Pizza Hut pulls out all stops for NFL draft

New NFL sponsor, Pizza Hut, is coming on strong in its initial campaign with the Plano-based Pizza Hut enlisting NFL superstar wide receiver JuJu Smith-Schuster as ambassador of the Pizza Hut "Doorbell Dance," according to a news release.

The brand’s campaign around the chain's so-called Doorbell Dance has Smith-Schuster showing his own "moves" when the doorbell rings signaling the arrival of a Pizza Hut delivery. The brand is using this to generate buzz online and elsewhere by calling on customers to submit their best doorbell dances for a chance to win a trip to an NFL regular season game of their choice. 

The brand is building this campaign around Instagram between April 26 and 28, asking fans to submit tagged entries of their best moves to win a chance at the trip.

Pizza Hut is also initiating something it calls the "Pi Pick" around the fourteenth selection in the third round off the draft, or 78th pick, by awarding a year's free pizza and pizza party in the pick's honor in the new hometown that selects him. The Pi Pick will receive other additional perks from Pizza Hut, including retro brand swag, gift cards for teammates, and more.

The brand has also created a special box promotion just to amplify its NFL connection, by creating the NFL Draft Box with two medium pizzas, wings and breadsticks, starting at $19.99 throughout the 2018 NFL Draft.

Onsite at the draft, the brand is hosting an event outside the stadium where fans can showcase and record doorbell dances and compete in a delivery shuttle obstacle course. Pizza Hut picked up the NFL sponsorship the day after previous sponsor, Papa John’s announced it was dropping its affiliation last February following the comments of its founder and former CEO John Schnatter earlier last fall and ensuing conundrum for that brand.

"One of the things we love about Pizza Hut is that as a new partner, they are committed to bringing even more excitement and entertainment to the NFL draft, one of the marquee events on the NFL calendar," NFL Partnerships, Sponsorship and Consumer Products Senior Vice President Renie Anderson, said in the release. "Pizza Hut wants to leverage the draft as a national platform to bring more value to the home watching experience, and we are thrilled to see them activating in new and unique ways."

The Pizza Hut partnership with the NFL includes collective use of all 32 team marks and involves the NFL working closely with Pizza Hut to facilitate local, exclusive team partnerships. Pizza Hut has the opportunity to leverage game tickets and unique fan experiences to all NFL games in marketing and promotional campaigns throughout each year.

Topics: Marketing / Branding / Promotion

Companies: Pizza Hut

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