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Web Film
Pizza Hut: Cheese Codes
e campaign took gamer anticipation to a new level in FIFA Mobile, Football Manager and Top Eleven, and increased Pizza Hut Cheesy Poppers Pizza orders by 14%. ands that seize moments of engagement with real-time contextual brand experiences can captivate consumers during crucial purchase moments. In December, the 2022 FIFA World Cup became a battleground for QSR brands with traditional media spaces cluttered with their ads and promos. This brought an unexpected marketing challenge for the annual Cheesy Poppers Pizza promo campaign – the fight for maximum share of voice. Dentsu Creative Malaysia teamed up with Carat Media to change the playing field and play the game with a new audience. Data showed increased downloads of mobile football games including FIFA Mobile, Football Manager, and Top Eleven – nearly 1.2 million active gamers (and climbing). Enter gamers, a passionate and untapped audience who loved to recreate scorelines of live matches in the virtual world. Backed by this, we created ‘Cheese Codes’ for gamers to hack the beautiful game and get special Cheesy Poppers pizza combos.
Kunal Roy Chief Executive Officer, Dentsu Creative Related
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