If you ordered a Bacon and Pepperoni Pizza, Mac n Cheese, and Breadsticks Triple Box, you got the “Alex”. If you ordered a Hawaiian Pizza, Boneless bites and Hershey’s Chipits Cookie, you got the Chenda. If you were the first to create a combination that no one else had, you got to name that Triple Box. And got Pizza Hut Rewards when anyone else ordered it.
By turning their Triple Box’s 24,273 possible unique combinations into ownable pieces of IP, Pizza Hut Canada created a Pizzaconomy. Once customers claimed their combination, they got customized assets to advertise themselves and cash in on their claim. The result: thousands of customers all promoting their own Triple Boxes for personal profit in the form of Hut Rewards, and a campaign of thousands of ambassadors all promoting the customization and potential combinations to the masses.
“The combination of crave-ability and customization have always been such a huge part of the Triple Box” said Jennifer Ligotti, Chief Marketing Officer at Pizza Hut Canada. “This campaign really leans into that, giving our fans a whole new way to engage with us. By letting them claim a small piece of the brand as their own and rewarding them for it, we’ve turned customers into Pizza Hut ambassadors.”
The campaign launched on OLV and in social with a series of videos telling people about the program, quickly complimented with Influencers creating their own content. All demonstrating the customizable assets available once you made your order, while also encouraging followers to (selfishly) order theirs.
“One of the best parts of the Triple Box is how you can make it your own. Now we’ve taken that even further by literally naming your favourite Triple Box after you,” said Jen. “Having ads that feature your name and your Triple Box and getting rewarded when you share them, has been a great way to build brand love. A bonus to all of this has been how the campaign essentially created a community of Pizza Hut influencers, letting our customers connect with one another in a whole new way.”
The campaign took off immediately, with a 97.73% increase in Triple Box orders across the board, and over 4900 Triple Boxes claimed within the first four weeks of the campaign. Most importantly the campaign connected fans through the joy of pizza, allowing them to make the brand their own, turning Triple Box purchases into investments and pizza into currency.
Want to claim yours? We’ve launched another wave of Triple Boxes, so get your name on one before March 9th”
