Pizza Hut: Female Gamers' New Hero

Quick-service restaurant brand Pizza Hut used social media to get female gamers in China to vote for its female avatar to become a regular character in mobile game King of Glory.

Campaign details

Brand: Pizza HutBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: ChinaIndustries: Restaurants & takeawaysMedia channels: Competitions & contests, Social media, Word of mouth, influencersBudget: No budget

Executive summary

Pizza Hut has been a strategic partner of King of Glory, the world's number-one mobile game with over 200 million players, for more than five years. So, when King of Glory gave its community the chance to vote for one new community-created avatar to be brought into the game as a regular character, Pizza Hut had an insight other...

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