2021 Winner
2021 Winners
Pizza Hut
NFPs
Pizza Hut is trying to grow its brand with a younger audience. When asked, younger people often refer to Pizza Hut’s old-time restaurants featuring red and white checked tablecloths and the ‘all you can eat’ lunchtime buffet. Pizza Hut needed to make a connection with them where they spend all their time: THE INTERWEBS.
Their goals were 1,000,000 earned media impressions, to further establish Pizza Hut as a brand that totally gets it and to connect with younger people in an authentic way through an idea that earns their attention.
NFT’s, or Non-Fungible Tokens, are units of data stored on a digital ledger, called a blockchain, that certifies a digital asset to be unique and therefore not interchangeable. Basically, it’s a digital file that can have only one owner. And they were red hot in March of 2021. It seemed that everyone was talking about these things, even if lots of people didn’t really understand them. Looking at the Google search trends for NFT in Canada from June 2020 to June 2021, they noticed the trend starting to explode in February and knew they needed to jump on it. They timed it perfectly to catch the public interest in NFT’s right at its peak in the third week of March.
With the interest in NFT’s building, they knew they could make a splash by pairing their delicious pizza with the internet trend that everyone was talking about and spending money on. They also knew, given some of the nostalgia around the brand, that if they could pair their own NFT with those good-old-times memories with Pizza Hut, would have a recipe for success.
The big idea was 1 byte favourites. Limited edition 8 bit slices of Pizza (because there’s 8 bits in a byte, little computer science joke for you). The 1 byte favourite plays off their ‘Favourites’ LTO’s that they are well known for, as well as all the good nostalgic feelings around 8 bit computer imagery from 80’s and 90’s. With it, they set up shop on NFT auction site Rarible, and sold the 1 Byte Pizzas for the cost of a single bite of analog pizza—0.0001 Etherium, or roughly 22 cents.
They dropped one 8-bit slice every day at lunchtime for 8 days, dropping 8 slices in all.
The internet was impressed. Not only did they sell all 8 NFT’s but they were also resold within the NFT community by their buyers, with one slice going for $8,000 CAD.
The stir spread out across the space netting coverage from the likes of Crytonews.com, Foodtribe.com, Bazninga.com, Curiosity.com, and Yahoo News. All in all, they earned 35 million organic impressions, all for a budget of $5,200 (2.08 Etherium) and zero media investment.
Their objective was to achieve 1,000,000 earned media impressions and they reached 35,954,587. They wanted to prove that Pizza Hut totally gets it and they helped one savvy NFT fan price theirs at a cool $8,000 – proving they totally get it. Finally, they were featured in 206 unique stories in the press in some of the hottest outlets.
Their goals were 1,000,000 earned media impressions, to further establish Pizza Hut as a brand that totally gets it and to connect with younger people in an authentic way through an idea that earns their attention.
NFT’s, or Non-Fungible Tokens, are units of data stored on a digital ledger, called a blockchain, that certifies a digital asset to be unique and therefore not interchangeable. Basically, it’s a digital file that can have only one owner. And they were red hot in March of 2021. It seemed that everyone was talking about these things, even if lots of people didn’t really understand them. Looking at the Google search trends for NFT in Canada from June 2020 to June 2021, they noticed the trend starting to explode in February and knew they needed to jump on it. They timed it perfectly to catch the public interest in NFT’s right at its peak in the third week of March.
With the interest in NFT’s building, they knew they could make a splash by pairing their delicious pizza with the internet trend that everyone was talking about and spending money on. They also knew, given some of the nostalgia around the brand, that if they could pair their own NFT with those good-old-times memories with Pizza Hut, would have a recipe for success.
The big idea was 1 byte favourites. Limited edition 8 bit slices of Pizza (because there’s 8 bits in a byte, little computer science joke for you). The 1 byte favourite plays off their ‘Favourites’ LTO’s that they are well known for, as well as all the good nostalgic feelings around 8 bit computer imagery from 80’s and 90’s. With it, they set up shop on NFT auction site Rarible, and sold the 1 Byte Pizzas for the cost of a single bite of analog pizza—0.0001 Etherium, or roughly 22 cents.
They dropped one 8-bit slice every day at lunchtime for 8 days, dropping 8 slices in all.
The internet was impressed. Not only did they sell all 8 NFT’s but they were also resold within the NFT community by their buyers, with one slice going for $8,000 CAD.
The stir spread out across the space netting coverage from the likes of Crytonews.com, Foodtribe.com, Bazninga.com, Curiosity.com, and Yahoo News. All in all, they earned 35 million organic impressions, all for a budget of $5,200 (2.08 Etherium) and zero media investment.
Their objective was to achieve 1,000,000 earned media impressions and they reached 35,954,587. They wanted to prove that Pizza Hut totally gets it and they helped one savvy NFT fan price theirs at a cool $8,000 – proving they totally get it. Finally, they were featured in 206 unique stories in the press in some of the hottest outlets.