Pizza Hut goes digital for anti-hunger campaign

DALLAS: Pizza Hut is raising money for the fight against world hunger with an integrated campaign using traditional media and blog outreach and digital partnerships.

DALLAS: Pizza Hut is raising money for the fight against world hunger with an integrated campaign using traditional media and blog outreach and digital partnerships.

The company has launched the “Share a Slice of Hope” effort with the goal of raising $2.5 million by the end of next month. The restaurant chain developed the campaign to beat the $2 million it raised last year, said Chris Fuller, director of public affairs at Pizza Hut.

To raise awareness of the initiative, Pizza Hut's internal PR team of two staffers is working with Zeno Group, its AOR for PR for four years, and partnering with online game developer Zynga.

“The tried and true cause marketing events have all been done before, so we really wanted to reach out and do something new and different,” said Fuller.

Zynga is offering limited edition items to players of the FarmVille, CityVille, Empires & Allies, and Pioneer Trail games for each donation of $5 or more.

Zeno Group also created the “missing slice deliveries” component of the campaign. The agency is sending pizzas to targeted media outlets with one slice missing from the box to represent the $1.25 it is encouraging them to donate. The boxes, sent to both print and online outlets, will also include information about the campaign and a quick-response code that leads to the campaign microsite, pizzahut.com/slicesofhope.

The “CSR hub” site includes blog information, the amount of money raised to date, and key facts about the initiative, Fuller said.

Pizza Hut is also conducting blogger outreach for the campaign, including an exclusive partnership with Mashable.

“We're canvassing the Web for bloggers who talk about any of the four gaming platforms that we're participating on,” Fuller added, “and we're also reaching out to bloggers who talk about cause marketing or charitable causes, world hunger in particular.”

Facebook and Twitter will also be prominent channels for the campaign, with posts, tweets, and information updated throughout the month. The Martin Agency, Pizza Hut's AOR for advertising and social media, is managing the online platforms, but Zeno Group handles the sites' “conversation content,” said Fuller.

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