Pizza Hut Inc. and Sony Computer Team Up for Holiday

In an effort to expand their consumer bases and increase brand awareness during the 1999 holiday season, Pizza Hut Inc., Dallas, and Sony Computer Entertainment America, Foster City, Calif., co-produced a nationwide, multi-million dollar promotion that included more than 23,000 P-O-P elements in all 7,200 Pizza Hut locations.Outdoor banners and window clings, and indoor table tents, counter cards, posters and stickon box toppers highlighted the P-O-P portion of the campaign. A nationwide television campaign, a three-week FSI program, and a direct-mail program targeting millions of registered Sony PlayStation game console owners also supported the campaign.The promotion, which ran from Nov. 14 through Dec. 19, offered customers one of two PlayStation demo discs and a chance to win additional prizes instantly each time they ordered any Stuffed Crust Pizza. The grand prize of $500,000 was awarded in February. To back the promotion, Sony produced five million PlayStation game demo discs, the largest amount Sony has ever produced for a promotion, making this one of the largest interactive video game samplings to date.The banners, counter cards and table tents were printed on both sides, featuring the campaign on one side and a Pizza Hut Stuffed Crust Pizza on the other.For outdoor use, both the window clings and banners were produced, because some Pizza Hut locations could not use one or the other due to zoning restrictions.TLP Inc., Dallas, designed the P-O-P graphics and elements, while Rand Graphics Inc., Wichita, Kan., produced the 23,000 pieces.Pizza Hut and Sony ran a similar campaign last year, the success of which inspired the second partnership. According to Rich Matteson, director of national marketing and promotions, the recent campaign differed from prior years. He says the creative had more emphasis on appetite appeal; more than a million additional discs were produced for the program; two different demo discs were provided instead of one; and the sweepstakes was executed by a sticker, adhered to the demo disc, rather than a scratch-and-win card.

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