Effie Case Study: “Hut Rewards Game Plan”

Marketer: Pizza Hut

Agency: TracyLocke

Effie Commerce & Shopper Category: E-Commerce (Finalist)

NFL fans are loyal to their team and want to believe their game-watching traditions can have a positive impact on its success. The Hut Rewards Game Plan leveraged that belief to elevate the e-commerce experience. It also made it easy for fans to adopt, and be reminded of, a new game-day ritual: ordering Pizza Hut.

The brand invited fans from every NFL team to join the Hut Rewards loyalty program, click to subscribe to the “Game Plan,” and then select their favorite team. Pizza Hut then sent each fan weekly personalized emails with exclusive deals right before their team’s game time. This made it easy for fans to have their “lucky order” arrive just in time for kickoff. Every order also entered the fan into a weekly contest for NFL team merchandise that included beer koozies, party trays and a pair of tickets to the next Super Bowl.

Pizza Hut also created engaging content featuring NFL spokespeople in a social media campaign to promote the program. The content was pushed out through sponsored videos and social media posts as well as through media placement of online banner ads and social videos.

At Pizza Hut locations nationwide, P-O-P displays, pizza boxes and drink carriers communicated the Game Plan program to convert existing customers into e-commerce users. In addition, more than 30 million print mailers were sent across the country. FSIs and local store marketing tactics were deployed specifically to acquire new or lapsed customers in areas with a strong competitive overlap with the Papa John’s QSR chain.

Metrics used to judge the program included sales and volume increases, subscriber gains to the loyalty program and incremental purchases. Program participation ultimately proved to be 300% higher than anticipated. Online sales grew 7% during the program’s duration.