Discover how Pizza Hut empowers social media creators with their new “Pay With Your Trend” campaign. Learn how you can earn free pizza and be part of the trend.
Content creators and influencers are among the most popular areas of mobile marketing these days. Pizza Hut is democratizing the space with this latest promotion, allowing everyone to reap the benefits of content creation.
“Social media is quite literally becoming a currency in today’s world. So far, it’s been accessible only to those who have a large following. With this promotion, we’re opening it up for everyone and anyone,” said Ahmed Sabri, marketing lead at Pizza Hut Middle East & Pakistan, in a statement provided to Marketing Dive.
The “Pay With Your Trend” promo is connected to the QSR chain’s My Box product, which allows customers to create a box of their favorite menu items from the chain’s choices. For the new promo, consumers are encouraged to create content that follows a current social media trend and includes a My Box within the content. Those who create the video tag the brand (@PizzaHutUAE) and use the hashtag #YourTermsYourConditions on TikTok will get a promo code via direct message that can be redeemed for another My Box meal.
Pizza Hut’s My Box product was introduced in the Middle East market in 2019 to gain market share from QSR competitors like Burger King and KFC, offering value meals at a similar price point. While pizza is generally a shared food, people have strong preferences about what they like, so the My Box offering enabled consumers to customize their orders from Pizza Hut to have a small personalized pizza with two sides from the chain’s menu.
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The company expanded the My Box offerings last year with a campaign introducing the idea of order under “Your Terms, Your Conditions.” That campaign’s hashtag is carried over for the “Pay With Your Trend” promo. According to a company representative, the latest effort launched in the UAE in August will expand throughout the Middle East and North Africa in the coming months.
Beyond the UAE, Pizza Hut has been known for its novelty marketing plays. In May, the brand promoted its new Cheeseburger Melt by having delivery drivers appear at burger-chain drive-thrus in Chicago and Miami (the headquarters of McDonald’s and Burger King, respectively). The drivers’ cars had a QR code on the back windows and a message asking consumers if they wanted a better burger. Before this, Pizza Hut launched a “Goodbye Pies” promotion ahead of Valentine’s Day to promote its new Hot Honey pizza.
