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Pizza Hut takes bigger slice of mobile with new marketing campaign

By
January 3, 2013

Pizza Hut is heating up its mobile efforts with a new advertising initiative that entices consumers to use their smartphones to order their favorite pies.

The company is running the mobile ad campaign within Yahoo News’ mobile site. Pizza Hut has relied on mobile advertising in the past as an additional revenue driver.

“From a basic standpoint the banner ad and the linked pages are well done, it would be good to limit wording in the mobile banner ad to 6 words as a rule for easier readability and click-through, then to a specific landing message that emphasizes the marketing offer and links to the client pillar mobile asset,” said Marci Troutman, CEO of SiteMinis, Atlanta.

Ms. Troutman is not affiliated with Pizza Hut. She commented based on her expertise on the subject.

Pizza Hut did not respond by press time.

Slice of engagement
The Pizza Hut mobile banner ad reads “Get the $10 Any. Add Breadsticks & Pepsi. For Just $5 More.”

Consumers are encouraged to tap on the ad to order their meal via their mobile device.

When users tap on the ad, they are redirected to the company’s mobile-optimized site where they can order pick-up or delivery, log-in to their account, sign-up to receive deals and download the company’s mobile application.

The campaign also incorporates location-based technology that helps consumers locate the nearest Pizza Hut location and browse useful information such as maps and how far away it is. Furthermore, there is click-to-call capability that lets users get in touch with a Pizza Hut location.

A mobile campaign such as this is a great way for the pizza giant to reach consumers on a device they always carry.

Moreover, offering a deal within the banner ad creative proves to be effective and will most liely have consumers tapping on the ad to learn more.

Past efforts
Pizza Hut is no stranger to mobile.

Last year, Pizza Hut ran a targeted mobile ad campaign that aimed to drive the company’s mobile sales by encouraging consumers to order through their handset (see story).

Most recently, Pizza Hut and Boston Market enhanced their loyalty strategies by giving customers a way to scan 2D bar codes for a chance to win a prize (see story).

“This ad is clear on the action item and leads the consumers to a mobile-optimized mobile site that allows GPS functionality on location for consumers to purchase the promotion quickly from their nearest location without the need to know their address,” Ms. Troutman said. “Overall this is a good mobile ad, with a clear objective to gain traction with consumers.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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