How Pizza Hut rallied Malaysians together for a #CrazyMashup

Working with its client Pizza Hut, social media agency Rally Malaysia ran a real-time interactive social media campaign on Twitter last month.

Launched solely on social media, the contest was aimed at driving awareness for Pizza Hut’s new Pastry Crown Pizza, the brand called all Twitter users to suggest the most creative culinary concoctions. The Pastry Crown Pizza was a new product innovation born from the mashup between sweet buttery pastry and delicious pizza.

The idea was inspired by Malaysians’ love for discovering new culinary experiences and Malaysia’s reputation as a melting pot of culinary diversity. Twitter was chosen as medium of choice for the campaign as the platform is known for breeding social conversations and is the natural birthplace of trends.

The Pizza Hut and Rally teams came up with the idea to have the brand’s followers tweet their version of #CrazyMashup in embodying the spirit of the creation as the focal point of bringing the promise of the product to life and to position the entire enterprise as the heart of the conversations for the campaign.

Take a look at some of the concoctions:

The campaign began on 10 Feb with the release of a 10 sec #CrazyMashup video teaser followed by the launch of the full #CrazyMashup video together with the promoted trend on Twitter 11 Feb. The nationwide campaign saw free pizza deliveries extending to Sabah and Sarawak.

A dedicated social media team of six were on duty extracting social conversations real-time, tagged #CrazyMashup using Rally’s propriety social listening tool, Socio 3.0 TuneIn. The team then responded in real-time to all Tweets and chose 100 Tweets with the best culinary mashup ideas and rewarded them with a free Pastry Crown Pizza.

The celebrities used to seed this campaign are singer and actress Marsha Milan and singer Ning Baizura. They interacted on Pizza Hut’s Twitter handle using the #CrazyMashup and the Pastry Crown Pizza was sent to them. They also posted photos receiving their pizza deliveries across all their social media platforms.

Derek Tan, regional director of Rally Malaysia said the campaign aimed at raising product awareness, increasing follower numbers on Pizza Hut Malaysia’s Twitter account and driving traffic to Pizza Hut stores.

“By activating a catalytic platform to start a trend on food conversations and galvanise interest in the new product launch, we believe we concocted the perfect recipe for a successful product launch,” said Tan.

Meanwhile, according to the statistics shared by Rally Malaysia, in eight hours of back-to-back real-time interaction with fans, the brand received 1.7 million impressions, generating more than 3,000 entries tagged #CrazyMashup. The #CrazyMashup was the top trending hashtag in Malaysia, receiving more than 3000 Tweets within eight hours, 10,000 % above the industry norm.

Pizza Hut also successfully delivered 100 free Pastry Crown Pizzas with customised notes sent to their loyal customers on the same day throughout the nation.