Helping Pizza Hut appeal to a new generation of customers:
Pizza Hut, the brand that introduced pizza to China in 1990, is today much older than its core target of young consumers.
And we faced a significant challenge in terms of appeal to young Chinese.
A unique opportunity through post 90s’ favorite leisure activity:
Mobile gaming, an activity that more than 60% of post 90s are obsessed with, is a great way to approach the young audience. (Source: CNRS)
Through our research, we found a unique insight.
Multiple player battle games are better to play together with fellow gamers in an offline location because they require team strategy and seamless coordination. (Source: Focus Group)
Making Pizza Hut the social enabler for gamers:
Among all the multiple player battle game, King of Glory is among the most popular ones, having nearly 40 million daily active users. (Source: Tencent)
Our strategy to let Pizza Hut become the social enabler for the gaming community, and make Pizza Hut the first place gamers think of when they are looking for a place offline to play mobile games together.
Working hand in hand directly with the team at King of Glory, we created a location-based in game targeting system.
Whenever any King of Glory player went anywhere within a 5-minute radius of a Pizza Hut store, we pushed a notification to them, inviting them to form teams at the nearest Pizza Hut.