The Pizza Hut Stuffed Crust pizza has enjoyed a cult following that few other food items in the US have ever known. When Pizza Hut decided to make the 3 Cheese Stuffed Crust pizza a permanent addition to the menu, they wanted to get people talking and inspire consumers to spread authentic word of mouth.
Pizza Hut drove awareness by sparking social participation with their die-hard fans. The brand integrated a Twitter-driven contest with the hashtag #3CheeseStuffed that allowed users to vote for their cities to win the chance to try the new menu item first. Tweets sent from the experience successfully amplified buzz. Re-displaying the social conversation in a dynamic activity map showcased momentum around the launch and increased participation.