Pizza Hut’s “Pie Top” Basket Ball Shoe Makes Ordering Pizza During March Madness Even Easier
Pizza has been around in different forms since the Neolithic age, but the modern pizza is considered to have been born some time around 1889. It began when King Umberto I and Queen Margherita of Italy visited the waterfront town of Naples. To honor the royal pair, a local chef prepared a flatbread with tomatoes cheese and basil – and just like that the margherita pizza was created. Since then, the magical pie has become one of the most popular foods on earth, with Pizza Hut being one of its most successful fabricators.
As the official pizza sponsor of college basketball, Pizza Hut has taken their renowned, easy-to-order approach to a whole new level – just in time for NCAA’s March Madness. Enter the “Pie Top,” a limited edition, high top basketball shoe that uses Bluetooth to connect pizza-eaters to the Pie Top app, allowing them to place an order with the push of a button (on the shoe). To take things a step further, Pizza Hut has even brought in March Madness legend Grant Hill to star in the Pie Top’s official TV campaign.
Pizza Hut is known for having one of the most user-friendly ordering systems on the market. Between their app, their chatbot-enabled ordering systems on Facebook and Twitter, their mobile site, and other IoT connected means of ordering such as Amazon Echo, Echo Dot, Amazon Tap, and Fire TV, consumers have a wealth of options when it comes to getting their hands on a Pizza Hut dish. Considering that in 2013 Americans ate an estimated 350 slices of pizza each second, and that 40 percent of them ate pizza at least once a week, there is by no means a dearth of food and beverage consumers to target to.
Luckily for them, Pizza Hut has an unparalleled grasp of how to reach those customers and how to make it easier for them to order pizza. In a market this big, with a customer pool that includes pretty much everyone, not to mention high levels of competition, companies like Pizza Hut have no choice but to make it easier for the customer to choose their business over any one else’s. And it’s genius marketing strategies like the “Pie Top” that sets this company apart. Visibility, superior product, and ease of purchasing are all tenets that any business should strive to embody and Pizza Hut checks off many of those boxes.
There’s no doubt that when dealing with a market that has such fierce competition, cross platform marketing coupled with partnerships and a seamless checkout process can help you better reach your customers. The end goal is always to gain maximum exposure, preferably with marketing campaigns that have a certain “stickiness.” A basketball shoe fashioned after pizza that includes a built in smart-tech pizza ordering system launched during March Madness is the perfect example of cross platform marketing that is sure to stick.