Pizza Hut: Social Enabler for Gamers|短视频|广告营销案例【ADGuider广告指南】

必胜客: 游戏玩家的社交推动者

案例简介：概要在中国向外国公司敞开大门后不久，必胜客于 1990年进入中国，向中国消费者介绍了比萨饼。对中国的许多人来说，必胜客是披萨的代名词。另一方面，90 后比中国的必胜客更年轻。他们更喜欢个性化、更具吸引力的环境和更好的品尝工匠比萨饼。我们面临着如何帮助经典品牌再次吸引年轻一代的经典案例。执行我们直接与荣耀之王的团队携手合作，创建了一个基于位置的游戏定位系统。每当任何荣耀之王玩家在必胜客商店 5 分钟半径内到达任何地方时，我们都会向他们推送通知，邀请他们在最近的必胜客组建团队。通知大致翻译成 “到处玩，但是来到必胜客必须赢! “在他们点击进入游戏后，他们会看到该地区的其他玩家，并组成一个团队。必胜客商店装饰着游戏中的元素,即使 cosplayer 装扮成游戏中的角色。一旦他们在必胜客商店，我们为他们提供了一个只有玩家的无线网络，这样他们就有了最好的游戏体验。我们还为玩家提供了限量版的游戏主题，只有在他们完成团队游戏后才能兑换。活动描述 60% 以上的 90 后痴迷于移动游戏，这是接触年轻观众的好方法。但是我们如何才能以一种非陈词滥调的方式去做，并且真正对商业和游戏玩家都有影响力？通过我们的研究，我们发现了一个独特的见解。虽然大多数手机游戏类型很适合单独玩，但有一个例外 -- 多玩家战斗游戏。这些游戏最好在离线位置与其他玩家一起玩，因为它们需要团队策略和无缝协调。离线一起玩也给玩家一种兄弟情谊。这可能是必胜客的绝佳机会。结果在 20 天内，超过 100,000 名玩家冲进必胜客商店，在必胜客商店玩荣耀之王，是我们最初预期的 2 倍。超过 150,000 款限量版王者荣耀特价套餐售罄，每套价值 213 元人民币，总价值 3200万元人民币 (440万美元)，令人震惊的 900% 投资回报率! 但最重要的是，必胜客在年轻玩家中建立了亲和力。50% 的游戏玩家计划去必胜客离线玩游戏，即使活动结束后。(来源: 微博、 CI) 战略在所有的多玩家战斗游戏中，荣耀之王是最受欢迎的游戏之一，拥有近 4000万日活跃用户。必胜客的中文名字毕胜客，字面意思是必胜客，这对我们来说是完美的。谁不想总是在游戏中获胜的团队？我们的策略是让必胜客成为游戏社区的社交推动者，并让必胜客成为玩家在寻找离线玩手机游戏的地方时首先想到的地方。相关性手机游戏是供人们单独玩的吗？错了!对于多人战斗游戏，当多个玩家在一个物理位置一起玩时，最容易玩，这样他们就可以讨论策略并表现得更好。必胜客与中国排名第一的手机游戏《王者荣耀》和《 LBS 目标》合作，成为中国玩家的社交推动者。任何必胜客方圆 5 分钟内的任何人都会收到在必胜客玩的通知，我们还提供仅限玩家的 wifi 和定制装饰，以确保最佳体验。

必胜客: 游戏玩家的社交推动者

案例简介：Synopsis Entering China in 1990 shortly after China the country opened their doors to foreign companies, Pizza Hut introduced pizzas to Chinese consumers. To many people in China, Pizza Hut is synonymous with pizzas.Post 90s, on the other hand, are younger than Pizza Hut itself in China. They prefer more personalization, a more appealing environment and better tasting artisan pizzas.We were facing the classic case of how to help a classic brand appeal to a younger generation again. Execution Working hand in hand directly with the team at King of Glory, we created a location-based in game targeting system. Whenever any King of Glory player went anywhere within a 5 minutes radius of a Pizza Hut store, we will push a notification to them, inviting them to form teams at the nearest Pizza Hut. The notification roughly translated read “Play everywhere, but come to Pizza Hut to be must win!”After they clicked into the game, they would see which other gamers are around the area, and form a team.Pizza Hut stores were decorated with elements from the game, even with cosplayers dressed as characters from the game.Once they were in the Pizza Hut store, we provided them a gamer only Wi-Fi so that they had the best gaming experience. We also gave players a limited edition in-game theme that can only be redeemed once they finished team games. CampaignDescription Mobile gaming, an activity that more than 60% of post 90s are obsessed with, is a great way to approach the young audience. But how can we do it in a way that’s non cliché and truly be impactful, both to business and to gamers?Through our research, we found a unique insight.While most mobile game types are good to play alone, there is one exception – multiple player battle games. These games are better to play together with fellow gamers in an offline location because they require team strategy and seamless coordination. Playing together offline also give gamers a sense of brotherhood. This could be a perfect opportunity for Pizza Hut. Outcome In 20 days, over 100,000 gamers rushed into the Pizza Hut stores and played King of Glory in Pizza Hut stores, 2 times more than what we originally expected. Over 150,000 limited edition King of Glory special meal sets were sold out, each valued at RMB 213, resulting in a total value of 32 million RMB (USD 4.4 million), a staggering 900% ROI!But most importantly, Pizza Hut established affinity among young gamers. 50% of gamers plan to go to Pizza Hut and play the game offline even after the campaign is over. (Source: Weibo, CI) Strategy Among all the multiple player battle game, King of Glory is among the most popular ones, having nearly 40 million daily active users.Pizza Hut’s Chinese name Bi Sheng Ke, literally translate into Must Win Guest, which is perfect for us. Who doesn’t want to be always on the winning team in gaming?Our strategy to let Pizza Hut become the social enabler for the gaming community, and make Pizza Hut the first place gamers think of when they are looking for a place offline to play mobile games together. Relevancy Mobile games are for people to play alone? Wrong! For multiplayer battle games, it is easiest to play when multiple players play together at a physical location, this way they can discuss strategy and perform better.Working with the no.1 mobile game in China King of Glory and LBS targeting, Pizza Hut turned itself into the social enabler for gamers in China. Anyone within 5 min radius of any Pizza Hut will receive the notice to play at Pizza Hut, and we also provided gamer-only wifi and bespoke decoration to ensure the best experience.