Pizza Hut: Female gamers' new hero

Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.

Campaign Details

Brand: Pizza HutAdvertiser: Yum! BrandsAgency: Mindshare Country: China

Campaign objectives & challenges

In China, the esports world has risen to become one of Chinese youth's favourite pastimes. In fact, today esports tournament viewership even outranks that of the Olympics in China.

As the No.1 mobile game globally, King of Glory (also known as Honor of Kings) has over 50M DAU and 200M players (Source: Tencent). However, because of its immense popularity, it has an extremely high sponsorship cost.

As a long-term partner of the game, Pizza Hut wanted to ensure it...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands