Pizza Hut is an American restaurant chain and international franchise founded in 1958. The company is known for its Italian-American cuisine menu which includes pizza and pasta, as well as side dishes and desserts. The first Pizza Hut restaurant in Cyprus opened in 1991 in Strovolos, marking a new era in the food market, as it was the first franchise restaurant chain, on the island. Since 2014, Opium Works has been working with Pizza Hut to bring their brand and product offering to digital prominence.
Through several activations, we wanted to connect fans with Pizza Hut’s wider urban culture and subsequently promote its products. We developed the #UpYourGameDeal campaign, a series of finger football micro-videos based on the concept of final score statistics shown on TV at the end of every month. Because of this World Cup-relevant concept, we made brand and experience a dynamic reality across Cyprus.
POWER UP was the campaign slogan, and the fans of one of the most popular video games in the world had the chance to earn exclusive in game content that was available only through Pizza Hut stores. During the campaign, in October and November, Pizza Hut's social media platforms were bombarded with competitions and 40 lucky winners won free copies of Call of Duty: Black Ops 4, 10 won Black Ops passes and 1 big winnner won a Limited-Edition Call of Duty: Black Ops bundle. Our team successfully aided in an increase in local awareness and revenue. In 2019, the international franchise appointed Opium Works to introduce P'Zone – a calzone in all its hybrid glory.