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SLICE

OF

LIFE
2
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4
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INTRODUCTION

The Carney brothers, Frank and Dan,

started the Pizza Hut franchise in 1958 at
the ages of 20 and 27, respectively. (1, 2)
They recognized the increasing popularity
of pizza in the United States at the time
and jumped at the opportunity to create
a successful franchise. That franchise has
grown to be the worlds biggest name in
pizza (3) and has millions of customers
around the world. These men continue to
connect with their customers, specifically
those of the Millennial Generation, through
their products and through their ideals, as
they share their entrepreneurial spirit with
27% of this generation who are currently
self-employed. (4)
Pizza has become a staple in the American
diet. United States pizza sales were over
$37 billion dollars in 2013 alone. This
number correlates with the fact that
the average American young adult can
typically be summed up with just one
word: BUSY. The individuals that are
currently in the 18-34 age range here
in the U.S. are, more often than not,
searching for a dining option that fits
not only their budget but also their busy
schedule and lifestyle as well. Pizza Hut

has become one such dining solution but

has the potential for a larger share of this
groups wallet by utilizing the things that
this busy demographic always has time
for, no matter what: their mobile devices,
computers and the Internet.
Through the use of the Pizza Hut website
and the Pizza Hut app designed for mobile
devices such as smartphones, tablets
and e-readers, Pizza Hut can become
more interactive, efficient and simple to
do business with. Through the use of a
tailored design approach, the online Pizza
Hut experience will become custom to
each visitor and will increase the amount
of convenience and relevance
they hold in the eye of
the young, millennial
consumer.
With this campaign,
we hope that the
web will soon be the
first place customers
will look for that
iconic red roof.

TABLE OF CONTENTS

HISTORY

11

CREATIVE

KEY PROBLEM

23

MEDIA PLAN

OBJECTIVES

24

MEDIA BUDGET

CREATIVE BRIEF

25

EVALUATIONS &
RECOMMENDATIONS

TARGET PROFILE

26

OUR AGENCY

COMPETITION & SWOT

27

CITATIONS

10

PRIMARY RESEARCH

HISTORY
1981

MILLENIA LS

1984

1990

1989

1991

World Wide Web

was launched
Ronald Reagan
40th President

PIZZA INDUSTRY

1980

Pizza Huts Book it!

Program is integrated
into elementary schools

1983

George H.W. Bush Sr.

41st President

Hubble Telescope is
launched into space
U.S. experiences an
8-month recession

1984

1985

1987

3-Legged plastic support

found inside pizza boxes

First Opening
Pizza Hut creates
Book It! program

TECHNOLOGY

1984

1989

1994

1998

First Product
Sold Online:
a Pizza Hut Pizza!
Macintosh is
introduced
Nintendo launches GameBoy

1990
Industry revenue rises
despite economic recession

Pizza-Saver is patented

#1 Food in America

Cold War ends

President Reagan
endorses Book It!

2000

2001

The dot.com
bubble bursts

2003
Myspace is launched

Google is launched
1st iPod
is released

LinkedIn is launched

HISTORY
1999

1993

2001

2009

George W. Bush
43rd President

Barack Obama
44th President

September 11th attack

on World Trade Center
in New York City

1998

2007

2009

2011

Controversy over the

U.S. Congress declaring
pizza a vegetable

2012
Pizza industry sales
exceed $36 billion

Online and Mobile

pizza ordering
begins with Dominos
Dominos created
the Heat Wave
Delivery Bag

2011

Recession begins and

continues until 2009

Y2K pandemic
Bill Clinton
42nd President

2007

Dominos & Papa Johns

begin taking orders
through SMS

First iPhone
ordering app
is launched by
Pizza Hut

Pizza Hut is the

most Googled
brand globally

Pizza Hut and

Microsoft team up
and create ordering
through Xbox Live

2014
Digital Ordering
49% of Papa Johns sales
40% of Dominos sales
43% of Pizza Huts sales

Lets Pizza vending

machine is created

2004

2005

2006

2007

2010

2011

1st iPad is released

Facebook is launched

Flickr is launched

launched

Twitter is launched

Pizza and online gaming

unite when Sony and
Pizza Hut team up

Pinterest is launched
1st iPhone
is released
Instagram is launched
Tumblr is launched

Google+
is launched

2015

KEY PROBLEMS & OBJECTIVES

Key Problems
There are several big names in the pizza
industry the biggest being Dominos, Papa
Johns, and, of course, Pizza Hut. All of these
companies have one main thing in common,
besides pizza, of course, and that is they are
looking to capture the attention of the coveted
Millennial generation.
Pizza Hut is the number one name in the pizza
industry with 16.7% (1) of the total market
share. Unfortunately, Pizza Hut is not top of
mind when Millennials think about ordering
pizza with their mobile devices. Millennials
want to use tools that make it easier and more
convenient for them to order food. Confusion
on how to use ordering tools will make them
look for a better alternative immediately. Yes,
Pizza Hut has an app and a website that have
a main purpose of making it more convenient
for customers to order from them. When
compared to some of their competitors apps
and websites though, Pizza Huts digital game
just is not as strong.
Pizza Huts main challenge is to give Millennials
more of a reason to order online with them
rather than looking elsewhere to one of the
many other options they have. By making the
Pizza Hut user experience much more of a true
experience and less of a task, they are much
more likely to capture and keep the 18-34
year old audience. After all, this is pizza we
are talking about and everything about pizza
should be about making it great.

er
obile ord
m
r
o
e
n
i
l
An on
rofit per
p
e
r
o
m
4%
an
yields 21.
verage, th
a
n
o
,
r
e
)
custom
l order. (3
a
n
o
i
t
i
d
a
r
does a t

Peopl
e
order s favorite
fo
o
mobil nline or w od to
i
e dev
ice is th a
: PIZZ
A. (2)

Res
app taura
n
on down t-spe
ci
the
lo
rise ads a fic
. (4
re
)

Objectives
To create a campaign that captures the
attention and engagement of the Millennial
market while not alienating the current
customers of Pizza Hut.
Establish the Pizza Hut brand as a leader for
18-34 year-olds who order pizza digitally with
a new strategy and position in the market
that gives them a relevancy, increases their
positive brand perception and drives the
target market to purchase.
Reach a target 60 percent of total Pizza
Hut orders to be submitted online or with a
mobile device by the end of 2015.

CREATIVE BRIEF

Client

Pizza Hut

Project Title

Slice of Life

Job Number

003

Date:

11/11/14

Whats the business challenge?

What do we need to say?

Most Millennials think of Pizza Hut as being one of their topof-mind choices when ordering pizza, but when it comes to
ordering pizza via their mobile devices or computers, they
dont think twice about Pizza Hut. These Millennials find
ordering pizza online or with a mobile device from some of
Pizza Huts competitors to be easier and to have a better
experience. We want to change that finding and make their
experience ordering online with Pizza Hut entertaining,
convenient, and simple.

We need to let consumers know how simple, entertaining

and convenient it is to order through Pizza Huts newly
designed app and website. Ordering digitally with Pizza Hut
gives the consumer an easy way to get a great pizza while
still having a great user experience.

Whats the communication

objective?
By giving the user a better experience while ordering,
Pizza Hut will increase the amount of traffic to their online
ordering site and mobile app. We are looking to show the
Millennial market that Pizza Hut is innovative and is the
easiest way to order great pizza online. We will be able
to see if our campaign was successful by comparing the
amount of traffic to the website and app before the launch
of the campaign and after the launch of the campaign.

What makes this believable?

Great User Experience: Pizza Hut wants only the best for
their customers in store and online. Creating an online
experience that mimics the intimacy of the in-store
experience with the additional convenience and speed
of the web will ensure a pleasurable and accurate user
experience.
Convenient: Through the flexibility of the Internet, Pizza Hut
can go, literally, anywhere. Customers can access Pizza Hut
no matter where they are with online ordering and make
their order in the way that fits them best.
Trustworthy: Pizza Hut has grown to be the worlds biggest
name in pizza from their humble beginnings in 1958.

TARGET PROFILE
Meet the Millennials
This is the target market that almost every business is looking to capture the
attention of and turn into lifetime buyers of their product. The Millennials are
bigger than and differ greatly from the generations that came before them. This
makes them the most alluring and difficult market to target.

MILLENNIALS - TOP 10 MARKETS

(BY PERCENT/INDEX FOR CONCENTRATION)
1. Austin, TX (16%, 120)
2. Salt Lake City, UT (15%, 117)
3. San Diego, CA (15%, 117)
4. Los Angeles, CA (14%, 109)
5. Denver, CO (14%, 109)
6. Washignton, DC (14%, 109)
7. Houston, TX (14%, 108)
8. Las Vegas, NV (14%, 108)
9. San Francisco, CA (14%, 107)
10. Dallas-Ft. Worth, TX (14%, 106)
(8)

So, what makes them so

enticing for businesses
to target?
They are HUGE! Millennials account for approximately
25% of the population, have passed the Baby Boomers
in size, and are three times the size of the Gen Xers (1).
A lot of people means a lot of buying power. Millennials
have about $200 billion of their own money to spend
each year but, because most of this generation is so
close with their families, Millennials end up borrowing
another $300 billion from their parents (1). This means
their $500 billion buying power could buy almost 45
billion pizzas from Pizza Hut if they use the $11 Any
deal that is featured on the website.

What are these Millennials like?

Millennials are notorious for being extremely tech savvy and having a gadget or
app for everything. You will never catch a Millennial without their mobile devices in
hand or in their pocket. Because they are constantly distracted with their mobile
devices, they have been forced to learn how to be serious multitaskers. Posting a
selfie to three separate social media accounts simultaneously while still trying to
walk down the street takes some seriously developed skills. These skills have become
necessities, though since Millennials are obsessed with their smartphones and social
media. 75% of Millennials have a profile on at least one social media site (2) and
the members of this generation spend an average of 14.5 hours each week talking,
texting, and accessing social media with their smartphones (3).

TARGET PROFILE
rew
D
m

I
,
Hi

Drew Larson is 27 and

living the single life. He
lives in Houston, Texas(4)
and works as an assistant
marketing coordinator for
a small legal firm. Drew lives
very close to his hometown
and is still great friends with
some of the people from his
high school and college. He loves
to have guys night at his place
to watch ball games with all of his
buddies, but when it comes to cooking
for that many people that is a task he is not
keen about taking on.
Like most other Millennials, Drew is in a very
committed relationship with all of his mobile
devices. He never leaves his house or even
goes into the bathroom without his iPhone
(5) because Drew has to keep up with his 453
Facebook friends and 302 Twitter followers.
Drew often says that if someone were to steal
his phone, they would be: stealing my entire
life!(6) As far as food is concerned, Drew
knows how to make toast and cook noodles
but that is about the extent of his cooking skills.
Even though he doesnt cook well, Drew loves
to eat at home so he can sit down after a long
day and watch a couple episodes of his favorite
show on Netflix (7). For this reason, if Drew does
decide to eat out, he would much rather order
something with his phone for carryout or delivery.

In a Relationship

COMPETITION & SWOT

COMPETITION
Pizza Huts principal competition consists of other fast-casual
pizza chains within the pizza industry. The Industry leaders are
Pizza Hut, Dominos, Little Caesars, and Papa Johns, respectively.
The perceptual map shown on the right depicts the overall sales of
these pizza chains in comparison to their digital sales in the form
of percentages. Pizza Huts digital sales percentages are lower
than others within the industry, yet their overall sales outrank all of
the others (2). For example, Papa Johns digital sales account for
60% of their overall sales (1), yet their sales are significantly less
than those of Pizza Hut. To be specific, Pizza Hut made 770 million
more dollars in digital sales in that Papa Johns in 2013. (2)

Perceptual Map
Papa Johns
Dominos
Pizza Hut
Little Caesars

Overall Sales

Digital

$2.4 Billion

60%

$3.5 Billion

45%

$5.7 Billion

43%

$2.9 Billion

0%

Digital
Sales (%)

Overall Sales

SWOT
Strengths

Weaknesses

Opportunities

Threats

Financial Stability

Currently NOT the

industry leader in
online ordering

Better utilize online social media

to engage customers

Rising ingredient costs

Industry Leader
Wide Customer Base
More than 6,300
traditional restaurants
in the U.S. alone
International Presence

Lack of healthy pizza

and sides, including
gluten free options

Create a better user experience

for online ordering
Expand into unreached countries

Competitors online
ordering capabilities
Competitors increasing
their digital advertising
budgets

10

PRIMARY RESEARCH
Z A BE ST OF Z A BE ST
Za Best of Za Best is an event hosted by the Public
Relations student organization at Ferris State
University. The event has all of the pizza chains in
the Big Rapids area bring in their best pizza for
students to sample and vote on the pizza they
like the best. We interviewed 16 of the students
who attended the event to understand their pizza
buying habits better and what influences them to
buy from a certain company.
We found that price is a big factor in almost all of
the interviewees pizza purchasing decision. Even
though they may have liked one of the other pizzas
better, they hesitate to switch because it might be
more expensive than what they normally purchase.

Interviewees: Age & Gender

Favorite VS. Most Purchased

M

30%

10

Favorite

Purchases

9
8

25%

7
20%

6
5

15%

4
10%

3
2

5%

1
19

20

21

22 23
Age

24

26

Pizza
Hut

Jets

Pizza Mancinos None

King

Brand

Reasons for Purchase

37% - Taste

31% - Price

16% - Brand Preference

16% - No Purchase

FOCUS GROU P INSIGHTS

To gain further understanding of the target markets views on online and mobile ordering, we held a focus
group. This focus group consisted of 12 participants ranging in age from 19 to 33. Listed below are several key
insights from this meeting.

Participants were more likely to use apps that have a high rating, are entertaining, and are
eye catching.
Participants were less likely to use apps that are not easy to navigate, do not list prices along
with food items, and apps that crash often and load slowly.
Participants stated that they would be more likely to order digitally if they are offered
coupons, specials deals, and free items.
Participants also stated that if a company has a rewards program it encourages them to
order from the company more often.

68%
t h a t of 2 0 to
t
t h ey h ey w o 3 4 - ye a
ru
b
re ce u y i f i l d c h a o l d s s a
n
t
i ve
i
mor mea nt ge whe d
e pr
t h ey
re
ogr
wo
am
r ew u l d
a rd s
. ( 1)

11

CREATIVE

So, Whats the Big Idea?

Pizza Huts new campaign
ultimately needs to change HOW the
target market purchases pizza not HOW
MUCH they buy pizza. Motivating Millennials
to get online isnt the challenge here.
Motivating Millennials to get online and buy
from Pizza Hut over all the competition
however, is. This campaign needs to
differentiate itself from all of the other noise
going on right now about digital, online,
and mobile. This campaign needs to make
the Pizza Hut online experience just that for
the user: an experience, not just more
of what they already know. Creating
an engaging, interactive, rewarding
and entertaining experience for the
Pizza Hut customer will change the
way they look at buying pizza and
will change how they look at the
seller/buyer relationship. Creating
this type of experience will make
buying Pizza Hut through the
online, digital and mobile channels
our target markets top of mind
choices for order placement.

Thats why we created:

Slice of Life
The Slice of Life campaign is centered around an online
user experience that transcends the basic online purchase
model. This campaign has been created to remind Millennial
consumers about how seamlessly Pizza Hut fits into their
lives and to inform them about Pizza Huts all new, original
digital, online, and mobile platform called: Slice of Life.
Slice of Life is a fully integrated social media, buyer
rewards, customer service and product purchasing
portal. Through Slice of Life, users can socialize
and interact with their friends and other Pizza Hut
fans, just like them. Along with interacting with
other Pizza Hut customers, users can connect
with Pizza Hut itself in a fresh and genuine
way. Slice of Life members will earn rewards
for their online purchases and receive
promotional coupons and offers that people
buying pizza in the traditional ways wont
ever see. Slice of Life gives the Millennial
target market everything they look for when
going online all in one place. A place to
conveniently purchase the products they love,
receive rewards for the money they spend, talk
to the people and brands they care about, and
make new connections with people like them.

SLICE

OF

LIFE

CREATIVE

Social Media

12

#MySliceOfLife

Millennials are a social generation and are the founders of

the social media movement. They are constantly connected
to their smartphones, tablets and laptops, which keep the
lines of communication open 24/7 between them and the
rest of the world. This generation takes the opinions of other
consumers seriously and tends to seek out what has been
said online about a product before they make the decision
for themselves to buy. Using a brand focused social media
account through Pizza Hut will engage users in two-way
communication between both individual users and the rest
of the Pizza Hut customer community and individual users
and the Pizza Hut brand itself. This type of communication
will lead to users sharing relevant and useful information
for other customers and for the company. (1) This type of
communication will turn customers into brand ambassadors
who will share the word about Pizza Hut, influence the
purchase decisions of others looking to buy pizza and will
lead those individuals to Slice of Life. (2)

How Much Does User-Generated Content Play

In Your Purchasing Decisions?

(2)

To keep our target market

engaged with Pizza Hut and
Slice of Life on other social
media sites, we will be running
a contest called #MySliceOfLife.
The contest will ask our fans
to show Pizza Hut how pizza
fits into their life by submitting
pictures via Facebook, Twitter,
and Instagram. Participants will
be competing to win a chance
to be featured in Pizza Huts
next Slice of Life commercial. A
new winner will be chosen once
a month for the first year of the
campaign.

Adding social media capabilities to the Pizza Hut digital

experience to drive engagement, brand awareness and ultimately
lead to an increase in online sales seemed like a no-brainer
because a majority of the target market:

75%

86%

84%

currently has a
personal profile on
at least one social
media site (3)

is willing to share
information
about their brand
preferences online (3)

relies on the opinions

of others to help
formulate their own
purchase decisions (2)

13

CREATIVE

Rewards
Millennials arent cheap and arent clipping coupons in the small amount
of spare time that they have but they are frugal, thrifty and interested in
a good deal, in fact, deals account for 31% of their shopping dollars. (1)
Millennials expect more from the brands the frequent in terms of rewards for
their loyalty. (2) Through Slice of Life, users will have their loyalty rewarded
through two different personalized rewards programs: Cyber Slices and
Pizza Points. In one 2014 study, 68% of 20 to 34-year-olds surveyed said
that they would change where they buy if it meant they would receive more
program rewards and a third of those surveyed reported buying something
they didnt need or want just to earn points. (3)

SLICE

OF

LIFE

% brand
0
0
1
e
r
a
ls
Millennia
er guys
h
t
o
e
h
t
l
nti
loyal u
ount. (4)
c
s
i
d
a
m
give the

Millennia
ls are big
ger deal/
discount
shoppers
than any
other gen
eration. (
1)

Pizza Party
Pizza Party is the label that all of the connections individual
users have through other social media sites and in their cell
phone contacts will fall under. Slice of Life allows users to
interact with every other user on the site but with the Pizza
Party categorization, users can view the individuals who they
are connected with through other social media platforms like
Facebook or Twitter or their phone contacts by connecting
Slice of Life with these other platforms and syncing Slice of
Life with their phone. Pizza Party is the place for users to see
their closest friends product preferences and purchase habits,
get feedback and input about products theyre looking to try,
and to connect with them socially.

CREATIVE

Pizza Points
The Pizza Points rewards program is the second
rewards program that is run through Slice of Life. Unlike
Cyber Slices, that awards every customer the same way
every time they place an order online through Slice of
Life, no matter what they order, Pizza Points awards
users based on the value of their orders.

Here is how it works:

Cyber Slices
SLICE

OF

Hello Drew

LIFE

125 points

REWARDS

PIZZA POINTS

125
Every item on the Pizza Hut menu will have a point value
assigned to it according to its monetary value. Higher
CYBER SLICEs
priced items will be assigned higher point values. When
a Slice of Life user places an order online through the
ONLY 4 SLICES
Slice of Life site, they will receive the number of points
equal to the total sum of the points assigned to each
item in their order. The more money the user spends
SHARE A SLICE!
on their online order the more points they are awarded
into their Pizza Points counter. Users Pizza Points will
be able to be redeemed as bonus free items when the
points reach certain levels. Users can either redeem
^
their rewards as soon as they reach the first level or they
can choose to continue to earn points and save them
up. Higher levels of saved Pizza Points will be worth
bigger and better bonus free items. The Pizza Points
counter for each
user will be located
on their Slice of Life
profile under the
My Rewards tab.
Millennials are a value-focused generation. When making
Just like the Cyber
the decision to buy one brands products over another,
Slices program,
especially when the products are interchangeable, like
Pizza Points are able
pizza, they will choose the brand that has the most
to be sent from user
added value to them that comes in the form of rewards.
to user as gifts as a
Over three-quarters (78%) of Millennials are more
way to integrate the
likely to choose a brand that offers a loyalty or rewards
social and ordering
program over a brand that doesnt offer one. (5)
components of Slice
of Life.
D

150 POINTS Free Small Cheesy Breadstick

ONLY 25 POINTS

200 POINTS 1 Free Two-Liter

250 POINTS 25% Off Your Next Purchase

e r sli e wit
o rien
r s to elp t e
e rn t rei ee
r pi
et in rn
r t e
n sen
o sli es to p t tow r r s ee
r opi

ASK A FRIEND FOR A SLICE

The Cyber Slices rewards program will be one of

two rewards programs run through Slice of Life.
This is how it works:
Every time a Slice of Life user makes a purchase
with Pizza Hut online through their Slice of Life
account, they will be rewarded a digital slice of
pizza. This digital slice will be awarded to every
single user, every single time they place an online
order through Slice of Life, no matter the size or
value of the order placed. These slices will add up
over time and when the number of slices attained
reaches eight, which is the number of slices in a
large Pizza Hut pizza, the user will be awarded a
free, large, one-topping pizza that can be added
to any future order.

SHARE SLICE WITH A FRIEND

Why use rewards programs?

The users Cyber Slices progress will be recorded

and able to be viewed on their Slice of Life profile
under the My Rewards tab. To integrate Slice
of Lifes rewards program with its social media
capabilities, users will be able to Send A Slice
where they can choose another Slice of Life user
and gift them one of their own digital slices of
pizza saved up in Cyber Slices. This ties in that
67% of Millennials consider earing status and
recognition from peers as an important loyalty
program benefit and 30%
consider sharing with
people an important
benefit. (3)

ONLY 4 S
LICES
UNTIL A F
REE PIZZA

14

15

CREATIVE
y

eas
e
h
t
ves es.
o
l
w
r
atu
Dre
e
f
in
log

create
account
learn more here

LOGIN

enter as guest

Create an Account with

Slice of Life
Log In
Check in as Guest
Create an Account with
Slice of Life
Log In
Check in as Guest

LANDING PAGE
LOGIN OPTIONS

SLICE

OF

LIFE

CREATE AN ACCOUNT
n a me
CREATE AN ACCOUNT

pa ss w or d
l ogin w i t h

CREATE AN ACCOUNT
REGISTER WITH FACEBOOK
Register for Pizza Hut
REGISTER WITH TWITTER
Log In
REGISTER WITH GOOGLE+
REGISTER WITH E-MAIL

REGISTER WITH FACEBOOK

Register for Pizza Hut
REGISTER WITH TWITTER
Log In
REGISTER WITH GOOGLE+
REGISTER WITH E-MAIL

REGISTER WITH FACEBOOK

Register for Pizza Hut
REGISTER WITH TWITTER
Log In
REGISTER WITH GOOGLE+
REGISTER WITH E-MAIL

CREATIVE

SLICE OF LIFE
welcome back drew!

SLICE

OF

Male, 28TXLansing, MI
HOUSTON,

LIFE

Notifications - 2

What are you hungry for?

newsfeed
everyo n e

layla from texas

me nu

My husband and I just ordered our usual for dinner, it was

perfect! Thanks @PizzaHut!

pa s t or de r s
r e wa r ds
piz z a pa r t y

Youre welcome @Layla3489! Try something

new for dinner next time. Check your rewards for
a coupon to use on your next purchase!

Hello Drew
125 points

What are you hungry for?

Everyone

austin from california

le

When you think about

pizza 24/7... you start
to do pizza math.

Im digging the new Slice of Life social media Pizza Hut made.
Social Media + Pizza is probs the best idea ever invented!

c on t e s t
m a n age account

LIFE

p i z z a pa r t y

home

quick or de r

SLICE

OF

ng

ia

Tr

ZA

PIZ

CIRCLE

Alex, TX
kari from new york
I am hungry for pizza! Especially the new flavor of life pizzas!
They all look so good, cant wait to try them all!

Loving the new flavor of life pizzas!

quick picks

Jenna, CA
I could eat pizza everyday of my life.

James, NC
QUICK PICKS

15PTS

View it online or
download the app

SLICE

OF

LIFE

15PTS

SLICE

OF

LIFE

15PTS

SLICE

OF

LIFE

15PTS

SLICE

OF

LIFE

16

17

CREATIVE

TE LE V ISION

SFX: Shoes walking on the floor.

VIDEO: Man walks into scene

SFX: Hands smacking together.

VIDEO: Drew pulls his phone out

VIDEO: No visual, white

from the left and stops on the left

side of screen. Man waves and
smiles at camera casually.

VIDEO: Drew high fives another

of his pants pocket.

someone out of view.

VO: ...his smart-phone...

backdrop.

VO: Meet Drew.

VO: Drew loves his social life...

layla from texas

SLICE

SLICE

OF

OF

Hello Drew

LIFE

125 points

125 points

REWARDS

PIZZA POINTS

125 POINTS

CURRENT

ONLY 25 POINTS
UNTIL NEXT REWARD

My husband and I just ordered our usual for dinner, it was

perfect! Thanks @PizzaHut!

Hello Drew

LIFE

Youre welcome @Layla3489! Try something

new for dinner next time. Check your rewards for
a coupon to use on your next purchase!

QUICK ORDER

QUICK PICKS

NEXT REWARDS
150 POINTS Free Small Cheesy Breadstick
200 POINTS 1 Free Two-Liter

15PTS

SLICE

OF

LIFE

15PTS

SLICE

OF

LIFE

15PTS

SLICE

OF

LIFE

250 POINTS 25% Off Your Next Purchase

austin from california

DEALS

CYBER SLICEs

15PTS

ONLY 4 SLICES
UNTIL A FREE PIZZA

SLICE

OF

LIFE

5PTS

SLICE

OF

LIFE

You just
ear ned
a slice!

7PTS

SLICE

OF

LIFE

Im digging the new Slice of Life social media Pizza Hut made.
Social Media + Pizza is probs the best idea ever invented!

CYBER SLICEs

ONLY 4 SLICES
UNTIL A FREE PIZZA

PIZZA PARTYS ORDERS

Recently Ordered

SHARE A SLICE!

ASK A FRIEND FOR A SLICE

QUICK PICKS

SHARE SLICE WITH A FRIEND

1 Large Pepperoni Pizza

1 Large Cheesy Breadsticks
2 Two-Lieter of Pepsi

Share a slice with your friends to help them

earn their free pizza, in return they can send
you slices to put towards your free pizza!

SHARE A SLICE!

HANNAH \78 PTS

kari from new york

Share a slice with your friends to help them

earn their free pizza, in return they can send
you slices to put towards your free pizza!

ASK A FRIEND FOR A SLICE

SHARE SLICE WITH A FRIEND

I am hungry for pizza! Especially the new flavor of life pizzas!

They all look so good, cant wait to try them all!

VIDEO: Drew taps on the

VIDEO: Drew taps on the Quick

VIDEO: Drew returns to his news

VIDEO: Drew taps Quick

Rewards tab, iPhone image shows

the rewards tracker.

Order tab, the iPhone shows the

Quick Order page.

feed and views a response from

Pizza Hut to another user.

VO: ...earn rewards

VO: ...and place an order in no

VO: Slice of Life gives Drew

time at all.

a unique, real-time, customer

interaction experience that offers
exclusive coupons and rewards
that differ from any others out there.

Order tab and places an order

immediately. Image switches to
Rewards page and a new slice
being added.

VO: Slice of Life offers users a

reward for every order they place
digitally, any size or value.

CREATIVE

SLICE

OF

18

Hello Drew

LIFE

125 points

What are you hungry for?

Everyone

When you think about

pizza 24/7... you start
to do pizza math.

ian

gl

ZA

PIZ

CIRCLE

Tr

Alex, TX
Loving the new flavor of life pizzas!

Jenna, CA

Log In
Check in as Guest

I could eat pizza everyday of my life.

Create an Account with

Slice of Life

James, NC
QUICK PICKS

15PTS

SLICE

OF

LIFE

15PTS

SLICE

OF

LIFE

15PTS

SLICE

OF

LIFE

VIDEO: Drew shrugs and nods

VIDEO: Drew shows his phone to

VIDEO: Drew is managing his

VIDEO: Drew is managing his

approvingly.

the camera.

VO: ...and pizza. He especially

VO: Using that smart-phone he

loves pizza.

loves so much...

smart-phone and an image of an

iPhone appears. He opens the
Pizza Hut app.

phone, the iPhone shows the Slice

of Life page. He begins
scrolling through his newsfeed.

VO: ...Drew can get the pizza he

VO: With Pizza Huts Slice of Life,

loves even more in the most efficient

and interactive way possible.

Drew can interact with friends and

fellow pizza lovers...

CREATE AN ACCOUNT

SLICE

REGISTER WITH FACEBOOK

Register for Pizza Hut
REGISTER WITH TWITTER
Log In
REGISTER WITH GOOGLE+

OF

REGISTER WITH E-MAIL

LIFE

Download the App.

SLICE

or visit our Website

OF

LIFE

www.PizzaHut.com/SliceofLife

VIDEO:

View shifts to the rewards

tracker and the first slice expands to

a flashback of Drew creating his Slice
of Life account. The view shifts to the
fifth slice and expands to a flashback
of Drew eating pizza with his friends
watching football.

VO:

Like this slice Drew earned just

for creating account and this one for

grabbing pizza for guys night.

VIDEO: View shifts to Menu

VIDEO: Images fade from screen,

VIDEO: Everything fades out and

page,
Drew begins scrolling through it.

and the Pizza Hut logo appears with

the website and app. information.

the Pizza Hut logo fades in along

with the Slice of Life logo.

VO: Pizza Hut is the perfect

VO: Download the Pizza Hut app.

VO: ...and make your next

addition to any moment and a

Slice of Life is here to help make
those moments memories.

or go online to join a Slice of Life...

moment great!

19

CREATIVE

what are you

hungry for?

AUGME N TE D R E A LIT Y

Everyone loves pizza, who do

you enjoy it with? Share slices
with your friends and earn
rewards. Visit our website to

Place your device here to see

learn more. Create a Slice of

who Drew enjoys his Pizza with.

Life account today and join the

conversation.

Different views from users device

CREATIVE
PR IN T
The Slice of Life magazine ad will feature one of the
newest and most innovative advertising technologies:
augmented reality. Using technology that is currently
built into smartphones and tablets, augmented reality
takes print to the next level, creating an interactive
and engaging platform that goes beyond the pages of
a magazine. In this advertisement, Drew is enjoying a
Pizza Hut pizza and at first glance, it seems as though
he is by himself, but we all know thats no way to
eat a pizza! The viewer is meant to then place their
smartphone on the designated spot in the print ad that
is on top of chair opposite Drew and then suddenly, he
is no longer alone! A video will begin playing on the
viewers smartphone screen that shows the different
people and situations that make up the separate slices
of Drews life and how Pizza Hut seamlessly fits with
each and everyone.

what are you

hungry for?

Place your device

here to see who Drew
enjoys his Pizza with.

Everyone loves pizza, who do you enjoy it with?

Share slices with your friends and earn rewards.
Visit our website to learn more. Create a Slice of
Life account today and join the conversation.

OU T DOOR & T R A NSIT

The Slice of Life out-of-home transit advertising will
show the same image as the magazine advertisements
and will also use augmented reality to interact with those
who pass by the transit advertising. The ads will be put
on bus stops, on benches, in subway cars, and in airport
terminals. These ads will be placed in large cities with
high populations of Millennials such as Dallas, Texas; Los
Angeles, California; and Salt Lake City, Utah. (1)

what are you

hungry for?

Place your device

here to see who Drew
enjoys his Pizza with.

Everyone loves pizza, who do you enjoy it with?

Share slices with your friends and earn rewards.
Visit our website to learn more. Create a Slice of
Life account today and join the conversation.

20

21

MEDIA PLAN
Why did we choose this approach?
n
e ratio
y g e n ce e d s
l
n
o
ex
the
ption
9)
s a re
nnial
n su m m ption . (
o
c
l
M ille
a
u
it
s
n
g
i
o
d
e
ia c
wher
l med
tiona
t ra d i

T R A DITIONA L
Television
The rumor is that Millennials
are starting to turn their backs
on traditional media, television
in particular; however, 55% of
Millennials watch original TV
series only on Traditional TV. (2)
To reach these members of the
target market, Pizza Huts Slice of
Life will be advertised with a 60
second commercial on a variety of
network programs including the
Fox Cartoon Lineup (3), original
programing on The CW Network,
and programs from cable networks
such as Comedy Central and ABC
Family. (1,4)

It is simple, really. As weve said, the Millennials are busy. They are going to school,
beginning their careers, and starting families. Did we mention they were busy!? In order to
reach this group effectively, Pizza Hut will use a mix of traditional, digital, and hybrid media
choices to send a consistent message to this constantly connected group. This message
will reach them where ever they are through whatever media theyre connected with.

DIGITA L

H Y BR ID

Display

Augmented Reality Print

The Internet is the Millennials natural habitat and

to reach them effectively, it is important to have a
strong online and mobile presence. To accomplish
this, Pizza Hut will place ads on websites that
Millennials often visit using behavioral targeting,
selecting users based on their previous search
histories. These websites will include Facebook,
Pandora, YouTube, Spotify, VEVO, and IMDB.(1) It
has been found that the daily smartphone usage
of Millennials peaks between the hours of 4 and 6
pm when 69% of owners are usiwng their devices
(5). To engage these tech-savvy Millennials, Pizza
Hut will concentrate much of its digital advertising
during this time period, as well as other times when
Millennials are more digitally active.

Millennials love all things digital, but they also love

the luxury of a real printed magazine. (7) In fact,
Millennials read more magazines than the Baby
Boomer Generation does! (8)This is why Pizza Hut
will bring them together in one of the newest and
most innovative mediums. Through services provided
by the interactive print company, Layar (9), Pizza
Hut will create print ads that use augmented reality.
Consumers will interact with these ads by holding
their smartphones over a magazine and watching
the ad as it comes to life. These ads will be placed
in several magazines popular amongst Millennials,
including Cosmopolitan, ESPN, Maxim, GQ, and Game
Informer(1). In addition to the augmented reality print
ads, traditional full-page, four-color ads will be placed
in other magazines including Ok and Glamour. (1)

Social Media
Millennials are connected all the time. One study
has found that people between the ages of 18 and
34 check their social media profiles on average 43
times a day. (6) To stay in the minds and newsfeeds
of these consumers, Pizza Hut will create promoted
posts for social media websites such as Facebook,
Twitter, Instagram, and Google+.

Augmented Reality Outdoor & Transit

When we say that Millennials are everywhere, we
really mean it. To accommodate this, Pizza Hut will
place advertisements on bus stops, on benches, in
subway cars, and in airport terminals in cities with
high numbers of Millennials including Houston and
Dallas, Texas, Washington D.C. and several more (10).
These ads will be equipped with the same augmented
reality capabilities as the magazine print ads.

22

MEDIA BUDGET
Heres our schedule!

T R A DITIONA L

Jan

Feb

March

April

May

June

July

Aug

Sept

Oct

Nov

Dec

Total Cost

Pizza Huts 2014

Budget Breakdown

Television
$62,000,000
$58,000,000

Network
Cable

Print

$732,660
$586,380
$2,690,736
$1,920,360
$1,037,600
$1,014,696

OK
In Touch
Glamour
Seventeen
ESPN
Maxim

DIGITA L
Social Media
Facebook
Twitter
Instagram
Google+

Display Ads

$5,000,000
$5,000,000
$5,000,000
$3,000,000
$1,000,000
$1,000,000

Facebook
Pandora
YouTube
Spotify
VEVO
IMDB

H Y BR ID

$6,000,000
$5,500,000
$4,500,000
$4,000,000

Television
94%
Digital
.9%
Outdoor & Transit .3%
Magazine
.8%
Other
4%

Our 2015 Pizza Hut

Budget Breakdown

AUGM E N T E D R E A L I T Y

Print
Cosmopolitan
ESPN
GQ
Maxim
Game Informer

$5,000,000
$4,000,000
$3,800,000
$3,250,000
$3,150,000

Outdoor & Transit

$10,817,000

PL AT FOR MS

Website
App.

$1,000,000
$1,000,000

TOTA L COSTS

$199,999,432

Television
Digital
Outdoor & Transit
Magazine
Platform Costs
Other

60%
18%
5.5%
13%
1%
3%

23

EVALUATIONS & RECOMMENDATIONS

Evaluation
The effectiveness of the
Slice of Life campaign will
be evaluated using a variety
of pre-testing and posttesting techniques. The pretesting process will include
readability tests, such as the
Gunning-Fog Index, to ensure
that the advertising copy
for the campaign is age and
educationally appropriate for
our Millennial target market.
Theater tests will also be held
to measure the effectiveness
of the Slice of Life television
commercial. Post-testing
will include measures of
advertising effectiveness
that measure attentiveness,
recognition and awareness
of the campaign. These tests
will include interaction based
measures such as content
engagement, average video
view time, and click through
rate. To fund the evaluation
of The Slice of Life campaign,
5% of the overall advertising
budget will be allocated.
Additionally, in case of any
issues or opportunities that
may arise over the course of
evaluation, another 5% of the
overall advertising budget will
be set aside for contingency
plans.

Recommendations
After the first year of the Slice of Life
campaign, we have several recommendations
for continuing the campaigns success. Our
recommendations are targeted to get our
audience more involved with Pizza Hut as a
brand and with the components of the Slice
of Life campaign.

Contests Extended:
To play off of the impending success of
the current Slice of Life contests, we plan
on adding more contests with a variety
of themes to keep our users engaged and
entertained with Slice of Life and with the
Pizza Hut brand. The contests planned for
the current campaign will be run completely
through social media sites outside of Slice
of Life to help build awareness of the new
Pizza Hut platform. Future contests will
be run through outside social medias sites
as they are currently but there will also be
contests specifically run on Slice of Life that
only individuals with a Slice of Life account
may participate in. These exclusive Slice of
Life contests will be advertised on Slice of
Life and on Pizza Huts other social media
profiles to build awareness of them and to
draw in new users who wish to participate.

Add Onto the Slice of Life Social Media

Platform:
As talked about in the evaluation
section, we will be reviewing the success
of the Slice of Life social media site. With
this, we will find out what users are liking
the most and what they like the least
to adjust the site accordingly. We also
plan on adding new features to the site
in order to enhance the user experience
and keep the user engaged with Slice of
Life. One way we plan on doing this is by
adding extra rewards for our users. To
connect with them more and keep the
sites content fresh and engaging we will
be sending free song downloads from
new, up and coming music artists and
artists who are currently popular with
our target market through iTunes. These
song releases can only be redeemed by
having an account with a Slice of Life.

Interactive Billboards:
We used augmented reality within our
print and transit advertising so, interactive
billboards would naturally be the next
building block onto the campaigns digital
experience. By choosing the cities with the
highest Millennial populations and choosing
places within those cities that are heavily
trafficked by the target audience will ensure
that we are accomplishing the reach and
engagement needed.

OUR AGENCY

24

Make something you love.

Here at Huge we create experiences that transform brands, grow
businesses and make peoples lives better.
With us, the only thing consistent is the change. We are an agency
interested in going beyond just making campaigns that meet
objectives. Our focus is in building brands and driving sales with a
cross channel, digitally-led approach to communications. Evolving with
the trends and embracing the importance of digitals role in business
is how we succeed. By tackling the big challenges in small teams, we
are able reach the core of our clients needs and deliver to them a user
experience for their customers that is truly insightful and impactful.

How we work.
Small teams working on big challenges in honest collaboration
with our clients.
Creative Team:
Taylor DeWeerdt
Cailey Pawluk

Media Director:
Allison Caister

Account Team:
Jess Avery
Megan Meade

25

CITATIONS
PAGE 1: INTRODUCTION
1. franchises.about.com
2. en.wikipedia.org
3. www.uschamberfoundation.org
4. finance.yahoo.com

PAGE 3-4: HISTORY

Millennials:
1981: www.whitehouse.gov
1984: www.bookitprogram.com
1989: www.whitehouse.gov
1990: www.hubblesite.org, www.mic.com,
www.cnn.com
1991: www.google.com
1993: www.whitehouse.gov
1999: www.brittanica.com
2001: www.whitehouse.gov, : www.cnn.com
2007: www.cnn.com
2009: www.whitehouse.gov
2011: www.washingtonpost.com
Pizza Industry:
1980: www.cheesemarketnews.com
1983 : www.google.com
1984: www.bookitprogram.com
1985: www.time.com
1987: www.bookitprogram.com
1990: www.turnpage.com
1998: www.dominosbiz.com
2007: www.dominosbiz.com
2009: www.adage.com
2011: www.nytimes.com
2012: www.businessweek.com
2014: www.pizzamarketplace.com, www.
businessweek.com, Pizza Hut NSAC Case 2014

Technology:
1984: www.time.com
1989: www.time.com
1994: Pizza Hut NSAC Case 2014
1998: www.google.com
2000: www.investopedia.com
2001: www.time.com
2003: www.huffingtompost.com, www.linkedin.com
2004: www.google.com
2005: www.businessinsider.com, www.usatoday.com
2006: www.google.com
2007: www.time.com, www.tumblr.com
2010: www.apple.com, www.businessinsider.
com, www.menford.com,
2011: www.mashable.com
PAGE 5: KEY PROBLEMS & OBJECTIVES
1. money.cnn.com
2. www.facebook.com
3. www.slate.com
4. www.clickz.com
PAGE 7-8: TARGET PROFILE
1. www.barkleysus.com
2. www.pewsocialtrends.org
3. www.mediapost.com
4. www.forbes.com
5. www.tatango.com
6.Personal Interview, Zach Mourey, Nov. 12,
2014
7. www.techive.com
8. www.nielsen.com

PAGE 9: COMPETITION and SWOT

1. www.pizzamarketplace.com
2. www.freep.com
PAGE 10: PRIMARY RESEARCH
1. www.emarketer.com
PAGE 12: CREATIVE
1. www.nielsen.com
2. www.marketingpilgrim.com
3. www.uschamberfoundation.org
PAGE 13-14: CREATIVE
1. www.nielsen.com
2. parade.com
3. emarketer.com
4. www.barkleyus.com
5. www.aimia.com

PAGE 20: CREATIVE

1. www.nielsen.com
PAGE 21: MEDIA PLAN
1. www.emarketer.com
2. www.socialtimes.com
3. www.broadcastingcable.com
4. uproxx.com
5. MRI+
6. www.entrepreneur.com
7. www.adweek.com
8. www.layar.com
9. www.nielsen.com
10. www.digitalmarketingstrategiessummit.
com
11. www.marketingcharts.com