0
Increase in orders
0
Media Impressions
0
Reach
0
Active gaming hours
Background
December is always the season for Cheesy Poppers Pizza promos. This year, with the 2022 FIFA World Cup coinciding at the same time, traditional media spaces became a battleground for ads and brands. DENTSU CREATIVE Malaysia and Carat were challenged to make Pizza Hut a significant part of the football chatter and establish its relevance while driving sales.
Idea
DENTSU CREATIVE Malaysia and Carat changed the playing field to mobile football games. Backed by data of increased app downloads, we dropped pizza codes on in-game A-boards whenever a player scored on live TV during a World Cup match.
This was a real-time, gamified ordering service inside mobile footballs games, during the 2022 FIFA World Cup. Fans could conveniently tap on the board to redeem special pizza combos.
Results
A winning play that boosted positive brand sentiment and reached a new audience with more attention and engagement than traditional media spaces could ever hope to achieve. Pizza Hut's Cheese Codes proved that the key to winning over a tough crowd is by delivering a seamless and unique experience.
- Sales: Increased by 14%
- Impressions: 8.4 million
- Active Gaming Hours: Over 100,000 Hours
- Reach: 1.1 Million
- Interactions: 1 Million
- Unique Site Visits: Increased by 18%
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