The pizza industry in Australia had become a race to the bottom as each chain tried to attract customers by dropping the price of their pizzas lower and lower. We were asked to find a way to break this cycle and increase customer loyalty.
We focused on two insights;
Firstly that pizza is a social food, almost designed for sharing.
Secondly we looked at the sorry state of online gifting. Most people now share on Facebook more than they share anywhere else, but its all useless virtual fluff rather than something they can actually use in the real world.
We built Feed a Friend, a Facebook application that allowed customers to earn and gift "Virtual slices" that could be redeemed for actual pizzas.
The first Facebook gift you can eat.
When a customer ordered online they were rewarded 2 virtual slices. One for themselves and one to share with a friend. Once a customer had 4 slices, they could be redeemed for a free pizza.
Customers not only started to choose Pizza Hut more regularly, they also became advocates for the brand each time they shared a slice.
After running the campaign for 3 months;
58,000 people installed the app
74,000 News posts were created, generated around 1.6 Million impressions
7,300 real-world pizzas were redeemed
24% rise in loyalty
The campaign is currently on haitus. The screen cast below gives an indication of the the experience of using the application. It shows a user saving their slice after ordering, using the application and then sharing their slices with friends.