Pizza Hut has introduced a new digital experience called Hutty, accessible via Instagram, which aims to enhance the viewing experience for NCAA tournament fans. The innovative tool, supported by Meta AI, provides real-time game reactions, hot takes, and exclusive offers, such as discount codes and access to special promotions.
Nearly two decades into the mobile era, it’s common for consumers to multitask by using their smartphones while watching TV. Brands have increasingly tailored their marketing strategies to leverage this behavior, especially during key sporting events like the Super Bowl. However, unlike the Super Bowl, which typically brings people together, the NCAA tournament often involves more solitary viewing due to the numerous team allegiances and games. This is where Hutty steps in, creating a sense of community for fans watching alone.
Melissa Friebe, Chief Marketing Officer at Pizza Hut, explained, “Basketball’s biggest tournament is a time when fans are more engaged than ever, but many are watching alone. Pizza Hut has always been about bringing people together, and now, with Hutty, we’re extending that experience into the digital space – turning every game into a shared moment, no matter where or how you’re watching.”
To access Hutty, consumers can visit Pizza Hut’s Instagram page, click on the word “Hutty” in the bio, and be redirected to a direct chat with the tool. Hutty will react to buzzer-beater moments, share insightful commentary, and engage users with interactive content. Fans can also enter a sweepstakes to win prizes such as free pizza for a year, exclusive merchandise, and other offers by visiting a dedicated microsite. The sweepstakes is open now through April 8.
Pizza Hut has recently gained attention for its creative and quirky marketing campaigns. In the past year, the brand has made headlines with initiatives such as delivering pizzas to help ease the pain of breakups on Valentine’s Day, placing resumes on pizza boxes to attract job candidates, and sending delivery cars equipped with QR codes to appear at competitors’ drive-thrus.
Despite its creative marketing efforts, Pizza Hut, owned by Yum Brands, reported a 1% decline in same-store sales for the fourth quarter, with U.S. same-store sales falling by 2%.
