Executive summary ICC World Cup Fever application was started on 19th Feb 2011.

This was a unique application which was linked to the World cup. Total registrations (Unique users) for the application which we got during the campaign were 42,328. Total users who had participated in the application were 1,34,251 (This would be repeat customers as well). Average numbers of users who played the game every day were 3,628. Total number of fans added on the page during this period was 1,08,000 (Number of fans before the activity was 7,93,000, post activity it was 9,01,000). Pizza Hut has a fan base of more than 4 million. The objective of this campaign was to have footfalls in their outlets via the ICC World Cup Fever Application. Background

PIZZA HUT: CELEBRATE CRICKET WORLD CUP FEVER ON FACEBOOK

Award Category > Best use of a channel/platform
// Pizza Hut has a fan base of more than 4 million. The objective of this campaign was to have footfalls in their outlets via the ICC World Cup Fever Application.... COMPANY SNAPSHOT NAME : NATURE OF THE ACTIVITY : CAMPAIGN TERM : FACEBOOK : START DATE : END DATE : Celebrate Cricket World Cup Fever on Facebook Business to consumer Short Term https://www.facebook.com/pizzahutindia

19 Feb 2011 2 April 2011 NAME : PRODUCT CATEGORY : CASE SUBMITTED BY : WEBSITE : Pizza Hut India FMCG Ishita Mookherjee http://www.pizzahut.co.in Pizza Hut (corporately known as Pizza Hut, Inc.) is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread. Pizza Hut is a subsidiary of Yum! Brands, Inc. There are 131 Pizza Huts in 34 cities of India at present. CAMPAIGN SNAPSHOT
39. INDIASOCIAL case book-2

Award Category > Best use of a channel/platform

PIZZA HUT: CELEBRATE CRICKET WORLD CUP FEVER ON FACEBOOK

Objectives Strategy and Planning Stakeholders Choice of channel/s Implementation Tapping and engaging the target audience online to not only help the brand gain more fans, but also result in getting footfalls at the outlets. The strategy was to leverage on the Cricket World Cup and Pizza Huts footprint on social media to do something and drive retail footfall. Vouchers were given out in high volumes, and to ensure the clients profitability, we clubbed the offer with a minimum purchase of a similar amount which resulted in creating a win-win situation. The entire audience active on the social networking scene was targeted and mobile audience via a different vendor to increase participation. The application was ported on Facebook as the objective was to focus on Pizza Hut Facebook fans and drive them to the retail outlets. An application in the form of a game was created which incorporates the core idea of celebrating World Cup centuries with friends and family. The users needed to register in the application before playing the game which helped us not only to gain fans but also to track their activity on our application. During match

days, users were to click Play the Game button before a batsman crosses 99 runs. If the batsman crossed 99 runs, all the users who played the game got a voucher which they could then redeem at any of the Pizza Hut dinein outlets. The users were able to print their vouchers directly from the application and use them in the real world. Impact and Outcome Learnings What next Testimonials The following talk about the numbers that the campaign ended up producing. ^ Unique Users/Registrations: 42328 ^ Total Participation (vouchers downloaded): 1,34,251 ^ Increase in Fan base during that period: 1,18,398 ^ Over 21,000 walk-ins to retail outlets a redemption level of over 15% ICC World Cup Fever Application had a built in Print your voucher tab which gave the winners the option of printing their vouchers directly instead of waiting for them via courier. Pizza Hut initially used to courier all vouchers to winners, which sometimes got lost in transit. Since the application garnered a lot of participation, there were queries and updates which were happening on the wall and which we needed to respond to in real time. This was a challenge in itself to monitor the page as we used to get queries on coupons (with one day validity) late at night that had to be answered immediately to avoid any confusion and negative comments on the wall. The ICC World Cup Fever application was a onetime program since it was related to the Cricket World Cup. We however have taken a lot of learning from the application which we can use for subsequent campaigns. Cricket is like a religion in our country and no other sport attracts millions of Indian fans like cricket does. With the rising popularity of social media platform Facebook across the country, we believe that the cricket world cup will give us a platform to connect with the youth of the country. We will invest an estimate of INR
40. INDIASOCIAL case book-2

Award Category > Best use of a channel/platform

PIZZA HUT: CELEBRATE CRICKET WORLD CUP FEVER ON FACEBOOK

3 crore in free meals for this campaign with 99 meals free every day, in every Pizza Hut, once a batsman crosses 99. We are bound to grow our fan base over the 1 million mark during this campaign and continue to set the example of a successful restaurant brand on Facebook! Anup Jain, Director Marketing at Pizza Hut India Hungama Digital Hungama Digital External Agencies:
Any partners who helped you with strategy Any partners who helped you with implementat