Pizzahut: Social Enablers

This case study details how Pizza Hut, an American restaurant chain, appealed to the post-1990s generation in China by partnering with King of Glory to create a location-based in-game targeting system.

Campaign details

Brand: PizzahutLead agency: MindshareRegion: APAC

Objectives

Pizza Hut is losing appeal to the post 90s generation (the generation that's born after 1990). How can they make the post 90s generation want to go to their restaurant?

Target audience

15-30 years old game players

Creative strategy

Entering China in 1990 shortly after China the country opened their doors to foreign companies, Pizza Hut introduced pizzas to Chinese consumers. To many people in China, Pizza Hut is synonymous with pizzas.

Post 90s, on the other hand, are younger than Pizza Hut itself in China. They...

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