 7%
Live & Digital Sharing Vending Machine
oce buildings, etc.) Sponsorships 5%
ADOPTION/ Signature annual event celebrating overdelivery moments SEO/SEM 3%
Overdelivery Project from Pizza Hut lovers. Features: Sauce & Slide, Breadstick
ADVOCACY Forests, Go Karts & amazing Music. Radio 3%
In Person & Digital
Point of Sale In-box games, sele props, immediate check in polls, Cinema Pre-roll 1%
Overdelivery incentives to share/post
Exclusive That Is Not A Pizza book created & shared with
Branded Content 1%
schools nationwide via Scholastic books & mini books
Sponsorships/ Chegg, Book-It,
in orders Chegg book rental deliveries all get promotion.
Partnerships Scholastic & XBox Xbox continued partnership rewards high scoring players
across games with Pizza Hut.
Local digital billboards, social media, publicity, the branded
Branded The Movement is documentary and the Signature Event, The Overdelivery
Documentary Sharing Project,all celebrate Pizza Hut adoption and
advocacy, creating a personal overdelivery movement.

Production Budget: Experiential $20,000,000 Social Media and Event Managers $2,000,000
Traditional Broadcast $5,000,000 Branded Content $2,000,000
Another 52 million
Traditional Billboard $4,000,000 BOOK IT Sample Inserts $1,500,000
will be reserved for Transit Shelters $3,500,000 Game & Event Boxes $1,000,000 25. Nielsen, 2014. 26. Geskey, R. (2014). 2014
production costs Celebrity Contracts $3,000,000 Pre-Roll $1,000,000 Thumbnail Media Planner: Advertising Rates & Data.
used to execute Party Buses $3,000,000 Blogging/Vlogging Sponsorships $500,000 Rochester, MI: CreateSpace Independent Publishing
ideas. Optimization and Emergencies $3,000,000 Digital Mall Displays $400,000 Platform. 27. Marshall, J. (2013, February 21). What
Vending Machine $2,000,000 Pizza Mall Installations $400,000 Online Ads Really Cost - Digiday. Retrieved March 4,
2015, from http://digiday.com/publishers/what-online-
Total $52,300,000 ads-really-cost/ 28. Kantar, 2014
26
 Ongoing Quantitative Tracking
Our benchmark quantitative Awareness-Attitudes-Usage study has already been fielded. Midpoint and post campaign
research phases will assess the impact of the re-brand communication, new menu, attitudinal shifts, purchase intent, and
competitive comparisons nationwide.

Qualitative and Post Purchase Quantitative Work - Stores & Millennials

Measurements & Evaluation
We will conduct millennial focus groups and interviews before and halfway through the campaign to measure
success of the new menu. The app or text message will prompt customers to submit a quick survey about their
experience an hour after the driver drops off the pizza, so the customer has time to gauge their experience
completely. The survey will offer a free order of breadsticks on their next purchase for completion.

Social Media Monitoring & Brand Engagement Metrics

We will be measuring not just ROI, but ROE (Return On Engagement). Our social media community managers will be assessing
not only what is said, but when and how. Days of the week, topics, offers, activations, rewards invitations and more will
be assessed for engagement impact. Sentiment, retweets, shares, likes, views, and follows will all be included in the
measurements.
Experiential Metrics
#Overdeliver experiential stunts and the signature Overdelivery Project event will be measured by far more than attendance
figures and entries to win. Social media mentions, game downloads, shares, likes as well as PR /publicity coverage will all
contribute to total impressions and accountability.

Digital Analytics/KPIs Potential Optimizations Potential Pitfalls

We will measure not only the traditional
CPCs, CTRs, etc. -- but also the length
of time spent and the outcome of the
time spent on the digital forums. Key
performance indicators will include:
Length of stay on web and mobile
dashboard
How often customers use the app for
ordering and interacting
Number of orders phone versus digital
Units per-transaction phone
versus digital
Number of payment splits sent Media buys will also be
through app
Measure shares converted from the app
and comments sent from app through
activity
27
SEO/SEM keywords will be TV show cancellations will be handled
monitored daily and altered to by re-allocating budget dollars to
fit current trends better performing programming
Partnerships may be added or Events may get canceled due to
changed as new bloggers and weather or unforeseen problems.
vloggers rise to popularity Rescheduling or re-planning will occur
Sites chosen for rich media in this scenario.
and pre-roll will be also be Vending machines may have
observed and tweaked to technical problems. Machines will be
accommodate shifting in monitored to make sure that they
trends on and offline are operational and being used.
Non-functioning machines will be
monitored for performance repaired, or moved to higher traffic
and adjustments as needed locations.
 Alya Connell Cheryl Faux CJ Missar Connor Hudson Corey Waldron Hilary Miling Megan Mak
Account Account Planner Copywriter Copywriter Art Director Art Director Art Director
Management

Rebecca Senft Janice Lim Jeff Konkel Karell Blancaflor Leto Minowa Siobhan Nelson Tracy Klag
Media Planner Media Planner Art Director Art Director Copywriter Account Copywriter
Management

Peg Murphy, our

faculty advisor, thanks
for pushing us to
produce our
Pilar McQuirter Kate Fundarek Garrett Black Luke Crawford Alex Kalb best work.
Account Account Account Planner Account Art Director
Management / Management Managment /
Digital Strategist IMC

Thank you to everyone that have helped us overdeliver throughout our college careers!
Shanita Akintonde, Herbert Allen, Sandra Allen, Donna Lucas, Chris Huizenga, Alton Miller, Larry Minsky,
Rachel Ready and all the wonderful adjunct professors. Also, staff members: Craig Sigele and Julie Harris.
Dean Robin Bargar, Associate Dean Mirella Shannon, Associate Deans Charles Castle and Pattie Mackenzie.
Associate Chair, Communication & Media Innovation: Kevin Christophersen.
Communication & Media Innovation Chair: Len Strazewski.
Danny Bittman, Brad Martin, Carl Murray, Cassidy Johnson, McKenna Powell, Victoria Mathews, Ryan Wasney, Haley Benson,
Ella, Nicholas, Simon, Geoff & Andrea Caplea, Breanna Benedict, Jordan Dante Moore, Emily Bailey.