Pre-launch we promoted Pizza Hut Light Up with a teaser movie on Facebook and YouTube, plus Pizza Hut Facebook walls posts. Created as a web-based app, Pizza Hut Light Up doesn’t require a download, so the barriers to use were low.

Users simply had to visit pizzahutlightup.com, choose a pre-loaded image or one from their smartphone – they could then use their phone as a ‘virtual sparkler’, waving it through the air to create unique patterns, images or words. After saving their light painting, users could add a personalized message before sharing it with their family and friends on Facebook.

In just a few weeks thousands of Hong Kongers drew and shared their creations on Facebook.

Users played an average of 2.85 times -

Building awareness and engagement throughout the app we saw users playing repeatedly with an average of 2.85 times; a sign of how fun and engaging the experience was and more importantly, reviving interest in, and exposure of the Pizza Hut brand.

31% of users opted-in for more Pizza Hut promotions -

Looking to win and nurture followers, from the numbers using Pizza Hut Light Up we saw a conversion rate of 31% registering with Pizza Hut. This allowed the brand to successfully promote the ‘Cheesy 7 King Pizza’, while opening the door to future customer interaction and sales.

Pizza Hut Light Up left a lasting impression, making Cheesy 7 King Pizza top-of-mind and showing Pizza Hut in a refreshing new light.