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Brand Strategy Dentsu Media Planning and Buying

Pizza Hut Malaysia to focus on gaming after campaign serves up 14% sales increase


By Danielle Long, Acting APAC Editor

May 12, 2023 | 2 min read

Pizza Hut Malaysia is focused on gamers after a dynamic campaign during the Fifa World Cup served up a 14% increase in orders.

Pizza Hut

Pizza Hut engages gamers for dynamic campaign

Pizza Hut Malaysia's chief marketing officer Emily Chong says the brand will continue to explore gaming audiences after a dynamic campaign across mobile football games during the Fifa World Cup delivered a surge in sales.

Despite facing significant competition as QSR brand flooded traditional media spots during the 2022 FIFA World Cup, Pizza Hut managed to deliver cut-through for its annual Cheesy Poppers Pizza promotion by targeting 1.2 million active gamers on FIFA Mobile, Football Manager, and Top Eleven.

The campaign, created by Dentsu Creative Malaysia and Carat Media, dropped a unique dynamic code into mobile football games every time a goal was scored on live TV. The unique codes combined player names with pizza toppings, such as Mbappepperoni, Crispiano, Mezzirella and Neymarinara. Users could tap on the code to order the limited edition pizza combos.

Chong says the campaign exceeded "personal and marketing expectations". "The gamified approach and business results speak for themselves. We look forward to continuing to engage new customers in their own gaming worlds in 2023 and beyond."

Pizza Hut sales recorded a 14% jump in sales and registered 8.4 million media impressions with a reach of 1.1 million unique viewers.

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