The brand’s #CommitToGreatness campaign includes a dating profile and the promise of a lifetime of free pizza for the lucky person who can sweep it off its feet.
Committed bachelor Pizza Hut is finally settling down.
That's right. The George Clooney of pizza brands has enlisted the help of dating site OKCupid to find "that special someone who will melt its cheese with a one-of-a-kind proposal" in its #CommitToGreatness campaign.
In order to participate, fans should check out Pizza Hut's dating profile, in which it says it is "tall enough" and has "a Ph.D in Delicious," and send an Instagram video or Vine tagged with #CommitToGreatness that describes what they believe is the most creative proposal by February 21.
"We're asking consumers to go to our profile on OKCupid and read about what we're looking for and what the brand is about," says Jenna Bromberg, Pizza Hut's so-called manager of digital greatness. "From there, we're asking them to post an Instagram video or tweet us a Vine with their greatest proposal idea. We want them to ignore reality and give us their fantasy proposal."
That could include ninjas, unicorns, or professional babies, according to Pizza Hut's profile.
"Don't let reality hold you back. Let your Greatness flag fly. It'll feel good," the brand says.
Pizza Hut will contact the three most creative suitors via Twitter or Instagram and "take [tehm] on a trip to get to know [them] better" at the Pizza Hut headquarters in Plano, Texas. There, finalists will endure a series of challenges and other "meet the parents" activities in what Bromberg describes as "a Bachelor-style contest for a day," in a nod to ABC's reality dating competition.
Pizza Hut says its number one fan will receive the promise of "I do" in exchange for a lifetime of free pizza and "the most epic proposal ever" on March 14, which, Bromberg notes, is Pie Day, or 3/14.
While Bromberg didn't yet have stats for the campaign, 34 Instagram posts were tagged with #CommitToGreatness as of February 13.
According to Pizza Hut, fans tweet marriage proposals to @pizzahut every day and the brand has received more than 10,000 social proposals from fans in 22 countries and every state except South Dakota in the last year.
"Overall passion for the brand is high on Twitter," Bromberg says. "A lot of people profess their love by asking to marry us and we've been engaging them by saying we need to see ring first, but we thought, 'What if we really took someone up on this?'"
In addition, Bromberg says the brand wanted to kick its #CommitToGreatness promotion off around Valentine's Day "because love is in the air and everyone is in the mood to show affection."
While Bromberg says everyone is welcome to submit a proposal idea, the brand chose OKCupid because it "had more of a millennial focus than other dating sites."
According to a press release, Pizza Hut is looking for "someone who brings outrageous enthusiasm to everyday moments."
Founded 56 years ago in Wichita, Kansas, Pizza Hut says it operates more than 14,000 restaurants in more than 100 countries.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT