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Pizza Hut cooks up new strategy for social engagement

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To back its diversified À la carte menu, Pizza Hut has partnered up with Havas for a new digital platform –Youpon (You” + “Coupon) – to offer tailor-made coupons for its food items.Through the "Youpon" minisite, participants are encouraged to upload their own  pictures to generate a tailor-made specific food items that match to the picture styles, look and status.By linking customers' personal styles into an actual taste from a Pizza Hut food item, the campaign aims to show how extensive Pizza Hut menu offers at a personalised level.To close the online to offline gap, participants are then asked to redeem their tailor-made coupons in Pizza Hut stores.Try the concept here:This online initiative is part of Pizza Hut's latest branding campaign, “Your style, More taste”, which includes TVC, print, outdoor, and online executions.https://vimeo.com/129853821"Restaurants usually offer coupons to drive trial and encourage visits, but they often are designed by the merchants where consumers play a passive role and have little say in what they actually like to try," said Eva Cheung, associate account director at Havas."Instead of coupon, discounts, freebies and what not, the campaign aims to push the personalisation idea further by matching one’s style with their tastes, to truly connect brand offers to consumers’ lifestyle.""This new experience of creating a coupon is a fun and engaging way for consumers to experience the personalisation offered by Pizza Hut, even before they step into the stores." Cheung said.To promote Youpon, Pizza Hut has asked different KOLs to match out their own taste and food at Pizza Hut via their Facebook page, including drama actor Joey Leung, illustrator Afa Lee, and fashion blogger Chan Tze Ying.[gallery link="file" ids="98360,98361"]The campaign runs till end July.Credit:Client: Pizza HutCreative agency: Havas Hong KongMedia agency: Mindshare Hong Kong

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