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...

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