With the onset of the 2011 ICC Cricket World Cup in India, brands are leaving no stone unturned to leverage the sports event.
Pizza Hut, in association with Pepsi, has launched a campaign to catch up on the world cup fever. The campaign claims that it is all set to make the Cricket World Cup an unforgettable experience for Facebook fans.
Pizza Hut is promoting its Rs. 99 (US$2.20) Free Magic Times meal, which comprises of a Pan pizza, garlic bread and a Pepsi. The whole idea is to get people to participate in the promotion on all match days before a batsman crosses 99 runs. Once a batsman has crossed 99 runs in a single match, participants can print a voucher to claim a free meal in any Pizza Hut outlet in the country. A Facebook application is also introduced to allow users to participate the campaign via its Facebook page. The campaign shows great fusion between online and offline participations.
The following is an announcement via Facebook to mark the start of the campaign:
Speaking about the special world cup promotion, Anup Jain, Director Marketing at Pizza Hut India said in a statement, “Cricket is like a religion in our country and no other sport attracts millions of Indian fans like cricket does. With the rising popularity of social media platform – Facebook across the country, we believe that the cricket world cup will give us a platform to connect with the youth of the country.”
“We will invest an estimate of INR 3 cr in FREE meals for this campaign with 99 meals free every day, in every Pizza Hut, once a batsman crosses 99. We are bound to grow our fan base over the 1 million mark during this campaign and continue to set the example of a successful restaurant brand on Facebook! “
Pizza Hut currently has more than 0.79 million fans on its Facebook page and is the number one brand on Facebook in India under the retail/restaurant category. Growing at a 300 percent rate in the last 3 months, ‘Pizza Hut Celebrations’ is one of the most popular brands amongst Indian youths.
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