With takeaway apps exploding across mobile Pizza Hut is hoping that new ‘sensory’ mobile adverts will help the brand cut through in a competitive market and build brand memorability.
The pizza chain ran a campaign using the mobile-first technology to promote its Cheesy Bites offering with the advert inviting the user to touch the screen and ‘pull’ a section of a cheese filled crust, which stretches to a thread of cheese once pulled. The touch based interaction triggered an animation that then raised the Pizza Hut logo to reinforce the brand.
The campaign, created by Adludio, ran one creative across all devices targeting families and couples where and when they would be the most receptive. It was placed across typical lifestyle sites during the most popular days and times for pizza orders.
Speaking to The Drum May Pan, head of digital, Pizza Hut UK & Ireland said that because of the success of the campaign the brand is now considering using similar interactions going forward.
“We have seen brand uplift towards our cheesy bite pizzas that is well above IAB standard benchmarks. We’ve also had some really good consumer feedback, with a 50 per cent engagement rate.
“Through our digital outreach we are constantly looking at ways to better engage with our customers - hence why we worked with Adludio on this project, to develop an ad that our customers can interact and really have fun with. “
Pizza Hut has been focusing its most recent mobile activity on relaunching its app to improve the customer journey experience.
“Pizza Hut fans can now order more quickly by looking up their nearest Hut or can easily re-order their favourite pizza. We’re currently working on our next campaign so watch this space,” added Pan.