Dive Brief:
- Pizza Hut is touting its status as the official pizza sponsor of the NCAA March Madness tournament with the introduction of “Hutty,” a second-screen mobile companion designed to enhance the college basketball viewing experience, according to a press release.
- Hutty can be accessed through Pizza Hut’s Instagram and leverages Meta artificial intelligence (AI) to offer real-time reactions, hot takes and exclusive offers. Consumers can also enter a sweepstakes for the chance to win prizes including free pizza for a year.
- The effort is supported by internal research indicating that 69% of individuals watching the games on TV also use their mobile devices simultaneously and that 64% of sports fans engage with social media during the tournament.
Dive Insight:
Nearly two decades into the mobile era, it’s not shocking that consumers are typically using their smartphones while also watching TV. That insight has helped support a number of brands who have strategized mobile-focused marketing around key sporting events — including the Super Bowl — instead of fighting for attention on the TV screen, and paying the often-hefty price tag to secure an advertising spot.
However, one difference between the Super Bowl and the NCAA tournament games is that, while people often come together to watch the former, the NCAA tournament — with so many different team allegiances and events — tends to be a more solitary viewing event. With Hutty, Pizza Hut is looking for a way to offer sports fans a sense of connection, said CMO Melissa Friebe.
“Basketball’s biggest tournament is a time when fans are more engaged than ever, but many are watching alone,” Friebe said in release details. “Pizza Hut has always been about bringing people together, and now, with Hutty, we’re extending that experience into the digital space – turning every game into a shared moment, no matter where or how you’re watching.”
Consumers can access Hutty by visiting Pizza Hut’s Instagram page and clicking on the word “Hutty” in the brand’s bio to be redirected to a direct chat with the tool that is supported via Meta AI. The tool will react to buzzer-beater moments, dish out discount codes and offer commentary. Consumers can also enter the sweepstakes to win free pizza for a year, limited-edition merchandise and other deals by visiting a dedicated microsite. The sweepstakes is open now through April 8.
Pizza Hut has become known of late for its quirky marketing programs. In the past year, its efforts have included offering to deliver pizzas to ease the pain of a breakup for Valentine’s Day, putting resumes on pizza boxes to make job candidates more attractive and having their delivery cars equipped with QR codes appear at competitors’ drive-thrus.
Pizza Hut, owned by Yum Brands, reported same-store sales declines of 1% in the fourth quarter, per its latest earnings statement. Its U.S. same-store sales fell 2%.
